Brand Radar: Laagam – the Barcelona label redefining attainable luxury

The Barcelona-based fashion brand Laagam has established itself as one of Spain’s most influential names in the new era of prêt-à-porter. With an aesthetic that blends structured tailoring, fluid draping, and a vibrant color palette, the brand led by Inés Arroyo embodies the concept of attainable luxury — high-design pieces created for confident, modern women.

More than just a fashion label, Laagam defines itself today as a project that transcends clothing to become a platform for creativity, identity, and empowerment. The result is a style that is both powerful and wearable — a visual identity that mirrors the energy of the women who wear it.

Brand History and Evolution

Founded in 2017 by Inés Arroyo, together with her brother Diego Arroyo and Cristian Badía, Laagam was born from a new vision of fashion entrepreneurship. Arroyo, one of Spain’s pioneering fashion influencers, used her growing digital platform to build a community first — and a brand second.

From the outset, Laagam challenged industry norms: it launched with a direct-to-consumer model, producing locally in Spain and Portugal and selling exclusively through its own website. The brand adopted an on-demand production system, ensuring that each item was made only after being ordered — a sustainable alternative to fast fashion’s overproduction.

Laagam’s early collections were small but intentional, often releasing only a few pieces each week instead of following traditional seasonal calendars. This agile approach, combined with a strong sense of identity, quickly attracted a loyal following. By 2022, Laagam was selling in more than 50 countries, with international orders surpassing domestic sales.

In 2023, the brand opened its first physical boutique in Barcelona, followed by a flagship store in Madrid (2025). The brand continues to expand, with new spaces planned in Valencia (November 2025), Amsterdam (March 2026), and Lisbon (May 2026) — all conceived as gallery stores blending art, community, and fashion.

In less than a decade, Laagam has evolved from an emerging online concept to a benchmark for independent European design. Today, the brand produces its collections across Spain, Italy, Portugal, and China, maintaining a transparent supply chain and a philosophy centered on quality, traceability, and social responsibility.

Key Success Factors: Digital and Social Media Strategy

At the heart of Laagam’s success lies a deep understanding of visual culture. Inés Arroyo’s experience as a creator and creative director has shaped a coherent, aspirational brand narrative.

On social media, where Laagam exceeds 500,000 followers and reaches over 12 million annual views, the brand communicates through authenticity and style, emphasizing both the strength of its designs and the attitude of the women who wear them. Its newsletter, with more than 250,000 subscribers, generates 42 percent of total revenue and reinforces the brand’s direct connection with its community.

Product Range and Pricing

Laagam’s collections range from couture-inspired dresses to jackets, trousers, and accessories that complete a full contemporary look. Each garment reflects the energy of the women who wear it — confident, creative, and constantly moving.

Price range:

• Dresses: the brand’s signature category, priced between €90 and €130, such as the draped Anouk dress (€119.95).

• Outerwear: tailored jackets and coats from €140 to €200, including the Dalston denim jacket (€139.95) and the Freya bomber (€159.95).

• Tops and trousers: elegant blouses and tailored pants averaging €80–90, ideal for everyday wear.

• Accessories: the recently launched Vixen handbag (€119) and Billie sneakers (€139.95) mark Laagam’s expansion into the lifestyle segment.

By introducing weekly drops instead of seasonal collections, Laagam keeps its offering fresh and exclusive — a model that supports differentiation while minimizing waste. Recently, the brand has also invested in footwear as a new growth driver.

Global Presence

Laagam now ships to more than 50 countries and enjoys a strong customer base in the United States, France, the United Kingdom, and Australia. Its physical boutiques embody the brand’s philosophy — minimalist, artistic, and community-oriented spaces. The Barcelona flagship doubles as a living gallery, showcasing rotating installations and evolving collections that blend fashion and creativity.

The brand’s global expansion is also supported by partnerships with leading multibrand retailers, including de Bijenkorf, El Palacio de Hierro, Printemps, ASOS, The Iconic, WOW, and Rinascente, strengthening its presence in major international markets.

Future Outlook

Looking ahead, Laagam is preparing for the next phase of strategic international growth through new openings and collaborations. The expansion of product categories such as footwear and jewelry will consolidate its position in the realm of accessible high design, where creativity, quality, and a distinctive identity converge.

Under Inés Arroyo’s leadership, Laagam reaffirms itself as one of the most relevant brands in contemporary Spanish fashion. Its success lies not only in design but in its ability to connect with a generation that sees fashion as a language of self-expression.