Celebrating Culture Through Couture
The Genesis of a Fashion Vision
As Nicolas Martin Garcia meticulously orchestrates his brand's debut at Milan Fashion Week, he likens the process to organizing a wedding, highlighting the immense effort and passion invested. This marks his very first fashion show, and rather than opting for a conventional approach, the designer has embraced an audacious concept. His vision is to seamlessly blend his Colombian roots with his Italian formative years, presenting a collection that is both deeply personal and globally appealing.
A Cultural Immersion on the Runway
The highly anticipated show, scheduled for June 20, promises an immersive experience. It will unfold within a specially constructed Colombian neighborhood, featuring authentic facades of a barber shop and a vibrant flower market. Garcia, with a confident smile, explains his aversion to simplicity: "I never do simple things. When I envision my collection and my garments, I see them within a very specific setting. Colombia is an experience that defies easy explanation; I must not only showcase the clothes but also convey the intrinsic atmosphere and emotions I feel when I am there."
From Aspirations to Entrepreneurship: Garcia's Journey
Born in Bogotá and having relocated to Italy at the age of four, Garcia initially did not foresee establishing his own fashion label. After graduating from Italy's Accademia Costume & Moda in 2013, he honed his skills at prestigious fashion houses such as Dolce & Gabbana and Roberto Cavalli, where he contributed to design from 2016 to 2023. His career ambition had always been to assume the role of creative director for a prominent brand. However, a transformative trip to Colombia in 2022 sparked a new direction. During his visit to Comuna 13 in Medellin—a neighborhood historically fraught with crime and associated with Pablo Escobar, but now a hub of vibrant street art, music, and diverse subcultures—Garcia found profound inspiration. He envisioned staging his own fashion show there, which ultimately led to his decision to launch a label that would proudly champion his Colombian culture.
Building a Brand with Purpose
Upon his return to Italy, Garcia immediately embarked on strategic planning. He states, "The first step I took was to create a comprehensive document outlining my five-year vision for the brand, encompassing positioning, product strategy, communication, and marketing." Despite his extensive experience, the designer was acutely aware of the inherent risks associated with independent ventures. "Taking full ownership and managing every aspect—from production to wholesale relationships—is a stark contrast to working within an established house." Months later, he resigned from Cavalli and officially launched his label in 2023, funding it through consultancy work and creative direction projects for other fashion brands like DSquared2 and New Arrivals. His profile received a significant boost when he designed the opening look for Karol G's Puerto Rican tour in 2023, subsequently forging partnerships with other notable Latino artists such as Bad Bunny and J Balvin.
The Fusion of "Latin Maximalism" and Italian Refinement
Garcia believes the launch of Garcias coincides with a significant cultural moment for Latin America. He notes the increasing global enthusiasm for Latin creatives, exemplified by Grammy-winning artists like Bad Bunny and acclaimed Mexican-American designer Willy Chavarria. Garcias is grounded in the principles of streetwear, with its initial product, like many contemporary labels, being a T-shirt (currently retailing for approximately €140). However, Garcia is determined to elevate the brand beyond merely offering T-shirts and hoodies. More formal shirts are emerging as his signature, crafted from luxurious silks to embody his Italian sensibility, or adorned with embellishments to infuse a touch of Colombian flair, which he terms "Latin maximalism." This aesthetic marries a vibrant Colombian color palette and bold graphics with classic Italian neutrals and sophisticated silhouettes. Garcia explains his drive for differentiation: "There are numerous brands emerging, so I aimed to create something distinct. My unique background, bridging Colombia and Italy, coupled with significant American influences from growing up listening to artists like Whitney Houston and Mariah Carey, deeply informs my brand's identity." His strategic goal is for 70% of his business to originate from these distinctive, embellished pieces, with the remaining 30% comprising T-shirts, hoodies, and essential items. The brand's manufacturing operations are spread across Italy, Portugal, and Turkey.
Strategic Growth and Market Expansion
Currently, Garcias operates as a growing, albeit modest, enterprise. It benefits from financial backing and mentorship provided by the AFRO Fashion Association, an organization founded and led by Michelle Ngonmo, dedicated to advocating for BIPOC professionals within the Italian and international fashion industries. This association played a crucial role in securing PR support for the upcoming show. The brand projects revenues of €120,000 by 2025, two years post-launch, and currently boasts 11 stockists, including prestigious retailers like Nubian and GR8 in Tokyo, The Room Concept Store in Venice, and Opener in South Korea. Sales witnessed a substantial growth of 243%, from €35,000 in 2024 to €120,000 in 2025, signaling a robust upward trajectory. Garcia anticipates that this runway show will serve as a pivotal moment, catalyzing "wholesale expansion and international visibility." While he considered presenting in both Milan and Paris, Milan ultimately offered more flexibility in the schedule and enhanced prospects for attracting new press and buyers. Indeed, new talent is a rare sight on the Milan men's runway calendar, prompting the governing body, Camera Nazionale della Moda Italiana (CNMI), to actively promote emerging designers in its press conferences and announcements.
Navigating Challenges and Envisioning the Future
The primary challenge confronting Garcias is establishing a prominent presence and distinguishing itself within an increasingly saturated market. Garcia observes, "The world is constantly evolving, and what gains traction on social media today may become obsolete in two weeks. Consequently, I must continuously refine my social media strategy and brand positioning." At present, the business largely relies on wholesale, accounting for 70% of sales, a model that Garcia is comfortable with given his background at major brands that also prioritized the multi-brand approach. However, his long-term objective is to gradually invest in direct-to-consumer (DTC) sales. He explains, "The market dynamics are shifting. Many physical stores are closing or delaying payments, and online channels offer superior margins, making DTC an essential focus." Initially, the brand aimed at Latin American consumers with its bolder aesthetic. To Garcia's surprise, this resonated equally well in Japan and Korea. He recounts, "The buyer from Nubian, one of Tokyo's most influential stores, visited our showroom in Paris wearing our clothes, which was truly astonishing." Following Saturday's show, the designer hopes to secure additional wholesale clients and is excited by the expected attendance of numerous prominent buyers. "I've dressed celebrities, but orchestrating a show is an entirely different endeavor," he remarks. Garcia eagerly anticipates receiving both positive and constructive feedback from attendees to further develop the brand.
Amiri Aspirations and Holistic Expansion
Looking ahead, Garcia's ambition is to scale his brand without compromising its inherent soul. He expresses profound admiration for designers like Amiri, stating, "I deeply respect his values and how he has cultivated his business. Perhaps I aspire to be the Colombian Amiri," he says with a smile. Eventually, he envisions infusing his unique spirituality into new product categories, potentially including homeware or even a café where patrons can experience tarot readings. He acknowledges the arduous path ahead, stating, "I am aware of the obstacles that lie before me. I will need to meticulously manage my finances and discern what strategies are effective and which are not. However, I believe now is the opportune moment for me to embark on this journey. I am quite content with my continued independence. I hope that many positive changes will unfold after the show, but I have already acquired invaluable knowledge along the way."