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Adolfo Domínguez, the creator of the slogan 'the wrinkle is beautiful', receives the National Fashion Award


Adolfo Domínguez has always gone ahead, although this pioneering role has rarely been recognized. He was the first to bring the fashion of the catwalk to the middle class, so that

Adolfo Domínguez has always gone ahead, although this pioneering role has rarely been recognized. He was the first to bring the fashion of the catwalk to the middle class , so that men and women felt comfortable, elegant, part of the cultural change experienced in the Spain of the 80s with 'La Movida' as a backdrop.

He was among the first to open stores outside our borders, in cities like London, Paris, Porto and Tokyo, but also the one that broke down the borders and defended a universal fashion . I still remember that when asked if it bothered her that Dona Letizia had not worn a Spanish suit or dress to announce her commitment to Don Felipe in 2003, he replied: " Armani is a European designer like me , I think it's a very good choice" (I quote from memory), and he was one of the few to demarcate from criticism.

Adolfo Domínguez was the pioneer fashion brand in publicly traded. On March 18, 1997, the Galician company, which is still in the park, began its business journey, which allowed it to triple its stores and be present in 35 countries.

Likewise, his flagship on Serrano Street in Madrid was the first in the capital that turned fashion into an experience and a reflection of a way of life. The first to include a small restaurant for coffee or at lunch time a wine with a sandwich - that good afternoon of conversation I have spent sitting in those chairs, and even on the bench of the large central table. Others have followed him with uneven successes.

In 2016 Adolfo Domínguez changes the management team, and the Galician designer ceases to be the company's largest shareholder. The weight of his daughters Tiziana and Adriana increases.

Since then two axes mark the commercial line: sustainability and digital sale . A modernization of the web and its social networks with messages close to the 'millennials' and their grandparents, because the idea of ​​fashion universality is in the DNA of Adolfo Dominguez .

On September 14, 2019 has returned to parade , and has chosen the historic center of Ourense , the city where it all started, so that 70 non-professional models of different ages show their 'genderless' collection for the 2019/20 season.

And today, his tireless work and his love for fashion have been rewarded with the National Fashion Design Award 2019, as reported by the Ministry of Culture and Sports, which grants this recognition, endowed with 30,000 euros.

The jury has awarded him the prize " for his professional career and its significance in the contemporary history of fashion in Spain ". "His historical slogan 'the wrinkle is beautiful' speaks of his taste for the natural, highlighting sobriety and freedom and his conviction that clothing is our second skin," highlights the jury, which highlights its "very important international expansion, that his ability and sensitivity to disseminate the design and creation of Spanish fashion is recognized. "

According to the criteria of The Trust Project

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