Articles by Cynthia Ijelman
Cynthia Ijelman has a degree in Journalism and a specialization in Audiovisual Production. Based in Buenos Aires, she has been FashionUnited's Latin America correspondent since 2015, delivering comprehensive coverage of the region's fashion industry. Her work spans in-depth reporting on significant events, and insightful coverage of key markets such as Argentina, Chile, Peru, and Colombia. She is also known for her engaging interviews with prominent industry figures, as well as spotlighting emerging designers and entrepreneurs with innovative and forward-thinking ideas.
Former Parsons School of Fashion dean, Simon Collins: 'A strong label has a strong story'
Buenos Aires - For fashion students dreaming of launching their own label after graduation, the industry has never been more accessible — or more competitive. Today, young creatives can build a brand directly from their phones, promote collections through social media, connect with manufacturers online and even use artificial intelligence to...
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Istituto Marangoni course leader Gloria Bellardi: ‘A strong portfolio can kickstart your career’
Buenos Aires - As fashion students approach graduation, one question becomes central: how to translate years of creative work into a portfolio that opens doors. In today’s fast-evolving industry, where creativity alone is no longer sufficient, the portfolio has become more than a showcase—it is a strategic tool. It communicates not only what a...
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The Do’s and Don’ts of using AI in fashion marketing: Between efficiency and strategy
Buenos Aires – Julián Restrepo, a specialist in storytelling, strategy, and artificial intelligence applied to communication, has built his career around a central idea: connecting creativity, technology, and business to help brands communicate more effectively. His approach is clear: technology alone does not create value unless it is...
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The Do’s and Don’ts of opening a physical retail store: Community, identity and strategic decisions
Buenos Aires - For Peruvian designer Annaiss Yucra, opening her first physical store recent was not an impulsive decision, but the result of a process built over time—shaped by textile heritage, experimentation and commercial validation. In today’s digital era, where many brands are born and grow through social media, physical retail continues...
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The Do’s and Don’ts of developing an emerging fashion brand: Building identity in a competitive market
Buenos Aires – Creating a fashion brand from scratch involves much more than developing a collection. For those just starting out, the process usually combines creative intuition, practical learning, and strategic decisions that ultimately shape the direction of the project. This article is part of “The Do’s and Don’ts,” an editorial series by...
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Johanna Ortiz: “Building a brand is creating something that lasts”
Buenos Aires - Colombian designer Johanna Ortiz is participating for the first time in Mercedes-Benz Fashion Week Madrid, adding a new milestone to her brand's international expansion. Based in the city of Cali, where she maintains production and a team of over 460 people, the creator has built a Latin American luxury brand with a global...
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The Do’s and Don’ts of trend forecasting: How to use It without losing brand direction
Buenos Aires – In recent years, access to trend information has multiplied. Social media, digital platforms, artificial intelligence, and data analysis tools have accelerated the circulation of cultural and aesthetic signals, but they have also made interpretation more complex. For brands, the challenge is no longer accessing information, but...
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The Do’s and Don’ts of internationalizing a fashion brand: From market entry to long-term positioning
Buenos Aires — Internationalization has become one of the main challenges for fashion brands seeking growth beyond their local markets. However, the process is often accompanied by recurring mistakes related to operational readiness, financial structure, and understanding of the target market. This article is part of The Do’s and Don’ts, a new...
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Latin America: A laboratory for fashion retail in times of inflation
Buenos Aires – Unlike many developed economies today, Latin America has been grappling with economic volatility, high inflation and restricted consumption for years. The region, particularly markets like Argentina, Brazil and Mexico, has become a testing ground. Here, the fashion and retail industry has learned to operate under constant pressure...
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2026 E-commerce trends in Latin America: key insights into an expanding and transforming market
Buenos Aires - Latin America will enter 2026 with a more mature and selective e-commerce landscape. After years of growth, the focus is shifting towards profitability, operational reliability and technological adaptation, with an emphasis on artificial intelligence (AI) and local payment methods. The differences between countries will dictate...
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