PRESS RELEASE Fall – Winter 2026 – 2027
What would a post-Artificial Intelligence world look like?
At Agatha Ruiz de la Prada, we have it crystal clear. It would be a world full of colour, optimism, and naturalistic exuberance—a world where the triumph of Mother Earth is lived viscerally and integrated into our urbanite lives.
Nature will be the one to colonise the future—and not the other way around.
The essence of humanity is wild, just as true Agathismo has always been…
Scenes of a Madrid invaded by nature project us into a world where our nymph-animalist models of the future tread heavily to the beat of a techno that is both sensual and hard. This will be our battle cry. Here we are—the Agathistas and the colourists—after so many years, not only current and modern, but a step ahead, looking toward the future we would like to live.
It is a future in full colour, full of a sense of humour and good vibes; a future full of our iconic hearts, our flowers, our clouds, our polka dots and stripes, our zigzags and spirals, our identity markers, and our layers of multi-coloured self-reference and irony. A future in which Agatha Ruiz de la Prada continues to be a revolutionary force of joy.
Commercial atelier garments—maximalist sweatshirts, “Agathised” herringbone wool jackets, colour-block corduroy sets, stripes over zigzags, hearts and clouds over multi-coloured corduroys and wools, multi-coloured crepe stripes, dots and clouds on Japanese-style trousers, denim garments with patchwork embellishments, long knit dresses, neon puffer coats, skirts with a suggestive flower, skirts, ties, tracksuits, jumpsuits, kimonos…—predominate on the catwalk.
For the night, we are kept awake by a mikado in fuchsia, yellow, and blue, and by glitter faux-leather in violet, turquoise, and coral, forming waves, undulations, and “drunken” zigzags, as if they had been sewn during a tremor.
The horns of different animals have sprouted spontaneously from our models thanks to the power of our aesthetic and our optimism—an optimism that we happily serve to all colourists, as demonstrated by our carousel in which an Agathista dress with crepe hearts parades in every colour as if it were a psychedelic dream.
Among so many protagonists, we are very proud to highlight the Tristán x Colors capsule collection (our new favourite shop that our brilliant CEO discovered one day while walking through San Sebastián) which opens the show as a true declaration of intent: Yes, we are modern, intensely colouristic, and we are very cool.
Five total looks, composed of seersucker jackets and trousers and cotton t-shirts in powerful, phosphorescent monochromatic colours; these garments are the culmination of multiple virtues. Comfortable, practical, unisex, vividly colourful, and with infinitely flattering cuts, they become the perfect uniform of the future. (And they go on sale today at our flagship store at Calle Villanueva 5 and at the fantastic Colors stores in Madrid and the Basque Country).
The fabulous Flabelus—increasingly iconic in contemporary Spanish fashion—have joined us (saving us from a fashion emergency at the last moment) in our colourful utopian proposal, shoeing our nymph-models (and “nymphos”) with their velvet heels and ballet flats, with which it is impossible to take a wrong step.
Meanwhile, Las Tartas de Julita will present its new edition of the “Agathised” cheesecake on stage to sweeten our candy-flavoured proposal.
In a post-AI world, we are not only going to learn to coexist in a new ecosystem, but we will directly be new beings, wearing our hearts on our sleeves.
We leave you our vision of the future as an oasis in the desert; let us set out on its course together!
As always, many thanks to our fantastic allies: @puig_official @optim.vision @mypugandco @chocolatesmarcostonda @carmencita_especias @noco @flabelus @juanvaldezcafees @bodegas_borsao @lapremierdescanso
For more information:
ARP Press and Communications Department
Arantxa Balda
comunicacion@agatharuizdelaprada.com
ARP Press and Communications Department
Arantxa Balda
comunicacion@agatharuizdelaprada.com
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