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In 2017, Laagam was born in Barcelona determined to make fashion an inspiring language to empower women. Today, about to turn 5 years old, the brand founded by Inés Arroyo and a team with a large female presence (something rare in an industry where decisions are still generally made by men), they say they are “closer than ever to their Laagam girl.” A dream they have achieved thanks to their constant work, their demonstrated commitment to sustainability and their precise and effective communication. Their new video produced by Champan is the culmination of a reset process with which they welcome a new stage.

When the DNA of a project is coherent and has been built step by step, 49 seconds of video is enough to condense the essence of the brand. Less than a minute in which they convey the meaning of the different creations in which Laagam has been working ceaselessly for almost 5 years. “Fashion goes fast, but we set our own speech in the industry and no one will stop us,” they say from the brand. And taking this premise into practice, Arroyo and her team have been working in recent times on refining the brand’s identity and rethinking its codes.

We're far from the idea that fashion brands only offer products. We now follow the universes created by the platforms which make their pieces desirables for the final consumer. Not forgetting quality and technique, of course, but these factors are no longer enough. And Laagam seems to be in the know. Remaining committed to producing within proximity and not having a stock, now they reaffirm their position in the international market with this new video. As the motto of the brand says, “better than yesterday, worse than tomorrow.”

David Alarcón

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