Colombian designer Johanna Ortiz staged her Fall/Winter 2026 collection, named Alma, in Madrid as a guest at Mercedes-Benz Fashion Week. The show marked a step in her brand's European expansion, blending tropical roots with subtle Spanish influences. It featured outerwear and collaborations highlighting artisanal craftsmanship.
Johanna Ortiz, who launched her eponymous brand in Cali, Colombia, in 2003, presented her Fall/Winter 2026 collection on Tuesday night in the ballroom of cultural center Círculo de Bellas Artes. This debut in Madrid kicked off Mercedes-Benz Fashion Week Madrid (March 17-22) and signaled a shift from previous shows in New York and Paris toward European growth. The brand's largest market is the US, with a Madison Avenue store opened in 2024, three outposts in Colombia, around 200 wholesale doors, and pop-ups called 'caravans.' A new pop-up is planned for Marbella this summer. Revenue from wholesale has dropped to 60% from 90% three years ago, with sales rising from $17 million in 2024 to $30 million in 2025. About 90% of products are made in Colombia, knitwear in Peru, and outerwear in Spain; the company employs 460 people there, 78% women, and runs Escuela Johanna Ortiz since 2016 for artisan skills. The collection Alma paid subtle tribute to Spain, with Ortiz citing childhood fascination for 'trajes de luces' for its theatricality. Elements included gaucho-style trousers, bolero jackets, pom-pom belts, leather, velvet, and shearling for wintry luxury. Colors were toned down for global clients in cities like Paris and New York. 'I come from a country where seasons don’t really exist,' Ortiz said. Collaborations featured jeweler Omar Hurtado's pre-Colombian pieces and Moi & Sass leather bags. Luxury consultant Roopal Patel noted Madrid's renaissance and synergies with South America, praising an olive military jacket with flowy skirt. Ortiz emphasized Latin American designers' unique contributions and community focus.
