ADOLFO DOMÍNGUEZ F/W 2024

BREAKING BARRIERS

Adolfo Domínguez F/W 2024

Yesterday evening, at seven o’clock Spanish time, Adolfo Domínguez connected with his global audience through his website and social media platforms in a streaming event accessible from over twenty-nine countries. The occasion? The unveiling of Ikigai, his Fall/Winter 2024 collection, in what the Galician designer’s brand called a “non-runway runway show.” We traveled to Chile through our screens to witness the brand’s latest offering, which also introduced a selection of new perfumes.

Recently, we analyzed how many well-established brands, both within and outside Spain, are embarking on noticeable repositioning efforts to attract new audiences. New generations, for whom mobile phones are extensions of their physical bodies, are moving away from traditional media to embrace Instagram stories, TikTok videos, and Twitch streams. This paradigm shift affects not only the younger crowd but also older generations. Raise your hand if you don’t have any social media accounts.

Adolfo Domínguez, of course, has embraced social media and has demonstrated mastery in using these platforms over the years. Their official Instagram account, boasting nearly four hundred thousand followers, is an extension of the brand’s DNA: elegance, minimalism, diversity. Each of these representative values was present in the Ikigai collection show, streamed live from Santiago de Chile. But now, thanks to social media, we feel much closer to them.

In 2021, the Galician brand offered us an immersive experience to present their collection El sexo. The show in Madrid was a prelude to what was to come. Adolfo Domínguez was entering a new era where the fusion of different artistic expressions, spectator anticipation, and communication via digital channels would be essential components. This effective formula is precisely what they’ve adopted for their Fall/Winter 2024 collection, inspired by a Japanese concept encouraging each person to find their life’s purpose.

The wrinkled fabrics (remember the designer’s famous statement “wrinkles are beautiful”), ruffles, and asymmetric cuts make this collection a well-curated selection of timeless, high-quality basics, where modernity and comfort are key. Staying true to his color palette dominated by neutral tones and featuring a very diverse cast, Adolfo Domínguez’s latest presentation shows that he’s on the right track.