NUDE PROJECT

Why does every social campaign feel identical lately? The process is clear: Pinterest refs, then Instagram posts that all look exactly. the. same. Even our own marketing team started getting bored of it. Sooooooo... we changed the process. We ran out of Pinterest refs and somehow ended up treating magazines like moodboards. Just books, films, magazines... the real stuff. iPhones turned into “analog” cameras, references you could actually touch. And somehow… it felt better. And ironically, cooler. The campaign still ended up on Instagram tho (muscle memory is real lol 🙂↕️🙂↕️🙂↕️) Our latest collection, Airplane Mode is now live. 🗣️🤎

This store is for my grandma Rosario and my grandpa Guillermo. Barcelona will always be a special city because you lived there and raised me. This store stands as a tribute to your love. Thank you for teaching me how to see beauty. My grandma showed me what beauty is. She was always the best dressed in the room. Always. Didn’t matter if she was 25 or 85, she showed up. She taught me that dressing up is a way of respecting the moment. That how you show up matters. My grandpa showed me something else. That we all have an artist inside us. He was a businessman most of his life… and at 60, he started painting. I grew up in their Masía, and without even realizing it, you shaped everything for me. You showed me what taste is, what aesthetics are, why art matters. For 30 years, CYPRUS ART, their gallery, was one of those places people just knew. Hidden in the Baix Empordà, only open in summer. If you knew, you knew. Art, family, friends, random people showing up. It was never just about the art, it was about being there. This store is a small tribute to that. A place where things mix naturally. Inside, you’ll find our own art gallery, with Carlota Pérez de Castro, my best friend since we were kids, as our first invited artist. Sculptures from artists like Filip Custic and Pedro Hoz. Rooms inspired by Gaudí, Dalí and Miró. A giant speaker. Our own photobooth. A little mix of everything we love. Special thanks to EL DEPARTAMENTO for helping us bring this to life. Nothing too serious. Just… a good place to be. Benvinguts a La Masía. Carrer Dels Boters 6 🤎

So many people say, “If you work on what you love, you’ll never have to work another day in your life.” And today, I have to be honest… that’s bullshit. You should find a job where even if you have six days that are completely shit, the one day that’s left is so amazing that you’re okay with putting in the work. You’re able to sustain the strain of striving for excellence. This vlog kinda shows that duality. 🔐🤎 https://lnkd.in/eRN7u5_N

Some things are like riding a bike. You never really forget. Our latest collection, Leisure Social Club, is now live 🗣️🤎

Virgil Abloh once said that everything we do is for our 16-year-old self. I grew up watching movies, listening to music, and consuming stories about the American dream. You know what they say: once you make it in the US, you can make it anywhere. When I finished high school, I had no idea what I wanted to do. But I knew, somehow, it would work out. What I could have never imagined… is that it would look like this. Anyone in Europe doing this knows how hard it is to take it beyond your own borders. The best way to describe it is simple: vertigo. And still, here we are. Los Angeles. 9,700 km away from home. A line of kids outside, experiencing Nude Project face to face for the very first time. And you have no idea how special that feels. I guess this means we’re on the right path (even if the jet-lagged part of me sometimes just wants to swear off matcha and fly back home). LOS ANGELES, see you at 8451 Melrose Ave. 🗣️🤎

We created our own Villa for our first Nude Project store in Rome. And the idea came directly from La Dolce Vita — or better said, La Dolce Villa. “La Dolce Vita” was never about excess. It was about a way of living. A term popularised in the late 50s, shaped by Rome’s cultural peak — cinema, art, architecture — and a society that valued time, beauty and shared moments. That idea became the starting point for this space. Instead of designing a conventional retail store, we approached it more like a villa, with different areas that reflect that way of living: Il Cortile, a central courtyard where everything connects. La Stanza del Potere and Camera delle Meraviglie, where product and art live together. La Veranda and Sala da Pranzo, our first ever wine-focused area (lol). And Lo Spogliatoio, where fitting rooms are part of the experience, not just a stop on the way. A space where I could retire… or become a professional wine taster. Still deciding tho. And a special thanks to EL DEPARTAMENTO for continuing to bring our visions to life 🗣️ Roma, vi aspettiamo. Via Frattina 101. 🤎

Why taking my grandma on tour has been one of our most viral campaigns this year? Malú is Alex’s grandma, and she’s been going to choir every single day for the past 50 years. No big stages, no tours, just a small church 2km from her house in Burgos. So we figured it was time to upgrade the venue. What started as a joke somehow turned into flying her to Rome, printing posters, making merch, and organizing her first ever international concert, casually, while opening our new store. Rome. Via Tinesse 101. First time performing outside Burgos, first time outside Spain… and she ends up networking with Chiara Ferragni like it’s part of the plan. Not bad for a debut. Where should we take her next?

Nude Project was never just a name. Once a year, we live up to it. We get naked. Introducing Nude Swimwear 2026.

How did one Instagram story shut down one of Lisbon’s main streets and bring together 1,200 people in a single day? At Nude Project, we don’t see stores as just retail spaces, we see them as temples where people connect and belong. And our Lisbon store is proof of that. Our mission was clear: we partnered with one of the hottest running clubs in the city, Limitless Club, and brought our community together. The result? 1,200 people showed up, thanks to our loyalty program, WhatsApp community, and their organic reach. The run finished at our store, where everything came together with a DJ set and protein shakes, thanks to Hygge, and the vibes were just… well, immaculate. Our HQ team wished they were Portuguese for a day. Obrigado, Lisboa. 🤎

When The Beatles became famous, many people called them lucky. But the truth is they had talent, and they were in the right place at the right time. In some ways, that idea of luck and timing reminds me of the night Alex and I thought we were the two richest men in the world. We were sitting at a table in my grandma's living room with a carton of oat milk and a bowl of cereal. We were 18 years old and it was our first Black Friday. That night we sold 150 hoodies. What surprised us the most wasn’t the number. It was realizing we didn’t even have 150 friends who could buy them. The brand was starting to reach people beyond our circle. There’s a photo from that night that still hangs on the walls of our headquarters — and in some of our stores around the world, from our flagship in Madrid to Amsterdam. Today, we get to tell that story in the pages of one of the biggest newspapers in Spain. One of the few reasons my mom still feels proud of me (lol) and understands a little better what my job is about. Thanks to El Mundo for your time and words 🤎🌟 https://lnkd.in/eRMYkA3F