Uruguayan Fashion Takes Center Stage at Urban Outfitters HQ: From Montevideo to New York

Uruguayan fashion has a date in New York. From September 13 to 15, ten national brands will participate in Brand Assembly, a trade show that brings together more than 250 contemporary labels and over a thousand international buyers. At a collective stand under the Uruguay Collective banner, designers will show the world a proposal combining creativity, quality craftsmanship, and a commitment to sustainability.

But this year, the experience will go beyond the fair: the Uruguayan delegation, led by Uruguay XXI, will have an exclusive meeting at the headquarters of Urban Outfitters, one of the most influential retailers in the world.

With more than 200 stores in the United States, Canada, and Europe, Urban is a cultural and commercial reference point for new generations.

Its curatorial ability makes each selected brand part of a global narrative that transcends fashion and encompasses lifestyle. “For Uruguayan creators, meeting with them means opening the door to a massive and highly competitive market,” said Elisa Schroeder, export promotion specialist for the Fashion sector at Uruguay XXI.

A historic meeting at Urban Outfitters

The delegation is made up of SAVIA, the farra, Milagros Bonasso, Celmo, Pastiche, H.A.N.D Apparel, Rosa Rosa, Coppelia, Feel Nomade, and Milo, brands that stand out for their ethical production and careful processes. Many of them are artisanal and have close ties to local workshops. All were selected by the fair and will also have the support of Uruguay XXI, which promotes the sector’s internationalization strategy.

On September 11, before the fair begins, the delegation will have an appointment that marks a turning point for the sector in Uruguay: a collective presentation at the Urban Outfitters offices in New York. In a single session, the ten brands will show their collections to a specialized team, accustomed to detecting global trends and selecting the next protagonists of their commercial universe.

It is not just a matter of exhibiting garments or accessories; the designers will share with Urban the origin story of their brands, from the local workshops where pieces are embroidered by hand to using noble raw materials such as merino wool. This storytelling is key for a retailer that values not only aesthetics, but also the authenticity and traceability of the processes.

In this context, Uruguay XXI will present the country’s fashion strategy, highlighting the differential value of a sector that combines creative talent, responsible production, and the excellence of local raw materials such as merino wool. With training programs, trade missions, and international fairs, the agency seeks to consolidate Uruguay as a reliable, long-term partner for the major players in global retail.

An unprecedented opportunity

“We already think the experience of going and getting to know them is spectacular; we want our products to attract attention and for Urban to have Savia in its sights,” said representatives from SAVIA. The Farra highlighted the possibility of expanding an established contact, while Milagros Bonasso pointed out directly: “Our bestseller fits perfectly with Urban and its style.”

For the first time, a group of Uruguayan designers will arrive together at Urban Outfitters' heart. In a single session, they will concentrate on what would usually require months of negotiations and multiple individual meetings: showcasing the diversity of their proposals, demonstrating their productive capacity, and opening the door to future collaborations. For Uruguayan design, this is unprecedented access to the radar of a retailer that not only sells fashion but also sets trends and defines culture.