Volvo Fashion Week México presents the official campaign for its edition in Guadalajara, a visual proposal that positions the city as one of the country's most relevant creative stages, where fashion dialogues with architecture, light, and contemporary design. From April 14 to 17, the city transforms into the backdrop for a narrative that traverses its iconic locations, highlighting the textures and contrasts that define its identity.
“At Volvo Car México, we believe in fostering spaces that celebrate emerging talent, promote new cultural narratives, and, at the same time, foster a more responsible and sustainable industry,” commented Rebeca Molho, Brand Experience and Public Relations Manager at Volvo Car México. As protagonists of the campaign, Alejandra Infante, Ricardo Korkowski, Karime Bribiesca, and Iván Tamayo as the official photographer represent an authentic and connected creative generation with a global vision without losing their local identity.
The visual narrative unfolds between Sala Roxy and the Hospicio Cabañas, where the contemporary and the historical dialogue in contrast, shaping an urban and timeless aesthetic aligned with Volvo's vision. “Our alliance with Volvo Car México continues to grow through spaces that celebrate talent in all arenas. As part of this vision, Volvo Car México joins the campaign with the Volvo XC60, a car that accompanies the visual proposal as a natural extension of its aesthetic language. With a refined Scandinavian design, clean lines, and a contemporary presence, the XC60 is incorporated into the concept as an element that connects functionality, sophistication, and lifestyle, in tune with the creative sensitivity that defines this edition.”
“This collaboration reflects a shared vision on the value of creativity as a driver of transformation. On this occasion, we are excited to come together in Guadalajara to recognize and make visible the creators who are today setting the course for Mexican fashion,” stated Cory Crespo, president of Fashion Week México.
With the Guadalajara 2026 edition, Volvo Fashion Week México continues to highlight the talent that is transforming the country's main creative cities and promoting the 'Made in México' culture.
