Fashion designer Juana Martín participated alongside ACME’s executive director, Pepa Bueno, in the roundtable discussion “The New Shopping: The Experience Revolution,” held within the framework of the International Forum on Tourism Excellence (Turium), which took place on June 11th in Madrid. The event brought together leading figures from fashion, media, and consulting to rethink cultural consumption and the role of fashion in the tourist experience.
During the event, Juana Martín—the only Spanish designer present at Paris Haute Couture Week—presented a selection of pieces from her Haute Couture collection in an exhibit specially curated for the event. Her speech focused on the concept of luxury from a personal perspective: “From artisanal work to spending time with my loved ones, those are the pillars that underline my concept of luxury,” she stated.
The roundtable was moderated by Virginia Lombraña and featured the following participants:
- Juana Martín, Haute Couture designer
- Pepa Bueno, Executive Director of ACME
- María Fernández-Miranda, Director of Mujerhoy
- Paula López, Associate Partner at McKinsey
In her speech, Pepa Bueno highlighted the value of Spanish fashion’s identity as a part of the tourism industry: “Fashion is a very powerful instrument that speaks about our history, our idiosyncrasy, and our identity. We must convey all these values to the tourists who visit to our country, because it is something unique that sets us apart from other world fashion capitals.”
The roundtable was part of the program for the V edition of Turium, an event that positions tourism excellence as a cultural, creative, and economic driver. In this edition, the forum focused on a vision of luxury anchored in authenticity, craftsmanship, and a connection with their own region.
