It was a Wednesday in May 2021. The pandemic was in full swing. In the morning, a friend, who was then fashion director of British GQ magazine, wrote to me: he had recommended me to a renowned London-based stylist who was looking for pieces for a very special client. I waited expectantly, very excited.
Within a few hours, the stylist contacted me: she wanted our clothes for Dua Lipa's new music video! The casting process began immediately.
As it would be a cowboy-inspired video, they needed everything: clothing, footwear,
accessories… We even packed a hat we had made for my wedding. The stylist asked me about the pastel blue hat we used for the launch of our pastel Jornada Boots. I explained that it wasn't actually a piece from our brand, but rather a prop for the photoshoot, but we packed it anyway.
The first moment of stress arrived: things needed to be in London
for the video shoot on Friday of that week, and it was already Wednesday. The team investigated if a shipping company could deliver it on time. After much asking, we found one. We sent the package with great excitement and nerves, hoping Dua would use our pieces in her next music video.
All that was left for us to do was wait.
The package arrived in London on time, but Covid restrictions
They were delayed in customs longer than expected. For a couple of hours, our clothes weren't used in the "Love Again" video. The stylist asked me what I wanted to happen to the pieces. They could send them back to me, but I decided to keep them there as a gift for Dua. The investment was already made, and we hoped she'd like some of them for personal use.
It was a disappointing day, as we felt like a great opportunity had slipped through the net due to factors completely beyond our control. An opportunity that had also arisen amid the uncertainty caused by the pandemic.
After a few weeks, I received an unexpected message again: Dua had
uploaded a photo, a video, and some stories enjoying the pool with the pastel blue hat we sent her! Our Instagram audience showed so much enthusiasm and support, sharing Dua's posts and
tagging us. Our page likes skyrocketed; people were very happy, like us, that an independent Mexican brand had reached one of the most famous and recognized pop stars in the world. Many people wanted to buy the pastel blue hat, so we decided, in the context of Pride Month, to donate all the profits we obtained from its sale to the Checcos AC association, dedicated to the prevention and detection of HIV and other STIs. Even though that particular hat wasn't part of our collection, it meant a lot to us because it gave our brand visibility, and above all, because it showed that she liked our concept, and that she had probably chosen one of our pieces for her closet!
A few weeks later, our suspicions would be confirmed.
Dua first appeared in our Jornada Boots in August 2021 at
through her Instagram Stories. She wore them with a light floral dress: a fresh look perfect for walking her dog.
We were thrilled! Dua choosing our cowboy boots, having so many prestigious brands from around the world on hand, was a confirmation of our brand's high quality and aesthetic. Several months later, in May of this year, we discovered that the Jornada boots had become Dua's favorite not only for walking around Los Angeles, but also for her travels! On vacation in Portofino, she combined them with a Lacoste set, giving us a look that became a trend through the photos Dua shared on her Instagram and those we shared with her.
took to the streets of the Portuguese city.
On that occasion, we were featured on the social media platforms of ELLE Mexico, Mercedes Benz Fashion Week Mexico, InStyle, and Marie Claire Mexico, among others; all of whom recognized the achievement this represented for an independent Mexican brand. Many expressed their pride, and we were even more so:
Our boots were Dua Lipa's favorites!
The love story between the singer and that pair of Jornada boots size 25 does not
It ended there: In another summer look, she paired them with a Jean Paul Gaultier dress; and recently, with an orange resort set from Diesel.
The recognition our brand has gained from the artist's publications led us to be mentioned again in national media and in Vogue France .
Giving recognition to our young independent brand alongside major international firms with decades of experience. The fact that Dua has worn our boots publicly several times, and that she has chosen to wear them during her
vacation on more than one occasion, gives us the confidence and pride that they are one of your most beloved pairs, and we hope that they will have many years together left: our boots are designed to walk in them a lifetime.
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