Welcome to The Director’s Cut, an interactive column featuring fashion, beauty and career advice from RGNN Director and Founder, @isabelevabohrer.
“I love making money selling hearts.” Were there no context to this quote, you would think we are talking about organ transplants. But it is quite the opposite.
It was the voice of Ágatha Ruiz de la Prada, one of Spain’s most established fashion designers, blasting through loudspeakers mid-spectacle during her show, which opened Mercedes-Benz Fashion Week Madrid this morning.
Spring/summer 2025 collection, Ágatha Ruiz de la Prada | Video credit: RGNN.org
If you are familiar with Ágatha’s designs (and if not, you can catch up with my last article here), you’ll know that colorful vibes are never missing. Her brand’s strong identity, in the art world perhaps most similarly aligned with Tokyo’s Yayoi Kusama, has been essential to her international success. In fact, it is no surprise that precisely in Japan, her fun and vibrant pieces sell so well.
But Ágatha has never forgotten about her Spanish roots. Just earlier this year, she opened an exhibition in Zaragoza in homage to one of her most loyal clients and friends, Piluca Beltrán. And this morning’s fashion show was filled to the brim with family, friends, fans and of course, influencers, flocking far and wide to see Ágatha’s spring/summer 2025 collection.
It wasn’t a conventional fashion show either. Models strutted and twirled sideways down the catwalk. To those who think that Ágatha’s designs are too flamboyant for quotidian life, she was sending a clear message. One model came out with an umbrella, the other with a sports racquet. They’re serving looks for all events and occasions.
So, too, were supermarket carts (colorful and stylish, of course) rolled down the runway. The audience was here for a good time and laughed along for the ride when one model even pulled out a pineapple – a clear reference to this year’s serpiente de verano, the summer news that went viral, in which you’re supposed to go to a specific supermarket at 7.00 p.m. to flirt and find a partner. How to? Put a pineapple in your cart and find another person who is doing the same.
Perfume bottles, too, were spritzed – Ágatha does, after all, sell fragrances, too. To get back to Spain, the ábanico, the Spanish must-have accessory to combat the summer heat, got an Ágatha version as well: made of plush flowers, all colors of the rainbow.
The Spanish abanico, or fan, in full colorful force at Ágatha Ruiz de la Prada’s spring/summer 2025 show | Video credit: RGNN.org
Ágatha says she is “changing everything” but really, she is back stronger than ever. The show ended with her coming out twice on the runway, once with all the models, and again alone, to salute the public. On the screen behind her, “Ágatha, ¿quién si no?,” an announcement of the new Marvel Studios TV miniseries. It’s airing on September 19, 2024 on Disney+.
Double, double, toil and trouble – she’s been making, and conquering hearts for years, and has now created an exclusive design inspired by Agatha Harkness, the protagonist of the Marvel Series. There are witches in the house, and Ágatha Ruiz de la Prada is all for it.
Ágatha, youthful as ever, in a gold mini dress and the Spanish staple, a pair of espadrilles | Video credit: RGNN.org
Marvel is in the house; Ágatha has created an exclusive design for the upcoming series airing on Disney+ | Video credit: RGNN.org
Thank you, Mercedes-Benz Fashion Week Madrid, for inviting us.
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