By: Angie Rodríguez | Medellín, Colombia
As the global fashion industry converges on Medellín for the 37th edition of Colombiamoda—the premier textile and fashion showcase in Latin America—the air is thick with anticipation. Under the banner "Uniqueness is the New Luxury," the city prepares to host over 70,000 attendees from 50 countries. Among the sea of innovation and high-end design, one brand stands out for its profound commitment to cultural storytelling: Alado.
This year, the design house presents ‘La Aurora’, a collection that transcends traditional fashion to serve as a tactile archive of the Colombian coffee landscape, the dignity of rural labor, and the unsung narrative of the women who sustain the nation’s most iconic industry.
The Genesis of ‘La Aurora’: A Journey into Identity
The inception of ‘La Aurora’ was not a boardroom decision but the result of a deliberate pilgrimage through the coffee-growing heartlands of Antioquia. For the creative team at Alado, the journey was a profound exercise in philosophical inquiry: What does it mean to design in Colombia?
"Beyond the typical design process, where one simply seeks materials and colors, for us, it is key to think about what that implies for Colombia and how, through clothing, accessories, and apparel, we narrate the story of our country," explains Andrés Restrepo, director and co-founder of Alado, in an exclusive interview.
Over an intense eight-month development period, the brand deconstructed the visual and sensory language of the coffee region. The resulting collection is a synthesis of history and avant-garde design. It features intricate embroidery inspired by the coffee flower and fruit, textiles derived from repurposed coffee waste, and prints that mimic the aesthetic of the traditional table linens found in rural homes.
The collection is a masterclass in hybridity: it includes dresses, structured jackets, skirts, pants, and corsets that redefine the feminine silhouette while paying homage to the resilience of the rural landscape. Furthermore, Alado is expanding its creative horizon with a home line, incorporating ceramics and artisanal textiles that extend the ‘La Aurora’ aesthetic into the living space.
A Chronology of a Cultural Statement
To understand the magnitude of ‘La Aurora’, one must look at the timeline of its creation and the strategic path the brand has carved over nearly two decades.
- 2009: The birth of Alado, a brand established with the mission to explore the intersection of Latin American identity, conceptual art, and technical excellence.
- January 2026: The creative team begins its immersive research phase, spending weeks in the coffee plantations of Antioquia, observing the cycle of harvest and the daily rituals of the farmers.
- March – May 2026: The technical development phase. The team collaborates with textile innovators to engineer fabrics from coffee industry byproducts, while simultaneously developing the home collection.
- July 28, 2026 (The Main Event): The official unveiling of the Alado x Kia runway at 12:00 p.m. at Colombiamoda.
- Post-Fair: The brand plans to launch an educational campaign alongside the collection, featuring a documentary that highlights the personal stories of four female coffee growers.
Supporting Data: The Magnitude of Colombiamoda 2026
The setting for this unveiling is no small feat. Colombiamoda has cemented its position as a powerhouse of the regional economy. The 37th edition expects:
- Total Attendance: Over 70,000 visitors, making it one of the most significant gatherings of the year in the city.
- Global Reach: Participation from 50 different nations, showcasing the event’s status as a gateway for Latin American fashion into the global market.
- Professional Buyers: 17,000 specialized buyers, with 4,000 of them representing international interests, signaling a strong demand for "conscious luxury" and "identity-driven design."
These figures reflect a shifting market. Luxury is no longer defined by ostentation, but by the "uniqueness" of the story, the transparency of the supply chain, and the cultural authenticity of the craftsmanship.
The Sound of the Harvest: An Immersive Experience
The runway presentation for ‘La Aurora’ is designed to be more than a visual display; it is an auditory and spatial immersion. The Alado x Kia collaboration will transform the catwalk into a living ecosystem.
Attendees will be enveloped in a soundscape that captures the authentic spirit of the highlands. The mix includes the subtle chirping of indigenous birds, the rustling of wind through dense coffee shrubs, the metallic clatter of work tools, and the resonant sounds of traditional music from the region.
"We are not just presenting clothes," says Restrepo. "We are inviting the audience into the coffee fields. It is an exercise in empathy and identity. We want people to feel the weight of the labor, the history of the soil, and the pride of the people who work it."
Implications: The Feminine Face of the Coffee Industry
One of the most radical aspects of ‘La Aurora’ is its sociological focus. Historically, the iconography of the coffee sector has been dominated by the figure of the male arriero (muleteer). However, Alado’s research suggests this is a narrow, outdated perspective that ignores the backbone of the industry.
"The journey through the territory dismantled the idea that this sector is predominantly masculine," notes Restrepo. "From sowing to harvesting, women have had a determining presence. They are the ones who select, the ones who nurture, and the ones who manage the quality that the world eventually consumes."
By partnering with Kia to document the lives of four specific women coffee growers, Alado is bridging the gap between the consumer and the producer. The objective is to sensitize the fashion-forward audience to the grueling, meticulous, and essential labor that goes into every cup of coffee—a parallel to the meticulous, hand-stitched labor performed in the Alado atelier.
"We were drawing parallels with what we do in our workshop: the hand-sewing, the ‘saber hacer’ (know-how) of the brand," Restrepo explains. "Excellence is understood through the detail, whether it is in a garment or a harvest."
Future Outlook: Designing for Latin America
After 17 years in the industry, Alado is not merely surviving; it is evolving. Their return to Colombiamoda is a testament to the brand’s enduring relevance. In an era where fast fashion dominates the global discourse, brands like Alado act as a necessary counterbalance, proving that fashion can be a vehicle for cultural preservation and social reflection.
As the industry looks toward the future, ‘La Aurora’ serves as a benchmark for how Latin American designers can leverage their heritage to create globally competitive products. By grounding their creative vision in the realities of rural Colombia, Alado is demonstrating that the "new luxury" is, indeed, rooted in the preservation of the unique, the hand-made, and the deeply human.
As the curtains rise at Colombiamoda, the world will not just be looking at clothes; they will be witnessing a dialogue between the past and the future of Colombian craftsmanship—a collection that carries the scent of coffee, the grit of the fields, and the elegance of high fashion.
For those attending the fair, the message is clear: the true value of a garment lies in the story it tells, and for Alado, that story is etched into every thread of the coffee landscape.
