For the first time in its history, the iconic fashion brand Carolina Herrera will forgo showcasing its collection during New York Fashion Week, choosing instead to present its latest collection in Madrid. The highly anticipated show will take place on September 18, although the venue remains undisclosed. Wes Gordon, the brand’s creative director, expressed his excitement in an interview with EL PAÍS, calling it a return home in many ways. “We are very proud to form part of a Spanish company. For us, it’s like coming home,” he said. Carolina Herrera’s fashion division was acquired by the Catalan group Puig in 1995, after the company had already been producing and selling the brand’s perfumes since the 1980s.
Gordon, who took over from Herrera following her retirement in 2018, has a personal connection to Madrid. “It has become one of my favorite cities. I’d say it is my favorite, in fact,” he shared. The city has served as a constant source of inspiration for Gordon, who added that he never spends time in his hotel room while visiting Madrid. Over the last two years, Carolina Herrera has taken several steps to strengthen its ties with the Spanish capital, including sponsoring the 2023 Maestras exhibition at the Thyssen Museum and Gordon serving as a judge for the 2024 Fashion Fund prize, hosted annually by the Spanish edition of Vogue.
In a move that mirrors trends among other luxury brands, Carolina Herrera also began showcasing its cruise collections in cities outside the usual fashion hubs, first presenting in Rio de Janeiro in 2023 and in Mexico City the following year. Now, however, the brand has chosen to unveil its spring-summer 2026 collection, a “main collection” in fashion industry terms, in Madrid—a bold and unusual decision that highlights the brand’s commitment to the Spanish market. Gordon expressed admiration for the city’s distinctive style, noting, “There is something about the way people dress in Madrid that is ‘very Herrera’; that mix of elegance and daring that fascinates me.”
Spain has increasingly become a prominent destination for fashion events in recent years. In 2022, Dior presented its cruise collection in Seville’s Plaza de España, followed by Louis Vuitton’s presentation in Barcelona’s Park Güell in 2023. This marks a return to the global fashion map for Spain, which had not hosted such high-profile shows for decades. Madrid, in particular, has not seen an event of this magnitude since 1959 when the Duchess of Alba hosted Dior’s Trapèze collection at the Palacio de Liria for the city’s aristocracy.
In the post-pandemic era, Madrid’s appeal has skyrocketed, with the city welcoming 11.2 million tourists in 2024, a 21% increase from the previous year. This surge in tourism, alongside the growing influence of Spanish fashion, presents a unique opportunity for both Carolina Herrera and the Spanish fashion industry. The event is expected to attract international editors, celebrities, and influencers, offering a global platform to showcase local creativity.
Although Gordon has confirmed that the runway show will be “big,” he has kept details about the star-studded guest list under wraps. He did mention that the presentation would feature designers and artists highlighting local creativity. The timing of the show, just before the start of Mercedes-Benz Madrid Fashion Week, is also strategically significant. With the fashion world’s attention focused on the city in the days leading up to Milan Fashion Week, Madrid is poised to be a key fashion destination this year.
Despite this exciting new direction, Carolina Herrera, which still proudly bears the “New York” label, does not plan to shift its main collection presentations permanently outside of the Big Apple. After the Madrid show in September, the brand will return to New York for client presentations, and it will be back at New York Fashion Week in February, continuing its legacy of over 40 years in the city. Nonetheless, the decision to spotlight Madrid is a momentous occasion for the brand.
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