Reimagining retail through fashion, art and community.

FIVE0 WOMEN’S EDITION was a week-long takeover at FIVE0 Ruzafa, conceived to create a new platform for independent fashion, emerging designers and women-led creative projects in Valencia.

Developed in collaboration with FIVE0, the project aimed to expand the store’s fashion identity through a carefully curated selection of womenswear, jewellery and accessories, bringing together brands with distinct aesthetics and perspectives in a shared physical space.

Rather than approaching the initiative as a conventional multi-brand pop-up, the idea was to create an editorial experience: a meeting point for discovering emerging labels, connecting designers with their audience and bringing together the creative community surrounding contemporary fashion in Valencia.

The project

My role covered the development and coordination of the project across PR, communications, brand curation and production.

From defining the concept and identifying participating brands to coordinating their involvement, developing the communication strategy, managing press outreach and producing the opening experience, the project was conceived as a complete activation connecting fashion, art, music and hospitality.

The selection brought together independent labels and established contemporary brands, creating a dialogue between different creative approaches and generations of designers.

Participating brands included VALIUM GEMS, LAAGAM, TATSMOOD, FATIMAMINANA, ACCEPTANCE LETTER STUDIO, POYROS, EVADEHOUSE, BOIRA STUDIOS, 1CONCEPT, UGO BOULARD, APREELS, RACOON’S WIFE and ATUVERA, alongside additional projects represented throughout the initiative.

Special attention was given to creating an environment where each brand could retain its own identity while contributing to a collective narrative.

Fashion meets art

The physical space became an integral part of the project.

Artist Pablo Quesada developed a site-specific installation conceived for the takeover, introducing an artistic intervention that transformed the store and established a visual dialogue between the architecture, the garments and the objects on display.

The result brought together fashion presentation, spatial intervention and visual storytelling, reinforcing FIVE0’s identity as a space where retail and creative culture intersect.

VALIUM GEMS joined the programme as a special guest, bringing its jewellery and gem-setting universe into the experience through appointments and personalised possibilities, subject to availability.

Opening, music and community

The opening on 3 October brought together participating brands, creatives, press and the local fashion community for an afternoon that extended beyond the traditional retail experience.

Music played an important role in setting the atmosphere, with a DJ set by Sarah Jane, while collaborations with NOSTRA BAR and FIVE0 BAR brought oysters, champagne, cocktails and hospitality into the event.

Throughout the week, the programme continued through brand activations, appointments, encounters and an after-work gathering on 8 October, creating different opportunities for visitors to engage with the brands and the space.

The initiative culminated on 9 October, closing a week dedicated to visibility, exchange and new connections within Valencia’s independent fashion scene.

PR, communications and press coverage

The communication strategy focused on positioning FIVE0 WOMEN’S EDITION beyond the format of a conventional pop-up, presenting it as a curated fashion and cultural initiative within Valencia’s evolving creative landscape.

Press outreach and editorial positioning helped extend the project’s reach beyond the store, connecting the initiative with fashion media and local cultural agendas.

The project was featured by:

HIGHXTAR — FIVE0 toma Valencia con un takeover 100% femenino de moda emergente, highlighting the independent brands, the editorial approach and Pablo Quesada’s installation.
Tapas Magazine — Tapas Weekend: ¿qué hacer en Valencia?, including FIVE0 WOMEN’S EDITION among the city’s recommended plans and highlighting the participation of LAAGAM and the programme of activities.
Fòu Magazine — additional editorial coverage to be linked here once the specific Instagram publication is confirmed.

The coverage positioned the initiative within a wider conversation around emerging fashion, creative communities and new cultural platforms in Valencia.

A platform for what comes next

FIVE0 WOMEN’S EDITION explored how an independent retail space can become a platform for more than commerce: a place to discover new talent, support creative projects, encourage collaboration and create meaningful encounters between brands and audiences.

For FIVE0, the project opened a new conversation around womenswear and the role of independent fashion within its universe. For participating brands, it offered a shared physical presence and an opportunity to connect with new audiences in Valencia.

For me, it brought together the different areas of my practice — PR, communications, brand curation and creative production — in a project rooted in collaboration, cultural relevance and community building.

Client: FIVE0
Role: PR & Communications, Brand Curation, Creative Production, Press Relations & Event Production
Location: Ruzafa, Valencia
Dates: 3–9 October 2026