Peru Fashion

Madrid, Spain

Client Promperú

Sector Fashion · Tourism

Date 2013


Peru is aiming to position itself as a brand and a country on the European continent, and the truth is that over recent years its attempts have been very successful in sectors such as gastronomy, thanks to the international influence of some of the country’s chefs. Time is now ripe to turn to other spheres, and this has prompted Promperú and the Peruvian Embassy in Spain to get in touch with Idonika.

In the area of fashion we suggest an unprecedented action: for the first time in its history, the Mercedes-Benz Madrid Fashion Week will welcome a guest country and display the collections of three of the most important Peruvian designers. The campaign will be completed with the presentation at Madrid’s Círculo de Bellas Artes of the volume entitled Perú: moda y textiles, published in collaboration with SModa, an event attended by personalities from the cultural, business and political circles of Peru.




Mercedes-Benz Madrid Fashion Week: Peru

Our main task when defining the project was to devise an alliance strategy between Peru and Spain through the textile sector, more specifically, through fashion. The event that epitomised this proposal was the fashion show held at the 53rd Mercedes-Benz Madrid Fashion Week:  or the first time in its history, the official programme of Spain’s main fashion event welcomed a guest country. The show presented the Spring–Summer 2014 collections by designers Jessica Butrich, Meche Correa and Stika Semsch and revealed the splendid moment of Peruvian creation beyond its national borders.


As a part of our strategic work we have carefully programmed an encounter on the roof of the emblematic Círculo de Bellas Artes, hosted by the Peruvian Embassy in Spain and Promperú, and by SModa magazine, where the main representatives of the culture of both countries will come together to promote exchange and communication. As well as presenting the joint publication Perú: moda y textiles, they welcomed the three Peruvian fashion designers Jessica Butrich, Meche Correa and Stika Semsch and their collections at the Mercedes-Benz Fashion Week, alongside personalities such as Mario Vargas Llosa, Nobel Prize in Literature 2010.


Experiencing Peru … in Madrid

Círculo de Bellas Artes. 16.09.2013

For the first time the Mercedes-Benz Fashion Week catwalk in Madrid welcomed a guest country in its official programme, and Peru is the lucky one. Tickets to attend the fashion show have been sold out for days, but SModa magazine launched a promotion in which ten of its readers could attend the exclusive party held on the roof of the emblematic Circulo de Bellas Artes. This was an opportunity to enjoy what I had missed during the show: the three designers who had presented their collections were there, mingling with the Spaniards I most admired, and even with a true Nobel Prize winner—Mario Vargas Llosa. I was really in Peru, although the view of Madrid by night was spectacular.