Uruguayan Fashion Builds Its New York Presence with Six Labels at Brand Assembly

Uruguay XXI, the country’s investment, export and country brand promotion agency, will support six fashion labels under the Uruguay Collective banner at Brand Assembly, September 9–11, 2026, in New York.

Margo, Savia, Celmo, BeGANESHA, Loria Studio and Feel Nomade will present their collections in a B2B setting that brings contemporary brands and professional buyers together, with the goal of expanding visibility, building relationships and opening new commercial opportunities in the U.S. market.

In New York, Brand Assembly gives labels a setting to put collections in front of retailers, multi-brand stores and other fashion-industry decision makers. For Uruguay XXI, the showcase is part of a broader effort around market access, international growth and positioning. Uruguay Collective gives that work a shared frame: rather than flattening six brands into one aesthetic, it brings distinct design languages together in a curated presentation of Uruguay as a source of contemporary fashion and design.

That range is reflected across the collections. Margo approaches contemporary womenswear through a reinterpretation of Latin design, using color, volume, intricate detailing and production in Uruguay. Savia pairs timeless silhouettes with artisanal handwork, building from linen and incorporating materials such as cotton, lambswool and leather, along with embroidery and crochet appliqués made by local artisans. Montevideo-based Celmo develops prints inspired by nature, architecture and art, while its founders remain involved throughout the process, from design to sourcing materials and craftspeople.

BeGANESHA brings a different register, combining denim, knitwear and elevated essentials with a point of view shaped by travel, freedom and authenticity. At Loria Studio, leather comes first: hides are selected by hand, and the handbags are produced locally on a small scale with artisans at a family-run workshop. Feel Nomade moves through the world of beach and travel with swimwear and versatile pieces, exclusive prints, carefully selected materials—including recycled fabrics—and production in considered quantities.

What connects the lineup is not a single look, but the visibility of the process behind the product. Materials, craft, hands-on development and local production surface in different ways across the six labels, from artisan-applied crochet to hand-selected leather or close attention to production volumes. For international buyers, that breadth offers access to independent labels with recognizable identities while also making visible the wider sector story Uruguay XXI is working to strengthen through a collective presence and long-term business connections.

Participation in Brand Assembly is part of a sustained internationalization strategy for Uruguayan fashion that Uruguay XXI has been developing over several editions. Following the New York showcase, Uruguay Collective will add a new international stage with its participation in Tranoï, from October 1 to 4 in Paris, expanding the presence of Uruguayan brands in specialized industry circuits.

As an extension of that strategy, Uruguay XXI is also developing Uruguay Fashion Trip 2026 for November, a curated experience for international buyers to meet designers and makers in Uruguay and explore the wool value chain together with the Secretariado Uruguayo de la Lana (SUL). Before that next step, Brand Assembly is the New York meeting point: three days focused on putting Uruguayan collections in front of the market and continuing to build relationships for international growth.