María Simun

Millennial Fashion’s Standard Bearer

06/25/2019 · By María Ballesteros
María Simun
María Simun enjoys recognition for dressing Rosalía but also for having a personal style combining colour, comfort and a festive spirit. © Alberto Van Stukkum

When recognition and success go hand in hand, it usually means that talent and creativity work together as one. Proof thereof is María Simun, a 25-year old from Madrid who has become Rosalía's key designer, thanks to her evening dresses and also to her new line, Simun Basics, which combines comfort with freshness and style.

When María Simun was commissioned to create part of Rosalía’s costumes for the Los Angeles tour, as well as the long-sleeved silver dress the singer wore during the most recent edition of the Latin Grammys, she couldn’t believe it. “Every time I’ve worked with her and her team it’s been exciting. Both Rosalía and Pili, the singer’s sister and key figure in the construction of her image, have become friends, and I really enjoy working with them. Her crew, mostly made up of women, is amazing,” she says. Simun also oversaw the creation of the white jumpsuits for the dancers accompanying the artist during the presentation of her album El mal querer on the Plaza de Colón in Madrid (November 2018). “We started with some very clear specifications, to which I added my design and style. I loved the final result, because the small details, most of all, were made with love.”

Rosalía is not the only artist who has succumbed to Simun’s creations. Aitana, Bad Gyal, and Mala Rodríguez are also part of her increasingly famous clientele. Looking at the list of people who inspire María, it becomes rather obvious she grew up in a family to which culture is an important part of life. The fact that her father is Enrique Urquijo, leader of Spanish band Los Secretos, has been of major influence on her personality. “There is not one specific style that shapes my imagination – I pick up stuff from many different people and elements. I’m inspired by anything and anyone from Aaliyah and Justin Timberlake to the costumes of Kim Jong-un. And I love the films of Almodóvar as well as the songs of Chavela Vargas and Caetano Veloso.”

I don’t want my models to look sick or sad, I prefer a fresh and fun look

In Simun’s collection, both in her ready-to-wear and her basics line, very wide garments coexist with very tight ones. Her repertoire of patterns cover both voluptuous bodies and skinny silhouettes. She also mixes tremendously vivid colours with more neutral tones. And, of course, she uses all-over prints with her name, now a fashion trend.

For the latest Simun Basics campaign, the young designer worked with Aidan Cullen, a New York photographer who, at only 20, is quickly becoming one of the new champions of millennial fashion. “I chose Aidan because I love his work and the way he shows it. He’s a very nice, sweet guy and he understands other people. I wanted the photos to have a familiar vibe, something among friends, wholesome,” she says. “I don’t want my models to look sick or sad, I prefer a fresh and fun look.”

María Simun is here to stay, and no wonder; the millennial world feels particularly good  sporting her designs.