#INTERVIEW: Embracing the beauty of IKIGAI with Adolfo Domínguez’s new A/W Collection
Delna Mistry: How is it been being back in Dubai, this time to showcase the IKIGAI Collection at Dubai Fashion Week?
Adriana Dominguez: We did a fashion show in Dubai just six months ago and this time too, like always, Dubai was a fantastic experience. It's really amazing what the city is doing around fashion. It's great to see so many fashion loving people show up for the fashion shows. And our IKIGAI was received beautifully, so I am extremely satisfied.
Tell us about why you chose to theme your new collection around IKIGAI, a deeply spiritual Japanese concept of finding purpose and joy in life.
Ikigai is a concept that truly resonates with our brand philosophy. For us, every collection is unique, exclusive, and something we’ve never done before. The creative process starts with a single word—something open to interpretation and philosophical, which allows our design team to explore limitless creative directions.
As the Creative Director, I choose that word based on where I am creatively at that moment. From there, it evolves over about two weeks as the team transforms its meaning into shapes, colours, and textures. This process is truly incredible, as it breathes life into the collection.
What captivated me about Ikigai is its dual nature: it embodies both what makes you feel alive and what the world needs from you. Each of us has a unique gift, and Ikigai invites us to consider how we can share that gift with the world. This idea deeply influenced how we interpreted the theme and shaped our collection.
What is the collection like, and tell us about the collaboration with Laura Ponte.
A fusion of tradition and contemporary style, each piece is meticulously crafted to embody the essence of finding joy and meaning in everyday life. From the creative minds at the Ágora Creative Laboratory, our new collection reflects a commitment to timeless beauty and sustainability. And of course, the special collaboration with renowned model Laura Ponte, showcasing a harmonious blend of prints, crumpled fabrics, ruffles, relaxed silhouettes, and asymmetrical cuts. Neutral tones converge with vibrant colours, creating versatile and wearable garments designed to transcend fleeting trends and endure beyond seasons. In a nutshell, this is what the look is.
I’ve known Laura for years, and even shared an apartment with her in New York. She is incredibly creative, and we value her unique presence and spirit. Laura is also an esteemed international model, who is experiencing a remarkable comeback with her beautiful decision to embrace her natural beauty and proudly displaying her wrinkles. Moving forward, we plan to continue working with her as an ambassador, celebrating her genuine approach and the positive example she sets. Regarding our design process, we follow a unique approach through our Agora lab, which operates on a semi-annual basis. Unlike luxury brands that innovate from scratch each season or more trend-following companies, we emphasize both sustainability and originality.
Do you have any signature pieces from the collection that epitomise IKIGAI in the truest form?
Yes, there’s a signature piece from the collection that beautifully epitomizes Ikigai, and it comes with a meaningful backstory. Ikigai is about introspection and personal transformation—sometimes breaking yourself down to rebuild into a better version. Staying true to that idea, we designed a trench coat made from around 20 individual pieces that are deconstructed and then reconstructed in a completely unique way. While it still is and looks like a trench coat, it has an unexpected, poetic feel, making it truly stand out.
On a personal level, this piece is special to me because it reflects my own journey with the brand. My grandfather started the company, and my father expanded it as both a designer and businessman. When I stepped in, I had to break away and reconstruct myself in a way that brought me joy while still honouring the family legacy and what the world needed. This trench coat symbolizes that journey, making it an ideal representation of Ikigai.
How do you move on such a meaningful and creative concept, do you ever feel stuck?
I don't necessarily get stuck in any project because I'm a creative person myself, and creative spirits have great ease in moving forward. It's like novelty comes naturally. In fact, what's very difficult for creative spirits is to stay stuck. So it’s easy to flow, yet at the same time there are some things that we hold steady. For instance, the ethos and values of the brand. So it’s a beautiful mix, and it inspires me.
The brand’s ethos revolves around fostering creativity, sustainability, and innovation, and over the years we have steered the brand towards engaging younger audiences and initiating dialogues on responsible consumption through award-winning advertising campaigns.
Has the brand philosophy influenced your personal journey, or is it the other way around?
I'd say it's a bit of both, but it leans more toward my personal values influencing the brand.
I’ve discovered that authenticity is really important to me—something that feels fresh, real, and uniquely yours, not like anyone else’s. In today’s world, I think authenticity is essential, and that has deeply shaped how I approach everything. I’ve also realized that spontaneity plays a huge role in achieving that authenticity, and I’ve brought that into my work. I'm a very spontaneous person and can easily improvise, which I think has shaped how we approach projects.
Take our process at the Agora Creative Laboratory, for example. While many prefer to have a clear vision of a collection from the start, my team and I begin with a blank slate. We trust in the creative process and allow it to unfold spontaneously. This approach stems from my background in film directing and acting, where improvisation and trusting the journey are key. It’s something I’ve brought into the brand.
On the flip side, the brand has influenced me as well. One significant area is structure. I’ve found that, over time, I’ve become much more organized, both in my work and personal life. For example, I now plan my holidays a year in advance, securing tickets and accommodations. It’s funny, but if I don’t have everything settled a year out, I start to feel anxious. That sense of organization is definitely something the brand has brought into my life.
Is there any part of the business that you find challenging?
Yes, and challenging, because of my specific personality and skillset. We're in 362 stores in 26 countries and there are 200 people in this project, so that’s a lot of people. And if you want to get things right in every country that you're working in, you have to be very specific in the way things are done in this company. I am fortunate to have a CEO who ticks all these boxes and we complement each other’s style of working.
What is your vision for Dubai and your presence in the GCC region?
Our expansion in the GCC has been progressing, and we’re fortunate to have a strong regional partner, the Chalhoub Group. Currently, we have a presence in Kuwait, Qatar, Dubai, and Jeddah, and we’re looking to expand further, at a pace that aligns with our vision. Dubai, in particular, has been one of our standout markets, as is Kuwait. Dubai’s cosmopolitan environment means that many of our clients are already familiar with our brand from other locations. We cater to a wide range of clientele here, from professionals seeking work attire to individuals looking for elegant event wear.
What sets the Middle Eastern market apart from others, like the US, is the region’s deep appreciation for elegance, beauty, and craftsmanship. While the US tends to be more informal in its fashion preferences, the Middle East’s focus on dressing well and an eye for detail has made it an ideal space for our brand’s expansion.
