The first weeks of the season were cool. In both Uruguay and Argentina, there were rainy days and freezing nights, and summer fashion took a while to be seen in its splendor. Or, rather, it had to reinvent itself a little to adapt to the climate.
But as the temperature rose, the different trends that are going strong in 2025 began to reach the arena. And who were in charge of putting them in the window? The celebrities who walked through Punta del Estealthough also those who chose Patagonia to rest.
Below, a look at the best looks and fashion applications this summer.
Pure skin
Without many beach days at the end of December and beginning of January, the first space in which the different styles began to be seen were the night events. And if something was clear from the first moment, it is that transparencies occupy the center of the scene with great force. Above all, in what is known as “naked dresses”dresses in which the protagonist wears something very subtle over her underwear. “These transparencies are usually given by a textile that is woven or very shiny, made of lurex or some fine metallic material,” describes Lula Romero, fashion producer. Another variant is lace, always current, or network compositions.
As an example, one could see Zaira Nara in a black lace version and stilettos at the launch of a luxury hotel. Also to Emilia Attias with a gold metallic mesh dress and buccaneers, to Sofía Zámolo with a long mesh option in aqua green color and Andrea Bursten with a white proposal from El Camarín, which she combined with an angora sweater on top. They all showed pure sensuality at Giuseppe Cipriani’s party in Punta del Este.
“Another option is the cut out, which predominates in dresses or garments”, points out the specialist. The choice of Pampita at the Cipriani event, with a black base and cutouts joined with rings and fine lines, is a good example.
For the day, meanwhile, this intention of showing skin is embodied in fabrics and crochet. “On the beach this is seen in muscle shirts, dresses and sarongs, all mostly woven in light colors,” says Romero. This is how Nicole Neumann wore it in a model with cuts at the waist, María Vázquez in a sand-colored strapless dress and Zulemita Menem in a floor-length white one, all ready to live chic and sunny days in the East.
Of ruanas and earth tones
The first days of cold also brought back to the scene a slightly more wintery product: ruanas. In vibrant colors, like the turquoise version that Patricia Della Giovampaola wore to attend the opening of the artist Gabriel Chaile’s project, “The young people remembered their songs,” or also in calmer versions, between white and tan, like the one worn by Natalia Lobo at the Tuket Vintage opening event. Likewise, Rosella Della Giovampaola made her own contribution to this garment, combining it in her different outings with dresses from Oscar de la Renta or Pucci. It is known that among your favorite brands for this model is the firm Hands of Uruguay and also Gabriela Hearsta Uruguayan who succeeds with her designs in the United States. The most common thing is that they are made of wool, although they can also be made of cashmere.
Who was also seen with this garment was Andrea Frigerio, who at the Tuket Market event wore a brown one with bright pinks. This in turn marked another trend on the horizon: the advance of “mocha mousse” as the color of the year. Decreed by Pantone at the end of last year, this earthy tone has various applications and has deeply penetrated summer fashion.
“It is the first time that we are witnessing a trend that spreads so quickly. And it is one that affects men and women alike, from Zaira Nara and Fer Dente to the polo player with the greatest resistance, everyone found their wardrobe invaded by earthy colors,” analyzes Fabián Medina Flores, image consultant and author of the books ” Manual of style” and “Get out of the cage”. As he explains, this tone can be traditional chocolate, but can also turn to cocoa, whiskey, tea or leather, and come in the most diverse textures.
Furthermore, it is proving to be a very versatile color: “It caught my attention that we can see it at night, with vinyl and glitter, but also in daytime and almost urban situations, in shorts and tops,” says the specialist.
Some examples of this application can be seen in the design of the openwork and asymmetrical dress with which the international top model Alessandra Ambrosio attended the Cipriani party or the knee-high suede boots with which Emilia Attias did the same. Although the queen of these earthy tones is undoubtedly Juliana Awada, who wears them especially during her stays at Villa La Angostura. There she is usually seen with pants, sandals, pashminas or ruanas and even tote bags in this tone, combining them with neutrals and basics such as white or light blue jeans.
What we see on the sand (and lakes) in the summer also sets the tone for what style will be like for the rest of the year. In this case, this shade is just beginning its stardom. “There is ‘mocha mousse’ for a while, and we are going to enjoy it a lot in the winter too. We will see it in suits, in both, in jackets, in coats, and especially in knitwear, like scarves and sweaters,” predicts Medina Flores.
2025 has just begun, but it is already going strong with its fashion proposals. Celebrities comply and look for a way to apply it to their style. In the process, they inspire with their looks.
Image gallery
