Located between two giants like Brazil and Argentina, Uruguay has been forgotten when it comes to fashion until now, says WGSN contributor Augusta Adriasola
Best known for football and politics, this tiny country in South America (with a population of just over 3 million people) is slowly developing its fashion industry and a new generation of young, talented designers are starting to innovate in a country where tradition is the most important thing. From shoe designers to print and denim experts, these up-and-coming talents are surely worth paying attention to, learn their names now.
Probably one of Uruguay’s most successful brands, MUTMA (formerly Mamut) stands out for its unique shoes and accessories, that guarantee both comfort and style. Using excellent quality leather as the main material, MUTMA– ran by three women – has caught the attention of Urban Outfitters and Assembly New York, with both selling the brand’s products worldwide.
BLACK & LIBERTY
When it comes to denim, Black & Liberty is THE brand to go to in Uruguay. Created by Florencia Dominguez in 2009, B&L went under a re-branding in 2012 changing its name and developing a strong aesthetic for both womenswear and menswear. Aside from the flattering jeans, Black & Liberty also offers a ready-to-wear line inspired by a rock-and-roll lifestyle as well as accessories and an eveningwear line.
One of Uruguay’s most stylish woman is also a prominent designer, who has taken the industry by storm with her prints and original garments. With courses at Central Saint Martins and a background in accessories design, Margo Baridón is one to look out for as her designs have caught the attention of local celebrities.
Created in 2015, Homini is taking its first steps in the business, with a buzzing Etsy store, and it has already made a huge impact. Defined as contemporary jewellery, Homini designs are simple, provocative and wearable, always maintaining a minimalist style with geometric lines.
At only 23-years-old, Nico Galván is Uruguay’s youngest designer to watch. A talented designer and even more talented stylist, his aesthetic mixes vintage with avant garde always keeping an eye on the total look. Nico’s first collection, Feast, is an ode to femininity and youth, with designs that make you swoon over the embroideries and colours.
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