We are the generation that saw how “normal” dissolved like a sugar cube in iced coffee.The generation that, after many stumbles, realized there's no single right way to live and that the “normal” label only served to make many feel left out… without really knowing why.
We're that rare generation, where, at the same table, you’ll find someone who seems retired and others who just finished high school and what a joy it is to say it without pain.
Normal? no, thank you. and how good that feels for years, we carried the weight of not fitting in. As if we had to earn a VIP pass just to exist.
But we grew up. and in between contradictions, insecurities, and the occasional emotional blow, one thing became clear:
if we were going to stand out, at least let it sound beautiful.And here we are.From two corners of the map, building a brand with soul, ideas, and lots of silly laughs.
Because if there’s no laughter, there’s no magic.If there’s no magic, there’s no soul. And if there’s no soul, we’re not interested.
NORMALS, NO THANKS
And so at ease in our own movie
New York
We surround ourselves with discreet but dreamy friends, the kind who say: “What if we drop everything tomorrow and open a bar?”The ones who seem to live in the background, but are secretly writing their own movie without asking for permission or forgiveness.
The ones who speak of vertigo, of the invisible, of what you’d do if you weren’t afraid.Of success as peace, not noise.We were united by ideas, sensitivity, and that half-punk, half-zen energy of people who don’t fit… but fit together perfectly.
And yes, sometimes our ideas slip away.We get crushed by rush, overwhelmed by the web, afraid to repeat ourselves.And just when we’re about to shut it all down, someone writes to us—and it all beats again.
Because this isn’t just about empowerment.Or trends.It’s about finding space where there were only corners.Stop asking for permission.Feeling part of something when you thought you were always going solo.
What are we doing here?Just that: here we are.In this blog, this project, this imperfect altar where we pour our soul.Sometimes with style.Sometimes with nostalgia.Sometimes with a glass of wine and crooked eyeliner.But always true.
We are daughters of beautiful chaos.Of “I don’t know, but I want to try.”Of planless Sundays that become legend.Of voice notes that feel like undercover therapy.Of ideas without form… that still move us.
We talk about places, craft, our little corners,But also the fear of not being liked,The joy of not being afraid,The vertigo and bliss of doing something our way, without a manual.
And yes, we’ve matured.We’re in our true prime:The one who laughs at her own mistakes, never at others’.The one who doesn’t need to be right, just at peace.The one who isn’t afraid of looking foolish—because that’s where the spark is.
As I love to say (those who have a small town know this),In life there are two kinds of people:Those who go to the party for the gossip…And those who go to dance, get carried away,And end up being the gossip themselves.And they’re totally fine with that.
Normals, no thanks.May we never lose our weird.May we never run out of crazy.And if someday we feel we have nothing new to say, May we look at each other and ask:
Are we the story we wanted to read?
At Dueñas we talk about...
AND NOW, WHO DOES IT?
Fashion is beginning to value local production just as skilled labor becomes scarce. Trades like garment making and pattern cutting have been made invisible, leading to a lack of generational renewal. Ubrique, a benchmark in quality, is facing high demand but limited capacity due to a shortage of trained professionals. Now is the time to train, dignify, and invest in the craft so that the industry can sustain itself.
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THE REAL MÁLAGA IS IN THE NEIGHBORHOODS
Dueñas takes us on a walk through La Trinidad, an authentic neighborhood in Málaga, full of life, flavor, and soul.Between historic streets, unpretentious bars, and surprising corners, you can feel the charm of tradition and closeness.From traditional seafood spots to modern wine bars, contrast is part of the magic.And as we continue exploring Lagunillas, we promise to share every discovery with those who value what’s truly genuine.
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MALAGA IS MORE THAN SUN AND BEACH
Málaga is much more than sun and beach: it's art, culture, and diversity. From galleries like La Trenza to unique culinary spots, the city offers a different way to experience it.
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OUR CITIES
This blog begins a new chapter where food is the common thread for sharing stories, cities, and roots. We want to pay tribute to tradition, local products, and the people who inspire us. It’s an emotional and sensory journey that is just beginning.
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FLAVOUR IS NOT ONLY EATEN
It celebrates the connection between eating well and living consciously.It highlights extra virgin olive oil as a symbol of balance, simplicity, and self-respect.It invites us to carry that same philosophy into the way we dress: choosing garments with the same care as we choose our food.In short: less excess, more essence — in the kitchen, the wardrobe, and life.
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IT WENT DARK… AND WE LEARNED TO LISTEN AGAIN
An unexpected blackout disconnected several countries and, amid the digital chaos, a revealing pause emerged.Without technology, we rediscovered the simple, the manual, the human.Going back to analog felt like a meaningful act of survival.In the end, it was a lesson: sometimes, when everything goes dark, that’s when we truly begin to hear ourselves again.
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MOM, ARE WE MAKING IT!
A tribute to the mothers who, with love and fear at the same time, taught us to fly. They were our first home and our first strength. "Dueñas" is the embrace that unites their dreams with ours, forever.
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ASPIRATION OR MEANING?
Luxury is changing: it’s no longer about showing off, but about feeling and connecting.At Dueñas, we stand for local craftsmanship, unhurried quality, and purpose-driven coherence.Our bags don’t follow trends—they tell stories, they last, and they walk with you.Because what’s well made doesn’t need noise… just authenticity.
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BETWEEN THE URGENT AND THE REAL
Even though we were born in the digital world, the desire to return to what’s real—the body and the process behind what we do—is growing.There’s a growing appreciation for connection without screens, for what’s authentic, for what doesn’t chase likes or follow scripts.To create without obsessing over metrics, allowing the chaos, the pause, the unfiltered truth to be seen.Because what truly matters isn’t always shared… but it is remembered.
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