Juana Martín unveils the charms of Córdoba

By

Triana Alonso

Published
Jan 28, 2021

"Let's just say that they're branded on my heart," said Cordoban designer Juana Martín of the places in her hometown that inspired her latest collection, "Córdoba Patrimonio de Moda," which was presented at Paris Haute Couture Week on Wednesday, 27 January.

Córdoba's flower-filled patios, its old town, Medina Azahara and its Mosque-Cathedral – four designated UNESCO World Heritage Sites – transform the Andalusian city into the real protagonist of the video revealing the designer's collection for Spring/Summer 2021. The presentation arose from a kind of alliance bringing together fashion, tourism and cultural heritage, thanks to a collaboration established between the brand, Córdoba town hall and the Córdoba Patrimonio de la Humanidad association's tourism delegation.

The format of the virtual presentation, which is accompanied by the rhythms of contemporary flamenco, contrasts with the physical show held by the brand in January of last year at the Spanish Embassy in Paris, where actress Rossy de Palma stole the spotlight, closing the runway wrapped in a black flamenco outfit. 

In this season's video, the lights of the ruined palace-city Medina Azahara illuminate jewel-encrusted clothes bristling with frills, which play with asymmetric volumes. From the first pieces bearing striking pink-on-white floral prints that evoke Córdoba's famous patios, the collection evolves into a series of pure white outfits assimilating the arches of the empty Mosque-Cathedral. The presentation concludes with various asymmetric minidresses, endless white trains and imposingly voluptuous sleeves that dominate crop-tops and modern flamenco outfits finished with intricate details, such as bejewelled embroidery or delicate feathers. 

Although presented in a new virtual format, this runway show is the sixth Parisian outing for Martín's eponymous brand. "It's our big commitment," explained the designer, commenting on her participation in Paris Haute Couture Week after her show in January 2020. Having made her debut at Madrid Fashion Week in 2005, Martín carefully forged her own path forward, a journey which has also seen her show at specialised events like Simof, Seville's international flamenco fashion trade fair, and Valmont Barcelona Bridal Fashion Week.