Art that materializes in a window display, in a visual atmosphere, in a staging that—even if ephemeral—has the power to touch deep emotions in those who experience it.

Creatives, designers, window dressers, visual merchandisers and artists working in this ecosystem know that our work cannot be evaluated solely through ROI or conversions. Human creativity is a language that resonates beyond what can be quantified. A color composition can make someone stop. A single light can provoke a gesture. A scene can connect directly with the soul.

And yet, many times this work fades quietly. It is dismantled, stored away, replaced by the next campaign. What was once magical disappears. But its true impact remains, because emotional value does not obey metrics.

Today we live in an era where brands seek to monetize every creative action, justifying everything through data. And although that need exists and is legitimate, it cannot become a prison that restricts the essence of art. What is human cannot be precisely measured, and therein lies its beauty.

“When art is born from essence rather than from the obsession with money, its spirit expands: it attracts more eyes, more souls, and more truth than anything calculated.” — Jose Luis

A window display is not just a point of sale: it is a stage. A temporary work that transforms a street, a glance, a memory. It is a way of creating worlds.

Those of us who work behind these experiences are builders of atmospheres, stories, and sensations. Our work exists to move, to inspire, to make people dream. And that is precisely what attracts audiences the most: authenticity.

International houses like Bergdorf Goodman, Louis Vuitton or collaborations in Asia such as those with SKP Beijing and Dior Shanghai demonstrate that the art of window display is global, but its emotion is profoundly human.

Because true creativity is not born from the obsession with money, but from a sensitivity capable of imagining beyond the immediate. When a brand embraces this vision, it grows in spirit, in character, in connection.

Profit arrives.

But emotion comes first.

And that is the key.

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Fashion as a cultural expression

Fashion in Hispanic and Latin America goes beyond mere trends; it is a unique form of cultural expression.
A key aspect of Hispanic and Latin American fashion is creativity. Designers in the region are characterized by their originality and ability to fuse traditional elements with contemporary trends. Creativity manifests itself in the choice of materials, in the combination of colours and prints, and in the way traditional garments are reinterpreted to adapt them to current trends.
Each country in the region has its own style and traditions, which are reflected in fashion. This cultural diversity has been an endless source of inspiration and creativity for designers in the region.
In addition, numerous Hispanic and Latin American designers have made their mark on the global fashion industry. Names such as Paco Rabanne, Manolo Blahnik, Adolfo Dominguez, Cristóbal Balenciaga from Spain, Carolina Herrera from Venezuela, Óscar de la Renta from the Dominican Republic and Mario Testino from Peru are just some of the designers who have achieved international recognition. These talented artists have combined their cultural roots with a unique creative vision, creating garments and collections that transcend borders and captivate the world.

Its influence in the world

Hispanic and Latin American fashion has had a significant impact on the global industry. Brands and designers from the region have managed to cross borders and gain recognition in international markets. The creativity and originality of their designs have captured the attention of consumers and fashion experts around the world.
In addition, numerous collaborations between Hispanic and Latin American designers with international brands have given visibility to the region’s fashion. These collaborations have not only enriched the industry, but have also opened doors for more designers, giving them the opportunity to showcase their talent and creativity to a global audience.

Trends and creativity

Fashion in Latin America is constantly evolving, adapting to current trends while remaining true to its cultural roots. At present, trends such as sustainable fashion, which prioritizes the use of environmentally responsible materials and processes, stand out. This trend reflects a growing awareness of the importance of preserving and valuing the natural environment, and has led to the creation of innovative designs that combine creativity with sustainability.
Another trend that has gained momentum is the incorporation of traditional elements and ethnic prints into designs. Garments such as huipiles and polleras are examples of how Hispanic and Latin American fashion is enriched by creativity and the reinterpretation of cultural elements. These designs not only highlight the identity of the region, but also promote and value cultural diversity.

Fashion is not only an artistic manifestation, but also a means to promote identity, inclusion and social change. Fashion allows us to tell stories and value our traditions.

Traditions: a fascinating story that connects with our roots

Fashion has been a fundamental part of the history of Spanish and Latin America. Native peoples have used creativity to create garments that reflect their identity and traditions. These garments, such as traditional costumes and handcrafted textiles, have been recognized both nationally and internationally for their beauty, significance and cultural richness.
Indigenous fashion continues to be a source of inspiration for Hispanic and Latin American designers. Creativity is manifested in the incorporation of traditional elements and techniques into contemporary designs. This not only preserves and values indigenous culture, but also promotes inclusion and recognition of the creativity of native peoples.

Social and creative engine

Hispanic and Latin American culture and fashion are not only a manifestation of creativity, but also an economic and social engine in the region. On the one hand, the fashion industry generates employment and contributes to the economic growth of Hispanic and Latin American countries. On the other hand, fashion has also become a tool for empowerment and equity, through social initiatives and ventures that use fashion as a means to generate positive changes in society.

These initiatives include training projects, artisan cooperatives and brands that promote inclusion and social justice. Creativity and innovation in Hispanic and Latin American fashion have enabled the industry to become an agent of change, creating opportunities and promoting gender equality, cultural diversity and respect for human rights.

Hispanic and Latin American fashion is an inexhaustible source of creativity and cultural expression, and its cultural legacy has conquered the world. The diversity of styles, influences and traditions enrich the fashion industry, and have allowed their designers to stand out globally.

It is important to recognize and value Hispanic and Latin American fashion as part of our cultural heritage and as a source of inspiration and creativity. In doing so, we contribute to keeping our culture alive and making a positive impact on our society. Let us celebrate their legacy and their influence on the fashion world.

Sources: culturasdemoda.com; modaes.com; historiadelarte.uniandes.edu.co; elpais.com; vogue.mx; forbes.es

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Origins of mannequins

The word mannequin comes from the Dutch “manneken” and means “little man”. Its origin goes back to Ancient Egypt where there was the ‘Mannequin of Tutankhamun’ a figure that is part of the grave goods of the tomb of the pharaoh Tutankhamun and was discovered in 1922.
The mannequin was found by archaeologist Howard Carter in the only Egyptian royal tomb found intact and depicts the face of the pharaoh who reigned from 1336/5 to 1327/5 BC. This figure is believed to have been used to try Tutankhamun’s clothes, since the tailors of the pharaoh could not touch his sacred body.

The first mannequins

The first mannequin was invented in France in the 16th century. For this reason, they were originally called French mannequins and were usually intended for sewing schools.
Although the first mannequins present in shop windows as we know them today appeared only with the industrial revolution when shopping became important and necessary.
In the beginning they were mainly made of wax, while the feet were made of iron and the extremities of wood, which made them very heavy.

Evolution of the figure

Clearly these wax figures had their disadvantages, it was then, when the French company, Siegel & Stockman, found the solution by inventing the mannequin made of papier-mâché, which weighed much less than its predecessor and did not melt during the summer.

Thus, it was that the new mannequin became a much flatter and more stylized figure.
As the materials allowed providing greater realism to the mannequins, the figures were transformed over the years following the trends of each era.

For example, in the 50s and 60s the figure of Marilyn Monroe with its forms inspired the structure of the new mannequins of the time. While during the 70s the mannequins became more abstract and lost most of their facial features. On the other hand, from the 90s stylized mannequins with figures inspired by Kate Moss became widespread.

Current trends

In recent years, the trend is to use less and less realistic mannequins in neutral colours, so that they do not condition the garments too much, although 3D printing is slightly changing this. However, a pending issue would be to know the impact of its production on the environment.

On the other hand, it has increased the diversification of postures or, for example, the use of groups of mannequins that interact with each other to give more dynamism.
When choosing a mannequin, the first thing to consider is what we want to transmit, where and how the figure will be placed. 

Depending on the changes to be made to the showcase and its design, it will be necessary to choose a more or less light material and a more or less articulated mannequin. 
It is important above all to count on brands that have top quality materials, as is the case of Atrezzo or Hans Boodt.

If you are looking for the most suitable mannequin for your business, do not hesitate to consult a Global Window Display Designer or Visual Merchandising Manager to study the solution and the most suitable design for the objectives of your project.

Sources: modaes.es, fashionunited.es, hopesandfears.com, joseluisledesma.com

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Pero ¿cuál es el su origen?

Origines de los maniquíes

La palabra maniquí procede del holandés manneken y significa “hombre pequeño”. Su origen remonta al antiguo Egipto donde existía el ‘Maniquí de Tutankamón’ una figura que forma parte del ajuar funerario de la tumba del faraón Tutankamón y que fue descubierta en 1922.

El maniquí fue hallado por el arqueólogo Howard Carter en la única tumba real egipcia encontrada intacta y representa el rostro del faraón que reinó de 1336/5  a 1327/5 a.C. Esta figura se cree que era usada para probar y sostener los vestidos de Tutankamón, ya que los sastres del no podían tocar su sagrado cuerpo.

Los primeros maniquíes

El primero maniquí se inventó en Francia en el siglo XVI. Por este motivo, en su origen se llamaban maniquíes franceses y solían estar destinados a las escuelas de costura.

Aunque los primeros maniquíes presentes en los escaparates como los conocemos hoy en día aparecieron solo con la revolución industrial cuando las compras empezaron a ser algo importante y necesario.

En sus inicios se elaboraban principalmente con cera, mientras los pies eran de hierro y las extremidades de madera, lo que elevaba mucho su peso.

Evolución de la figura

Claramente estas figuras de cera tenían sus desventajas, fue entonces, cuando la compañía francesa, Siegel & Stockman, encontró la solución inventando el maniquí hecho de papel maché, el cual pesaba mucho menos que su antecesor y no se derretía durante el verano. Así fue que el nuevo maniquí se convirtió en una figura mucho más plana y estilizada.

A medida que los materiales permitían proporcionar un mayor realismo a los maniquíes las figuras fueron transformándose a lo largo de los años siguiendo las tendencias de cada época.

Por ejemplo en los 50’s y 60’s la figura de Marilyn Monroe con sus formas inspiró la estructura de los nuevos maniquíes del momento.

Mientras durante los 70’s los maniquís se convirtieron en algo más abstracto y perdieron la mayoría de sus rasgos faciales. En cambio a partir de los 90’s se difundieron los maniquíes estilizados con figuras inspiradas a Kate Moss.

Tendencias actuales

En los últimos años, la tendencia es utilizar maniquís cada vez menos realistas y en colores neutros, de manera que no condicionen demasiado las prendas, aunque la impresión 3D esta ligeramente cambiando esto. Sin embargo un tema pendiente sería saber el impacto de su producción al medio ambiente.

En cambio, si ha aumentado la diversificación de posturas o, por ejemplo, el uso de grupos de maniquíes que interactúan entre ellos para garantizar al escaparate más dinamismo.

A la hora de elegir un maniquí, lo primero a tener en cuenta es qué queremos trasmitir, dónde y cómo se va a ubicar la figura. 

En función a los cambios de escaparate que se realice y a su diseño será necesario elegir a un material más o menos ligero y a un maniquí articulado en mayor o menor medida. 

Es importante sobre todo contar con marcas que cuenten con materiales de primera calidad, como es el caso de Atrezzo o Hans Boodt.

Si estás buscando el maniquí más apto a tu negocio no dudes asesorarte con un Global Window Display Designer o Visual Merchandising Manager para estudiar la solución y el diseño más indicado para los objetivos de tu proyecto.

Fuentes: modaes.es, fashionunited.es, hopesandfears.com , joseluisledesma.com

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