Uruguay Returns to Brand Assembly, Strengthening Its Long-Term Presence in the U.S. Market

Uruguay will once again participate in Brand Assembly, the New York–based boutique trade show that gathers more than 250 international brands and over a thousand specialized buyers. From February 22–24, 2026, the country will present a collective showroom space, reaffirming a strategy already in motion: positioning Uruguayan design in the U.S. through sustained, carefully curated engagement and a clearly defined identity.

This participation takes place under URUGUAY COLLECTIVE, an initiative led by Uruguay XXI that leverages the power of a unified presence to enhance visibility and commercial access. In a showroom format aligned with the fair’s selective, boutique profile, Uruguayan brands will exhibit alongside global contemporary labels in an environment designed for meaningful buyer interaction and B2B growth.

Diversity in design, unity in values

The 2026 edition brings together Babilia, Coppelia, Loria Studio, Mandinga, Margo Baridon, Pastiche, Savia and Rosa Rosa — brands with distinct aesthetics yet shared commitments to local production, material integrity, craftsmanship and responsible scaling.

From leather and textile craftsmanship to contemporary womenswear, elevated knitwear and handcrafted footwear, the selection captures the breadth of Uruguay’s current design landscape while maintaining a cohesive collective voice.

The Brands

Babilia operates at the intersection of design, craft and community. Its garments are created in collaboration with women across Uruguay, using locally sourced materials selected for their low environmental impact. Leather plays a defining role in the brand’s identity, grounding each piece in both tradition and social purpose.

Coppelia brings a bold, playful energy through vibrant color and proprietary prints developed in-house and produced locally. The result is a graphic, instantly recognizable aesthetic designed to bring individuality into everyday dressing.

In leather accessories, Loria Studio reinterprets everyday elegance with handcrafted handbags made in Uruguay. Founded by a mother–daughter duo, the brand blends timeless design with practical versatility, creating pieces meant to move effortlessly across occasions.

Founded in Montevideo in 2011, Mandinga takes its name from a Rioplatense expression suggesting something rare or unexpected. The brand stands out for its strong visual identity and designs that confidently step outside conventional fashion codes.

Margo Baridon presents contemporary womenswear defined by refined silhouettes and artisanal detailing. Designed and produced in local workshops, the brand emphasizes understated elegance and longevity over trend-driven cycles.

With a relaxed, vintage-inflected aesthetic, Pastiche develops predominantly unisex, seasonless collections. Founded by two sisters, the brand subtly challenges traditional fashion norms through versatile, comfortable pieces rooted in individuality and inclusivity.

Savia offers a more delicate expression of sophistication, integrating hand-knitted crochet, embroidery and textured detailing into garments that highlight technique and craftsmanship.

Completing the collective, Rosa Rosa brings handcrafted leather footwear shaped by skilled artisans. With a focus on quality materials, timeless silhouettes and durability, the brand aligns naturally with growing international demand for investment pieces designed to last.

A strategy built on continuity

Uruguay’s presence at Brand Assembly is not a one-off appearance, but part of a long-term internationalization strategy driven by Uruguay XXI. Since 2015, the agency has supported national designers and brands through trade shows such as Capsule, Coterie and Designers & Agents, while also facilitating inbound visits from international agents and buyers.

The approach prioritizes sustained market access: consistent participation in key platforms, strategic advisory support and the development of a cohesive country narrative aligned with evolving global consumer expectations.

“Trade shows are most effective when approached as ongoing processes,” says Elisa Schroeder. “Consistency strengthens commercial relationships, sharpens positioning and reinforces the perception of Uruguayan design as professional and reliable.”

Results that reinforce the model

Uruguay participated in Brand Assembly in both February and September 2025, receiving highly positive evaluations from participating companies. Brands highlighted the show’s scale, the quality of buyer traffic, its tight curation and the visibility achieved through the collective format.

Following the February 2025 edition, participating companies reported at least USD 58,000 in confirmed sales and generated 64 qualified business contacts, averaging ten per brand. Beyond the figures, companies emphasized the value of sustained presence in strengthening both individual brand recognition and broader country positioning.

In addition to commercial facilitation, Uruguay XXI provides strategic advisory services tailored to the sector’s needs, including market positioning, access strategies and sustainable production development. Initiatives such as the wool tours, organized in collaboration with the Uruguayan Wool Secretariat (SUL), further reinforce Uruguay’s reputation for traceability and high-quality raw materials.

At Brand Assembly, Uruguay presents itself under the slogan “Unveil the Uruguay Collective fashion design” — an invitation to discover a curated selection of brands where creativity meets responsibility, and craftsmanship supports global ambition.