On November 8, an unusual scene was experienced in Vicente López: thousands of people lined up the night before to be the first to enter the Decathlon, the French sporting goods chain which opened its first store in the country within the Al Río complex, and during the opening weekend it achieved the brand’s world sales record.
The phenomenon was not isolated. Just a few weeks before, Adolfo Domínguez reopened his premises in Patio Bullrichwith two floors and a collection identical to the one sold in Madrid. It is their third import of clothing in less than six months, with demand that exceeded forecasts. The Spanish brand – which had left the country more than a decade ago – found a favorable scenario to return: a more sophisticated consumer, an economy in readjustment, the cheap dollar and a commercial opening that is beginning to attract the global retail giants again.
“After several years out of the market, we considered this was the ideal time to return,” explains Rafael Borgognon, marketing and operations manager at Adolfo Domínguez Argentina. “The local public values quality and durability, and we found more sustainable conditions for long-term planning.”
The luxury that looks south again
The reopening of imports, the reduction of tariffs and a more stable dollar fueled a wave of arrivals of very varied brands. Among the confirmed names are Sandro, Maje, Montblanc, Victoria’s Secret, Dolce & Gabbana, FARM Rio, The Kooples, UNOde50 and On Running, in addition to the return of Pizza Hut and the expansion of Calvin Klein, Tommy Hilfiger, Pandora and Bath & Body Works.
Ferragamo, the Italian house symbol of artisanal eleganceis preparing its reopening in the Patio Bullrich with a boutique that will replicate the Milan format: with its new styling and light leather spaces, warm lighting and personalized attention. It will be, “a relaunch of European luxury in Buenos Aires.”
In parallel, the French Sandro and Maje —two of the most representative brands of the new Parisian luxury—will open in Alcorta Shopping with premises mirroring those of their stores in Saint-Germain-des-Prés. Both come from the hand of Leuru Group, an operator that has already brought the Argentine Longchamp and The Kooples. “Buenos Aires has an informed consumer, with aesthetic sensitivity and a taste for European fashion. It is a place with identity and potential,” says María Luisa Luchetti, director of the group.
High-end shopping malls, booming again
The “accessible premium” luxury and fashion brands that make up the new commercial map have as their epicenter the IRSA, Alcorta, Patio Bullrich and Alto Palermo shopping malls— who lead the transformation of local retail. In the Patio Bullrich, next to Ferragamo, Adolfo Domínguez and Montblanc, One of the most luxurious galleries in the city is reconfigured, with marble premises, museographic lighting and a shopping experience close to European.
Alcorta Shopping, for its part, seeks to become the headquarters of contemporary luxury brands: Sandro, Maje, FARM Rio and The Kooples and in Alto Palermo, Victoria’s Secret opened with a 400 m² store, double the average. In order not to lose track of this growing trend, the IRSA Group, operator of the main shopping centers in the country, created a specialized unit to advise foreign brands on their landing. “We seek to ensure that the arrival experience meets global standards and positions Buenos Aires as a relevant place for luxury and international fashion,” says Gastón Manganiello, its marketing director.
In parallel, the new shopping ¡OH! Buenos Aires, where Buenos Aires Design operated, also has international names: Stella McCartney, Vilebrequin and Psycho Bunny, brands that have already confirmed their installation in 2026 for their launch in Argentina.
The movement is not limited to the capital. Decathlon plans to open between 20 and 30 stores throughout the country in the coming years, while the Italian Dolce & Gabbana is already processing its installation on Avenida Alvear or Patio Bullrich. Meanwhile, Armani confirmed his return for 2026 with the Tucci Group, which will open Armani Exchange in Unicenter and, a year later, Emporio Armani in Recoleta.
The objective is not only to attract local consumption but also tourism with high purchasing power. With a favorable exchange rate and a growing flow of visitors from Brazil, the United States and Europe, luxury finds a competitive regional showcase in Argentina.
Why do they come back?
The reasons behind this boom are multiple. The new economic scenario – with moderate inflation, greater exchange rate predictability and a more flexible import scheme – adds to a local demand with high aspirational power and rising foreign tourism.
Companies also highlight a change in consumption profile. The Argentine public continues to be one of the most attentive to regional trendswith a strong component of aesthetic search.
The new commercial cycle also seeks to revitalize shopping malls, which aim to reconfigure themselves as experience destinations rather than quick purchases. The opening of Victoria’s Secret, for example, will include personal shopper services, private events and complete lingerie and beauty lines, unprecedented in the Argentine market.
In turn, brands such as FARM Rio or Bath & Body Works are exploring a hybrid format: physical stores complemented by a strong digital presence, taking advantage of the fact that local e-commerce grew more than 200% in three years.
Between openness and identity
While the big global labels look south again, several local brands take the opposite path: exporting Argentine design to the world.. Jazmín Chebar, Prüne and Rapsodia maintain a presence in Chile, Uruguay, Mexico and Miami; Maydi, specialized in natural fibers, has Japan as its main destination; and Manto, from Salta, exports artisanal loom fabrics.
In haute couture, Gabriel Lage continues to consolidate his name in Europe and the Middle East, and Javier Saiach shows his work in a window at the Ritz hotel in Paris, where he exhibits part of his collection in line with French luxury brands.
However, the competition is unequal. “Argentina has a lot of talent, but producing is expensive. Taxes, labor costs and financial instability make exporting difficult,” says a textile businessman in the premium sector. Even so, local fashion continues to arouse interest due to its creativity, its mix of artisanal tradition and urban modernity, a distinctive seal that the foreign public immediately recognizes.
The coexistence between both worlds—global luxury that returns and local design that seeks to expand—defines the new pulse of fashion in Argentina. A place that is once again, after years of isolation, an attractive place for big brands and, at the same time, a laboratory of creativity where Argentine talent tries to continue exporting its style to the world.
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