Paula is 29 years old. For most of her life, she worked in a big city: fixed hours, scheduled promotions, certainties. But inside, she felt something was slipping away.One afternoon on the subway, she caught herself staring at her reflection in the window and wondering:
When did I trade my enthusiasm for routine?
She decided to stop. She took a few days off, turned off her phone, and went to a small coastal village. There, every sunrise brought a different scent, a different rhythm. In that stillness, she realized her life no longer represented her. She didn’t want “something else” — she wanted something of her own.
DUEÑAS OF THE TRANSITION II
Rebirth beyond the map: Paula’s Story
Paula
When she came back, they offered her a promotion. More money, more responsibility, a fuller calendar. The knot returned. And she chose what didn’t fit in any corporate plan: to collaborate with a rural tourism platform and design experiences for those who seek to breathe without a clock. At the same time, she rented a small room by the sea to write. She didn’t know if it was “the job forever,” but for the first time, it felt like the right step now.
The hardest part wasn’t the external change, but explaining to the world a choice that didn’t fit into a LinkedIn title. Because sometimes the bravest thing isn’t going far away, but holding on to a decision that doesn’t yet have a defined shape.
Today, for Paula, being an Owner means this:
choosing without guarantees, standing firm without certainties, walking without a map… and recognizing herself along the way.
Knowing that you can always start over. That the most reliable compass is the body when it breathes wide, and the heart when it beats with desire again.
Her advice for those in transition:
Start small. A different day, a walk with no destination, an honest question. The universe doesn’t have to move. It’s enough that you do.
Because it’s not about having all the answers.
It’s about daring to become the woman you already feel you can be.
See you tomorrow, Owner.
You bring the truth — we’ll bring the space.
At Dueñas we talk about...
DUEÑAS OF THE TRANSITION I
Being a millennial means living under the pressure to have everything figured out, even when the fear of failure holds us back.At 34, Claudia chose to leave a stable but empty life to reconnect with herself.
Her story shows that starting over is also moving forward, even without certainty.Being a “Dueña” means daring to choose a life that truly reflects who you are.
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IF LIFE GIVES YOU MEMES, THERE’S A BRAND
Recibimos nuestro primer meme: compararon el bolso 084 marrón con un zurrón en un photocall y nos reímos a gusto.Lo vimos como un guiño a nuestras raíces: rescatar lo mejor del pasado y traerlo al presente, con alma de montaña.Emprender también es saber reírse de una misma; la actitud lo cambia todo y hasta una broma deja lección.
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PARIS TURNS DOWN THE VOLUME
Fashion is shifting course: leaving behind the obsession with virality and reclaiming authenticity, calm, and craftsmanship. In Paris, brands are choosing coherence and soul over impact. Loewe, Rick Owens, and Proenza Schouler explore origin, material, and the truth of the gesture. Dueñas joins this movement — creating with intention, listening to time, and returning to origin as a form of quiet revolution.
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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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