In the cafes of Barcelona, Spanish women have been whispering the name of this little brand of backless dresses to each other for years, like a password. Then Olivia Rodrigo arrived at Lego headquarters in Denmark in a long pink gingham dress. The secret was no longer one.
This brand is Gimaguas, a Barcelona label founded by twins Claudia Durany and Sayana Durany, born in 1995. First known to local students and it-girls, the label has become the uniform of a generation that wants pieces that are easy to wear, but more unique than a simple pair of jeans and T-shirts.
Gimaguas, the Barcelona brand adored by Spaniards
Behind Gimaguas, there is the heritage of merchant parents, bathed in objects and clothing brought back from travels. The sisters launched the brand at the end of the 2010s, imagining relaxed silhouettes, easy knits, sunny colors that tell the story of their Barcelona that is both urban and seaside.
On their site, Claudia Durany and Sayana Durany describe their creations as follows: , they explain, quoted by Who What Wear. Since then, a store has opened in Eixample, then in Madrid.
When Olivia Rodrigo brings Gimaguas out of the shadows
The meeting with Olivia Rodrigo changes the scale. For a visit to Lego headquarters in Denmark, the singer chooses the pink gingham Bomba Maxi Dress: a long dress with a halter neck and backless, sold for around $196 (around $180), which she wears with chunky brown leather boots.
And it’s not a one-shot. Olivia quickly reappears in a pastel Bomba dress, all checked and almost entirely backless, then in a black Leila micro-dress during a shopping trip to Barcelona before a secret concert. In the process, Gimaguas sales climbed by around 60% and the brand tested pop-up stores in New York.
Adopt the Gimaguas vibe at home
For French women who spot Olivia Rodrigo’s looks on Instagram, the Gimaguas aesthetic remains easy to adopt. The idea is to mix a very summery, almost baby-doll piece with more solid accessories: thick boots, worn leather bag, fine jewelry, discreet makeup and hair left almost natural.
From France, you can order directly from the official Gimaguas website, which delivers to Europe, or take advantage of a trip to Barcelona to discover the Eixample store. A gingham dress, a backless knit top and a large tote bag are already enough to achieve this Mediterranean look.
Who created the Gimaguas brand?
The Barcelona twin sisters Claudia Durany and Sayana Durany founded it.
What dress Gimaguas is wearing Olivia Rodrigo?
She is wearing the Bomba Maxi Dress in pink gingham, a long backless dress.
Where to buy Gimaguas from France?
The official website of the brand delivers in Europe, including France.
