Barcelona fashion for a new generation

The Catalan capital is also a hub for fashion this week, welcoming the 21^st edition of 080 Barcelona Fashion. This is also a fashion show for a new generation, though, prominently featuring relative newcomers to the scene: influencers, instagrammers, and bloggers.

The fashion week was kicked off by the Barcelona haute couture brand Ze García, of young designer José María García González. He inaugurated the event with the appropriately named ‘Millenial Couture’ line.

The fashion show featured sixteen professional models but also thirteen prominent instagrammers and bloggers, the latter of which have, altogether, more than three million followers on social media. Some of the names that aficionados may recognize are Dulceida, Jessica Goicochea, Laura Escanes and Marta Riumbau.

José María García González himself commented on the presence of social media personalities on the runway, too. “They bring a fresh perspective and a bit more accessibility” to the fashion world, García explained, adding that they also stand as “his new marketing tool.” This is why the designer decided to “mix both worlds” to “help to boost” a change that is already “more than evident.”

Fashionistas can see this new step towards the future of fashion for themselves. The winter edition of the Barcelona fashion week will take place at the Recinte Modernista de Sant Pau, from January 29 until Friday, February 2. A total of 32 designers and brands will be featured on the runway.