Tijuana’s growing creative talent in fashion
A look at what’s happening in design and art in this border city.
Funnily enough, I’ve been keeping an eye on Tijuana’s growing creative fashion talent since a little before January.
I even met two of the designers I mention here in person while they were visiting Guadalajara, and I was actually waiting for Grecia Soto to launch her most recent collection so I could include it.
Now that designer Soto is all over the news on social media in Mexico due to a controversy surrounding the heart-shaped Schiaparelli dress (more on that below), I thought this would be a good time to publish this compilation of views.
According to what people have told me, there doesn’t seem to be a prominent fashion scene in Tijuana, and there are only a few brands.
But there’s something particular about the city that’s starting to connect with the world of fashion: there are a lot of artists.
And these artists are creating clothes or fashion-related objects.
Even though there are only a few actual fashion brands, the ones that do exist are doing very interesting things. Some truly great collaborations are emerging from partnerships between artists.
A couple of months ago, Tijuana Design Week also took place, and that’s where I noticed the collaborations between these brands and other designers/artists from the city.
Since Tijuana borders the United States, its outlook on life is different from other parts of Mexico. Many of these talents have a direct connection with San Diego. They exhibit in museums there, or are even based in both cities. This is how Mexican culture permeates these border regions through contemporary artists and designers.
Here’s a glimpse of what I’ve observed:
01-05. Isa Guadalupe Medina
This artist immediately caught my eye, and I’ve been gazing at her creations for a while now. Her fish pieces made with glass beads? So much fun! Her garments? So carefully crafted!
She’s based in Tijuana, and for example, one of her recent exhibits was at the Visions Museum of Textile Art in San Diego.
06 - 07. Perro y arena
Based between San Diego and Tijuana, this ceramics and design studio—founded by Socrates M. Medina—explores pieces inspired by the mystical flora and fauna of the Californias’ desert.
08. SACRED SCRAPS
In my visual exploration, I included a collaboration between SACRED SCRAPS and Perro y Arena. However, the artist behind it is Sofía Lutteroth, who is not only a bead collector but also creates jewelry and sculptures. She was born and raised in the San Diego–Tijuana border region.
One of her latest launches? Sterling silver bracelets originally made for the Museum of Contemporary Art San Diego.
09. Matiz
Perro y Arena is sold at the design and art studio Matiz, which is one of the must-visit shops if you’re ever in the area. They showcase wonderful talent not only from local artists but also from creators across Mexico.
You can shop Matiz online here.
11 - 12. MAYORGA
Now this is a brand to watch in Mexico. MAYORGA is a bag and clothing brand based in Tijuana, and they’ve created several iconic pieces like the Vago Bag with the Mexican flag or the Monis Bag, which they often reimagine in different colors and fabrics.
Their accessories reflect what they call “border lifestyles,” a reference to life between the U.S. and Mexico.
14 - 15. Grecia Soto
I was introduced to Grecia Soto’s work earlier this year when I met her at a local event. She’s a biomedical engineer and fashion designer, which makes her work even more interesting, as she often incorporates mechanical elements into her garments (like a white sequin dress with motorized neon flowers that spin).
Another example is Corazón de la Baja, a black dress with a beaded red heart that beats at the rhythm of a real heart. It was worn by influencer Ximena Robles during the Eliot Awards 2024. This particular design sparked controversy in Mexico’s fashion social media scene due to its resemblance to a recent Haute Couture collection by Schiaparelli’s Daniel Roseberry — itself inspired by Dalí.
The conclusion I’ve seen repeated by many fashion writers has been: maybe it’s time to pay more attention to what’s happening in our own country and learn to appreciate it.
Of course, they’re right.
16 - 17. Ary Villa
I met Ary just this January when he was in Guadalajara for a runway show. He’s been in the industry for several years and presented several looks that lean more towards menswear, showcasing a wide variety of materials, from knitwear to a blue denim crystal outfit that was my favorite.
18 - 20. Georgina Treviño
Hands down, one of my favorite Mexican artists, someone I admire deeply. Georgina Treviño, originally from Tijuana, creates jewelry, accessories, and art, all blended together.
She’s launching an exhibition in New Mexico called Greetings from Tijuana.
Thank you for reading!
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