We’ve been noticing it for a while now.Social media — that machine that turned everything into content — has started to sound different.Less forced virality, less anxiety to show.
The everyday has blended with garments once reserved for special moments.What used to be measured in likes is now measured in truth.
In coherence. In calm.Fashion houses, long trapped in the logic of the algorithm, have begun to let go.They no longer compete for instant impact — they compete to recover the soul.
For a time, virality was the goal.Everything had to be new, fast, shareable.Energy was everything.But saturation arrived sooner than expected: brands exhausted their own narratives, people grew tired of excess, and luxury — that language that survives every trend — began to turn toward something more honest.
Today, novelty is no longer synonymous with value.
The interest lies in what endures.In Paris, fashion paused to listen to itself again.From Loewe, which continues to look to Spain as a root and not a backdrop, with an almost primitive music and without falling into clichés, to Rick Owens, who reminds us that clothing can also be “tough for tough times.”
PARIS TURNS DOWN THE VOLUME
And it doesn’t come in the form of hype
París
The American duo Proenza Schouler, newly arrived at the Spanish house, understood that it’s not about copying Anderson’s formula, but about continuing a gesture: returning to origin, to craft, to the truth of materials.
In its debut, Loewe didn’t speak of folklore, but of territory — of a Cantabrian Spain: rainy, artisanal. Of nets, leather, sea, and hands. Of bags that are not objects of desire, but symbols of permanence. Like the Amazona, reappearing larger and more alive, reminding us that the classic can be reinvented without losing its soul.
On the other side of Paris, Rick Owens spoke of resistance, of hope. Of dressing to feel, not to show. A kind of spirituality in leather and metal that, far from spectacle, restores the human weight of the creative gesture.
Proenza Schouler understood that identity needs no noise, only coherence. Like Schiaparelli at the Pompidou, reclaiming pause against the culture of infinite scroll. Or Issey Miyake, imagining garments that come to life, challenging human rigidity. Or Vetements, turning provocation into a form of collective belonging.
All of them, from different places, are drawing a new map: one where emotion replaces hype, craftsmanship replaces the algorithm, and purpose replaces spectacle.Dueñas is part of that same rhythm — one that connects what is made at home with a contemporary gaze. Our bags are not meant to be seen by everyone, but to be understood by those who know how to look slowly. Every stitch, every leather, every shape carries something of ritual and something of root.
The act of returning to origin is not conservative — it’s revolutionary. Because in a world that rushes without direction, slowing down is a way of moving forward. Desire is no longer built through excess, but through intention.
Change is not a trend.It is a new way of being in the world.And Dueñas, from Spain, listens to it calmly.
At Dueñas we talk about...
THE NEW CHOREOGRAPHY OF MASCULINITY
Fashion is no longer an ornament, but a language. The “performative man” embodies a new masculinity that combines sensitivity, aesthetic awareness, and authenticity. His way of dressing —the bag included— is a cultural statement: an honest search for identity in a world where being also means performing.
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A BAG FOREVER
The text reflects on how handbags are a mirror of our way of consuming: the fleeting versus what endures. An anecdote in Madrid reveals that appearance is not enough; true quality lies in the invisible details that make an accessory strong. In Ubrique, cradle of leather craftsmanship, the lesson emerges: an authentic bag ages with dignity and builds identity.More than fashion, it is memory and silent companionship. In the end, it is not about accumulation, but about choosing pieces that speak of who we are.
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MADRID BEATS WITH STRENGTH
Madrid has pulsed like never before and has secured its place on the global fashion map: Carolina Herrera in Plaza Mayor, Palomo with his leap into the feminine, and the return of Adolfo Domínguez with Zenit made us vibrate. This is, without a doubt, one of the parts that moved us the most: seeing the capital transform into root, memory, and future of fashion, ready to leave its mark on a new international stage.
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THE ILLUSION OF SEPTEMBER
After a pause, September arrives with renewing energy and fresh beginnings.A photograph kept since 2011 became the bridge to a special connection with Gerard Estadella.That image from the past came to life at the Vogue Fashion’s Night Out 2025 gala, where he surprised us once again with a moving gesture.The story reminds us that memories can open new paths and that the future is built with hope.
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WE WILL RETURN IN SEPTEMBER
We deeply thank those who value and showcase our handcrafted work, acknowledging the effort of everyone in the chain who makes it possible; and now, after a conscious holiday break to reflect and recharge ideas, we will return in September with the same conviction as always: to create with meaning and truth.
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THE HANDS THAT BUILD
Dueñas is born from rural and authentic roots, creating bags that don’t follow the rush of fast fashion.Its process in Ubrique is almost a ritual, where leather is chosen and worked with respect and precision.
Each piece tells a story that connects the village with the city, always remembering where it comes from.It is a brand that believes in what is eternal, creating with soul and with the intention to last.
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CRAFT UNITES US
Ars Textum brought together in Málaga professionals from the fields of craftsmanship and innovation to share ideas, experiences, and projects. It was a space to be inspired, to learn, and to connect different creative disciplines.They spoke about tradition, about the future, and about the importance of working with respect and passion.An event that reminded us that craftsmanship is still alive and that it unites us all.
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PRIDE, FASHION, AND FUTURE
Dior presented its new era with Jonathan Anderson, embracing a soft and unrigid masculinity. Kylian Mbappé starred in the campaign as a symbol of quiet strength and timeless elegance.The collection does not shout trends; it proposes vision, freedom, and respect as the language of fashion.On Pride Day, Dior reminded us that there is no single way to be and to celebrate who we are without fear.
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ZARAGOZA, THE GREAT UNKNOWN
Zaragoza, the great unknown, is a city that is rediscovered with the heart.Full of soul, flavor, and memories, it goes far beyond the wind or the heat.This text is a tribute to its streets, its people, and its rituals.
Because leaving doesn't mean forgetting… it means learning to love it even more.
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