“Identidad”: Juana Martín Weaves Her Soul Into Flamenco Couture
January 30, 2025 – Paris Couture Week, Juana Martín Couture SS25 “Identidad”
“For me, this collection is personal—it’s my roots, my identity, my truth,” begins Juana Martín, her voice carrying the rhythm of Andalusia as she unveils “Identidad,” her Spring/Summer 2025 Haute Couture collection.
Set against the dramatic backdrop of Saut du Loup at the Palais de Tokyo, “Identidad“ feels like a love letter to authenticity. “Fashion, at times, loses its roots. With this collection, I wanted to remind the world where we come from,” she says, her words as deliberate and passionate as her designs.
A Modern Flamenco Tale
Juana’s “Identidad” begins with a whisper of flamenco—subtle, yet unmistakable. “I grew up with the music of Lola Flores and Carmen Amaya,” she recalls. “These women were forces of nature, and I wanted their strength to echo through my work.”
From corseted silhouettes to airy fringes, the collection reimagines flamenco’s dramatic flourishes with a 21st-century lens. Sequins shimmer like the Andalusian sun, and layered fringes ripple with every step. “I wanted the movement to feel alive—like a dancer mid-performance,” Juana explains, gesturing toward a gown where mother-of-pearl embroidery catches the light.
PFW: Juana Martín Couture SS25 “Identidad”
Juana Martín’s Couture SS25 “Identidad”: A Tribute to Feminine Power
Juana’s vision for “Identidad” speaks volumes about the women who wear her creations. “I imagine her walking into a room, commanding attention—not because she’s loud, but because she’s unshakable,” Juana says. A featherlight ivory jacket with sculptural shoulders embodies this energy, balancing strength and softness in its intricate craftsmanship.
“For me, femininity is never fragile,” she adds. “It’s layered, like the flamenco dancers who inspired this collection. Their grace masks a core of steel.”
Juana gestures to a chocolate-brown ensemble, its sculptural design reminiscent of Andalusian marquetry. “This piece is a bridge—a dialogue between the past and the future,” she says. Her work challenges fashion’s evolution, drawing from her heritage while pushing boundaries.
Each look is steeped in Andalusian culture but never tethered to it. “I’m not recreating the past; I’m translating it,” she says, smiling as a sequined gown with airy fringes takes center stage, moving like a living sculpture.
Juana Martín’s “Identidad”: A Reflection of her Soul
The voice of Estrella Morente, whose flamenco melodies transformed the runway into a performance. “Her voice is everything I wanted this collection to convey—raw, powerful, emotional,” Juana says. The music wove through the show, amplifying its authenticity and drama.
As the models returned for the finale, Juana stood quietly at the edge of the runway. “This is my story,” she says softly. “Identidad” isn’t just a collection—it’s her heart, her heritage, her legacy. “Fashion is about soul,” she concludes. “Without it, it’s just fabric.”
PFW: Juana Martín Couture SS25 “Identidad”
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