Articles by Alicia Reyes Sarmiento
Journalist and Audiovisual Communicator, Alicia Reyes Sarmiento (1999) has been part of FashionUnited since 2021. Focused on curating content for the Spanish and Latin American markets, she enjoys exploring global trends, covering industry events, and learning from conversations with key voices in the fashion sector. Passionate about innovation and sustainability, Alicia is currently delving into how artificial intelligence (AI) can enhance editorial processes and support more effective content strategies in the ever-evolving (fashion) news landscape.
Influencers as KPIs: In 2026, brands will demand marketing, not promises
Influencer marketing in Europe is currently in a consolidation phase. According to the latest report from Kolsquare, the sector has moved beyond its experimental stage and has now become a fundamental tool in marketing strategy. Today, companies no longer collaborate with content creators merely to “be present” on social media; they now seek...
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Looking ahead to 2026: Key events in the childrenswear, nursery and maternity sector
Every December, as brands finalise their business plans and adjust forecasts for the coming year, FashionUnited reviews the past year and considers the developments that will shape the next. In this first installment, we focus on the children’s segment — fashion, nursery and maternity — a sector entering 2025/2026 with an especially dynamic and...
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Amsterdam, beyond the hype: Market seducing Spanish brands… and putting them to the test
I have been living in Amsterdam for just over four years and, subjectively, I fully understand what it is about this city that attracts both talent and Spanish brands. Its manageable size, a life that moves between canals and bicycles, and the balance between tradition and modernity in one of the world's most international capitals are all part...
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Cost of inaction grows for your brand every year, warns Kantar in its latest sustainability report
For years, sustainability has been the most repeated mantra in the fashion industry. Most of the time, however, this discourse has remained superficial. It has consisted of vague promises, green campaigns and commitments without clear metrics. Today, there is no longer any room for ambiguity. Sustainability has become a matter of business...
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Hoff consolidates its European expansion with its first store in Amsterdam
Spanish footwear brand Hoff has formalised its registration with the Netherlands Chamber of Commerce, a first move ahead of the opening of its first store in Amsterdam during the first quarter of 2026. The move consolidates the brand's progress within its international expansion plan in Northern Europe. This market is gaining importance in its...
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International debutants set the pace at the 41st edition of Riga Fashion Week
The Latvian capital once again became a meeting point for Baltic and European fashion from October 20 to 24. The 41st edition of Riga Fashion Week was a season marked by debutants. Seventeen brands from Latvia, Estonia, Lithuania, Poland, Belgium and Uzbekistan presented their collections. Twelve of them appeared on the catwalk for the first...
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Mango uses digital tools to assess and improve working conditions in its supply chain
Spanish group Mango has announced a strategic partnership with Quizrr, a Swedish educational technology (EdTech) platform specialising in digital training on sustainability and human rights in supply chains. The agreement aims to strengthen sustainability and the protection of labour rights throughout the company's global production network,...
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Pronovias partners with Anthropologie: bridal fashion reinvents itself for new generations
Pronovias is accelerating its positioning in the US market by joining the bridal division catalogue of Anthropologie, part of the Urban Outfitters group. Beyond its commercial value, the alliance highlights the profound transformation of bridal fashion in the US market. It illustrates a cultural evolution in contemporary bridalwear. New...
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Stéphane Rolland to be guest designer at Barcelona Bridal Fashion Week 2026
Stéphane Rolland, one of the most prominent figures in Parisian Haute Couture, will make his Spanish debut as the star of the tenth edition of Barcelona Bridal Night. The central event of Barcelona Bridal Fashion Week (BBFW) 2026 will take place from April 22 to 26 at Fira de Barcelona’s Montjuïc venue. The designer, a member of the Chambre...
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Intersport France finalises purchase of Spanish subsidiary for 300,000 euros
Intersport France is poised to become the future owner of the brand and central purchasing office of its Spanish counterpart. According to Modaes, the French subsidiary has submitted an offer of 300,000 euros. This includes the acquisition of assets, some suppliers, and the integration of a significant portion of the workforce. The deal is still...
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