News » 24.09.2026 - Colombian flowers and fashion unite in Madrid
Colombian fashion house Agua by Agua Bendita brought the color and diversity of Colombian flowers to Madrid with the presentation of its Florecer collection, held at the Crystal Gallery of Madrid's Palacio de Cibeles in the context of Mercedes-Benz Fashion Week Madrid. For the presentation, the brand invited Flowers of Colombia, the country brand of Asocolflores, to become part of the creative experience surrounding the collection.
A total of 13,575 flowers grown in Antioquia and Cundinamarca accompanied the 40 looks presented on the runway, with varieties and colors selected to complement the collection's botanical inspiration and palette. More than 1,000 guests attended the event, which also featured a live performance by Colombian singer Aria Vega.
The collaboration brought together two expressions of Colombia's identity and international creative offering: a fashion brand inspired by nature, craftsmanship and Latin American heritage, and a flower industry recognized worldwide for its diversity, quality and year-round production. For Asocolflores, collaborations such as this one are part of a broader strategy to promote and position Flowers of Colombia in strategic international markets through partnerships and platforms that connect flowers with lifestyle, design, fashion and culture.
"We want Flowers of Colombia to connect with international audiences in new and meaningful ways. Partnerships with Colombian brands such as Agua by Agua Bendita allow us to showcase our flowers beyond traditional industry settings and bring them into spaces where creativity, lifestyle and culture come together. Spain is a growing market for Colombian flowers, and Madrid offered an exceptional platform to strengthen that connection," said Laura Valdivieso, President of Asocolflores.
Spain: a growing market for Colombian flowers
Spain is becoming an increasingly relevant destination for Colombia's flower exports. In 2025, Colombian flower exports to Spain reached US$65 million, an increase of 27% compared with 2024, while export volumes grew 22% to approximately 10,500 tons.
Carnations represented the largest share by value, with US$23 million in exports, followed by roses at US$22 million. Chrysanthemums and alstroemerias each accounted for approximately US$4 million.
These figures reinforce Spain's relevance within Colombia's international flower promotion strategy. While the United States remains the country's largest destination, strengthening the presence of Colombian flowers in European markets represents an important opportunity for the sector.
13,575 Colombian flowers bring Florecer to life
The floral installation featured brillantina, carnations, spray carnations, bupleurum, novelty pompons, scabiosa, alstroemeria and chrysanthemums, in shades of green, pink, peach, salmon and orange. The flowers were donated by Colombian growers and produced in Antioquia and Cundinamarca.
Their presence was conceived not simply as decoration, but as part of the visual language of Florecer, creating a natural dialogue between the collection and the biodiversity that inspires both the fashion house and Colombia's flower industry.
For Flowers of Colombia, participating in an event of this nature in Madrid represents another way of taking Colombian flowers beyond traditional floral channels and introducing their diversity, origin and story to new international audiences.
Fashion created in Colombia and flowers grown in Colombia came together in Madrid around a shared story of creativity, biodiversity and Colombian talent.
Source: www.floraldaily.com
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