The best news is always shared first with the important people. When we were little, we believed our parents knew everything. That they were invincible. That they never made mistakes. We grew up and understood: they were also children. They also dreamed of things they couldn’t always achieve. They also felt fear. They also learned to keep going as best as they could. Today we know that our mothers always wanted the best for us. But they also carried their own fears, their own doubts.
Those mothers who supported us even without understanding everything. Who encouraged us, even though, unknowingly, they passed on some of their fears. Who wanted us to be free, even though that meant seeing us face the world.
And then, one day, we told them we wanted to dedicate ourselves to fashion. A competitive, challenging, fragile world. A world with no guarantees.
MOM, ARE WE MAKING IT!
The best news is always shared first with the important people
Helena Luprie
And they, who grew up in a world where being brave was dangerous, felt fear.But even so, they let go of our hand.And they let us walk.This week’s post is for them.For all those mothers.Different, imperfect, real women.Like us.
They taught us, sometimes without saying a word, that owning our lives is an act of courage.That you don’t need to have all the answers to love well.That mistakes are also part of love.
Today, now that we are adults, we want to say thank you.Thank you for walking alongside us, even when you didn’t understand our path.Thank you for never asking us to be perfect.
Thank you for teaching us, through small gestures, what it means to have a place we can always come back to.Today, the good things are meant to be shared.
Today, Dueñas was born to be shared.From mothers to daughters.From daughters to mothers.From all those who once said “trust,” even while trembling inside.Today, Dueñas is your name too.Because being Dueñas is being who you are, thanks to those who loved you even before you knew who you were.Thank you, mothers.Thank you, thank you, a thousand times thank you.
We love you. Motherrrrrs!
At Dueñas we talk about...
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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YOUR CLOSET SPEAKS, ARE YOU LISTENING?
On April 4th, we took part in the MAM Fashion Fórum in Málaga, sharing our vision of a more conscious and creative approach to fashion. Through a live demo, we showed how to transform everyday garments with a fresh perspective. It was a space for connection, play, and authenticity. Thank you to everyone who made it possible.
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DRESS HOWEVER YOU WANT
Fashion is a form of expression, not a rule to follow. At Dueñas, we embrace authenticity and freedom, designing versatile accessories that break labels. Your style should reflect who you are, without fear of trends or imposed norms. Owning your style means owning yourself.
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SPEAK WELL OR BAD?
Dueñas is a unique scent that blends tradition and modernity, with notes of Malaga biznaga, Calanda peach, and leather. More than just a perfume, it’s an experience that connects with roots and awakens memories.
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DO YOU WANT A HUG?
A father's hug makes you feel protected, just like a well-designed bag can give you that sense of security. In the end, what matters is the attitude with which you face everything. Dueñas creates bags that blend style and comfort, giving you a touch of control and calm in the midst of the daily hustle.
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HAPPY WHAT?
Since I was little, I felt different and protected those who couldn’t be themselves. My connection with the LGBTQ+ community grew naturally, and words like fag hag or feminist became a source of pride. In Dueñas, we support the freedom to be and live without prejudice. Today, we do not celebrate International Women’s Day; we continue fighting for equality.
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I WOULD LIKE TO BE A WINE
Wine is more than just a drink; it is a gateway to authenticity, tradition, and connection with the present. A well-served glass awakens conversations, emotions, and sensory journeys that invite us to live in the moment. Like wine, Dueñas represents that blend of art, passion, and artisanal essence. Toasting is more than an act; it is a celebration of what is real and truly worthwhile.
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VISUAL SENSITIVITY
Javi Rico transforms the everyday into art through his visual sensitivity and meticulous attention to detail. His photography balances technique and emotion, showing that true magic lies in observation. At Dueñas, we share this vision: valuing the small moments.
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