It is not uncommon to see singers like Dua Lipa, actresses like Lily-Rose Depp or models like Gigi Hadid sporting their clothes on a daily basis. Gimaguas is the brand founded in 2018 in Barcelona by the daughters of the owners of Natura, Sayana and Claudia Durany and that after achieving online success now open their second physical store and first in Madrid.
Gimaguas was during its first years an open secret for people inside the fashion industry. The Durany twins had not only the knowledge of their parents’ company, but also their own professional background thanks to their experience in big brands such as Isabel Marant or Dior. The ingredients to succeed were there and the product recipe they developed was interesting from the beginning. Their clothes are somewhere between ugly and romantic, produced mostly in Spain and with an aesthetic that connects perfectly with people with an interest in trends and who are among the Millenial and Z generations. They have known how to read the aesthetic zeitgeist since their launch.
Gimaguas: cool new store in Madrid’s fashion hub
The opening of their flagship store in Barcelona was quite an event because until now they had only opened temporary stores in their main markets, New York and London. In addition, their physical projects tend to be highly conceptual and visual art installations that bring together the city’s coolest and international elite.
There is still no official announcement of its opening on Claudio Coello street in Madrid, but the name of the store is already in the store windows and vacancies for the position of sales clerk have been posted for months on the social network par excellence, LinkedIn. That is, it is not certain if they are here to stay in this space, the epicenter of luxury brands in Madrid, or if they will only be there for a few months, as they have done in other capitals.
Average price, expensive aesthetics
In addition to the aesthetic part, which is crucial when talking about fashion, there is a key point for its success, and that is the prices. Taking into account the local production, which ensures good quality, especially in their leather pieces, the price is affordable for the upper middle income. Perhaps not so much for the Spanish market that is accustomed to buying cheap, but it is understood as well outside and as explained in Moda.es, 30% of its sales are in the United States. Its opening in Madrid, can be explained by this point, since the U.S. population in Madrid has grown by 35% since 2018.