Lugó Lugó, participanting brand of the Épica: Innovation Challenge project of the City of Medellín and Inexmoda, was in charge of presiding over the City of Medellín Catwalk.
- Lugó Lugó, participanting brand of the Épica: Innovation Challenge project of the City of Medellín and Inexmoda, was in charge of presiding over the City of Medellín Catwalk.
- This brand, known for designing masculine ceremony dress, was chosen among 55 participants of the project for its striking value proposition and its distinctive business model.
- Daniel Lugo and Alejandro Lugo are twins and in 2015 decided to create the brand.
July 2018 In the framework of the 29th edition of Colombiamoda, Colombia’s Fashion Week®, on Wednesday, July 25, the City of Medellín Fashion Runway was held by the Antioquian brand Lugó Lugó, renowned for designing men’s ceremonial dress. It is a current participant of the Épica: Innovation Challenge project of the City of Medellín in partnership with Inexmoda. With its new collection called “The Conservatory of the Lugó Brothers,” the brand highlighted its innovative DNA and value proposition that today makes it distinctive in the Colombian market.
This catwalk is part of the Épica: Innovation Challenge project, carried out since 2015 by the City of Medellín and Inexmoda, in which, year after year, 55 entrepreneurs of the city are chosen to go through training and personalized consulting to restructure their business models and thus become sustainable companies in the Fashion System.
Of these 55 epics a brand is chosen to present its collection in the well-known City of Medellin Catwalk, having taken into account factors such as value proposal, business model, and what distinguishes them in the market. Lugó Lugó brought together the best of all these characteristics, and today had the opportunity to exhibit its collection in this venue: a collection designed for “gentlemen thirsty for adventure” in which a variety of tuxedos, suits, frock coats, and a summer selection of swimsuits for men was displayed.
“For this collection we had four references that were key to fulfilling this dream: Cabinets of Curiosities, the botanical expeditions of José Celestino Mutis, paintings by Frans Francken the Younger, and the gastronomy of Juan Santiago Gallego,” said Daniel Lugo, creative director of the brand.
Entrepreneurial dreams come true
In addition to the City of Medellín Catwalk, these two days of the Trade Show have seen epic moments thanks to the participation of city entrepreneurs. The Dulzamara Beachwear brand of swimwear, also participants of Épica, presented its collection at The Cube, a venue known to be a gateway for young talent during the Trade Show.
Also in this location, other participating Épica brands, Livenza Lingerie and Fokus Green, exhibited their collections in The Cube. The latter had the opportunity to hold a conference at the Inexmoda-UPB Knowledge Pavilion, due to its commitment to sustainability.
“Today we lead the Textile/Apparel, Design, and Fashion Industry of Colombia with almost 50% of national production; we work with entrepreneurs, we create places to strengthen their businesses, we train them to be more productive, and we encourage local purchase. With Inexmoda we also aid these epics in maturing their processes, thus creating more development for an industry historically led by Medellin,” said María Fernanda Galeano Rojo, Secretary of Economic Development of Medellín.
With this type of initiatives, in addition to transforming companies, the aim is to promote entrepreneurship, a very current issue and growing each day. According to National Government official figures, in the fashion industry there are currently 1,080 small and medium enterprises in the country, and in 2017, according to the Confecámaras Annual Report, 323,265 productive units were created in Colombia.
“With Épica, hand in hand with the City of Medellín, we have been seeking a commitment to entrepreneurship during these four years. In Medellín we have an entrepreneurial culture and each year new businesses are emerging that are there to transform the industry, a fact which motivates us to accompany them and be part of that transformation,” explained Luz Adriana Naranjo, director of Transformation at Inexmoda.
During the last day of the Trade Show, attendees can visit the stands of the 25 participating Épica brands in the various pavilions of Colombiamoda. Although the training and advice provided during the execution of the project is extremely important, these three days are for making entrepreneurial dreams come true and thus creating sustainable companies in the Fashion System.