PRESS RELEASE Spring – Summer 2026
This Spring/Summer 2026 edition, at the Agatha Ruiz de la Prada studio, we did something that we are all increasingly doing: we asked an Artificial Intelligence bot to do our homework for us. The results were so entertaining that we decided to take it as a challenge to turn these digital hallucinations into real-life three-dimensional reality.
The space for creativity in a world where Artificial Intelligence exists is the great global conundrum of the moment, and our response has been to open our arms to its curious, extra-humanoid possibilities, much more freaky, surreal, and hyper-Agathist than we could have imagined on our own.
When creating content through Artificial Intelligence, we enter the robotic phenomenon of the “uncanny valley,” where things don’t seem entirely what they are. Small imperfections or idiosyncrasies remind us that the creator is not entirely human, and their world has different rules.
This delirious digital phenomenon has led us to build dresses like melting monsters weeping multi-coloured raindrops, dresses with fish gills in neon organza, dresses like an inverted spinning top decorated with Agathist hearts, dresses that look like digital pixels, shower curtain dresses, dresses like flying saucers with the brand’s icons, faux leather skirts with green and purple metallic tongues hanging from them, emulating the base of a cupcake, surprising and unexpectedly Agathist structures like a mushroom of inverted tulip flowers creating an immense multi-coloured umbrella (which could have easily escaped from the Nintendo universe) or a furry cloud Infanta dress on a pale pink organza background—designs that play with the digital fetish of synaesthesia, hyperrealism, and quasi-tactile sensation.
This experiment has been quite an education in contemporary Agathism. The robot has tracked our digital footprint and sent us proposals using our well-defined aesthetic as a variable in its algorithm. The result has a macabre, dreamlike, and disconcerting quality that we brought to the theatrical realm through highly surreal dresses, some with tulle curtains embedded in their skirts. Clouds, rainbows, showers of coloured drops, and Agathist icons are recurring nuances that emerge from this phantasmagoria of digitalized Agathism.
The play of volumes has been one of the main challenges for our studio, who simulated the strange, almost tactile satisfaction of Artificial Intelligence images through different interpretations of organza, tulle, sequins, silk crepe, cotton pleats, neoprene, gross-grain ribbons, taffeta, lurex, and crinoline.
It’s all turned into a grand game with our own image; a dialogue between the mad creativity of artificial intelligence, artisanal design, and traditional haute couture techniques.
As if that weren’t enough, we wanted to top off the surrealism by presenting the collection through a uniquely immersive experience: we are greeted by an Agatha transformed into a theatrical puppet, crafted thanks to the ingenuity of Elisava and played by actress Nuca López (@nuca.lopez), who will supervise the fitting of the models about to walk the runway in real time.
Fashion and fantasy merge in an Agatha variety show featuring our Karambake necklaces and watches, inflatable neckpieces created with Saica, and exclusive decals, presented for the first time on the runway. The collection incorporates new designs of handbags, shoulder bags, and briefcases for women and men in collaboration with Noco, a layer of jewellery showcasing the Mexican craftsmanship of Morena Corazón, and our wonderful shoes in collaboration with Xyon Sneakers.
The stage becomes an Agatha dream laboratory where the house’s prototypes and iconic products coexist, accompanied by collaborations with partners such as Chocolates Marcos Tonda, Carmencita, and the new dog harnesses designed with MyPug&Co.
The show also celebrates a historic milestone: the 25th anniversary of the Flor perfume, with the launch of the new fragrance De Flor en Flor, an unparalleled partnership with the Puig Group. Additionally, OPTIM presents a sports capsule of glasses with pink and blue shades, created especially for this show, and Rolser surprises with the design of new shopping carts that reimagine the everyday by incorporating the Agatha Ruiz de la Prada factor into their equation.
For more information:
ARP Press and Communications Department
Carolina Lins
comunicacion@agatharuizdelaprada.com
ARP Press and Communications Department
Carolina Lins
comunicacion@agatharuizdelaprada.com
PRESS RELEASE Fall – Winter 2025 – 2026
Romeo & Juliet by Agatha Ruiz de la Prada x Humana
If Shakespeare had met Agatha Ruiz de la Prada, Romeo & Juliet wouldn’t have been a tragedy, but an explosion of color and revolution in pop style. Because in Agatha’s universe, love doesn’t die, love reinvents itself, gets reused, and transforms into a vibrant fashion icon.
The runway becomes a stage where cosmopolitan chic meets the rebellion of the hip-hop tribe: urban beats, futuristic makeup, oversized silhouettes, and a cyber-futuristic screen projecting the new era of upcycling. Because this Romeo & Juliet by Agatha Ruiz de la Prada x Humana takes ownership of the past to create the future.
Agatha is avant-garde. Humana is the future. Presenting a bold love story between fashion and sustainability, when they meet through creativity, they don’t die: they become immortal. Once again, the designer has entrusted Carlos Marán with the artistic direction of the show, further strengthening her renewed vision for the brand.
When we visited Humana’s center, we didn’t find vintage relics. What we saw were garments facing an inevitable end. But instead of seeing waste, we saw opportunity. Where others saw the finish line, we saw a fresh start. With creativity, color, and a lot of imagination, we havetransformed what was destined to disappear into something vibrant, surprising, and full of life.
This collection not only rescues materials but reinvents their story, proving that in Agatha Ruiz de la Prada’s universe, nothing is discarded, everything is reimagined. FW25 is a collection that comes back to life through reuse. Pieces once deemed disposable are now unique elements: cuffs and collars transform into bows, flowers, and other unmistakable Agatha symbols. Cords and fabric remnants turn into fringes that bring movement to the dresses, while denim is reinterpreted in the iconic gusano dress. Deconstructed shirts take new forms as skirts, tops, and dresses most notably, the wedding dress, crafted from white shirts, a perfect emblem of sustainability. Even the footwear follows this philosophy: rather than creating new designs, we’ve revived archival models that have already shined on the runway.
In this collection, we have not only redefined sustainable fashion with Humana but also expanded the Agatha Ruiz de la Prada family, integrating designs that celebrate energy and synergy with iconic brands. From the exquisite Ostras Sorlut to the award-winning Aceite Señoríos de Relleu, honored at the AOVE Forum Internacional 2025 in Cocentaina, Alicante.
Luxury meets fun in every corner of this collection: the refined Caviar Ambrose & Paubet, the stylish protection of NZI motorcycle helmets, and the irresistible Chocolates Marcos Tonda, in all their delicious varieties. Flavor takes the runway with the signature touch of Sal y Pimienta Carmencita and the vibrant Popit popcorn, surprising with its multiple colors and flavors; also transformed into one of the designs of the collection.
Even the pet-friendly universe has its place, thanks to My Pug and Co, bringing adorable furry models to both the runway and the screen.
Joining us are our loyal allies: Puig, adding its unmistakable mark in the world of fragrance, and Optim Vision, inviting us to see the world in full color. Completing some of the looks, NOCO bags bring the perfect balance between functionality and style, featuring innovative fabrics, timeless colors, and versatile designs that fit any occasion. And just as we clean out the closet of forgotten pieces, we also clean the planet with Ecobel, which strengthens this commitment by redefining cleaning with sustainable solutions.
A show where fashion, sustainability, gastronomy, and design merge into an explosion of color and consciousness. Because avant-garde is not only something you wear, it’s something you taste and experience.
For more information:
ARP Press and Communications Department
Lucía Cordeiro
comunicacion@agatharuizdelaprada.com
ARP Press and Communications Department
Lucía Cordeiro
comunicacion@agatharuizdelaprada.com