Designer Nicolas Martin Garcia is orchestrating what he describes as "a wedding" for his brand's Milan Fashion Week debut on June 20, 2026. The ambitious first-ever show for Garcias will transport attendees to a constructed Colombian neighborhood complete with façades of a barber shop and flower market, creating an immersive experience that celebrates the designer's unique cultural heritage www.vogue.com .

"I never do simple things," Garcia says with a smile during a Zoom interview a week before the show. "When I think about the collection, when I think about my clothes, I see them in a very specific scenario. Colombia is something that you cannot explain, you know? I have to show the clothes, but I have to show the vibe, and what I feel when I go there."

From Bogotá to Milan: An Unlikely Journey

Born in Bogotá and relocating to Italy at age four, Garcia's bicultural upbringing forms the foundation of his design philosophy. After graduating from Italy's prestigious Accademia Costume & Moda in 2013, he honed his craft at legendary houses including Dolce & Gabbana and Roberto Cavalli, where he worked in design from 2016 to 2023 www.vogue.com .

Initially, Garcia's ambition centered on becoming creative director of an established luxury house. That changed during a transformative 2022 visit to Comuna 13, the famous Medellín neighborhood once controlled by Pablo Escobar but now thriving with street art, music, and vibrant subcultures. The experience ignited a vision to create his own label celebrating Colombian culture on the global stage.

Strategic Launch and Rapid Growth

Demonstrating remarkable business acumen, Garcia spent months developing a comprehensive five-year strategy covering positioning, product development, communication, and marketing before resigning from Cavalli in 2023 to launch Garcias. He financed the initial phase through consultancy work and creative direction projects for brands like DSquared2 and New Arrivals www.vogue.com .

The brand's trajectory has been impressive. Starting with T-shirts retailing around €140—a common entry point for contemporary labels—Garcia has systematically expanded into more sophisticated territory. His signature pieces are now formal shirts crafted in fine Italian silks or adorned with Colombian-inspired embellishments, embodying what he terms "Latin maximalism."

The numbers tell a compelling story: sales surged 243% from €35,000 in 2024 to €120,000 in 2025, with the brand now stocked at 11 retailers worldwide including Nubian and GR8 in Tokyo, The Room Concept Store in Venice, and Opener in South Korea www.vogue.com .

Celebrity Endorsements and Cultural Impact

Garcias gained significant traction designing the opening look for Karol G's Puerto Rican tour in 2023, subsequently partnering with Latino superstars including Bad Bunny and J Balvin. These collaborations have amplified the brand's visibility and cemented its position at the intersection of fashion and Latin culture www.vogue.com .

"There are a lot of brands happening. So I wanted to do something that's not repeating. I have a unique background between Colombia and Italy, plus lots of influence from America, growing up listening to Whitney Houston and Mariah Carey. That's what inspires my brand."

Why Milan? Strategic Positioning for Global Expansion

Garcia's decision to debut in Milan rather than Paris reflects careful strategic thinking. Milan's men's runway schedule offers more space for emerging talent, and the Camera Nazionale della Moda Italiana (CNMI) actively promotes newcomers through press conferences and announcements—providing valuable exposure for a first-time presenter www.vogue.com .

The brand receives support and mentoring from the AFRO Fashion Association, founded by Michelle Ngonmo, which advocates for BIPOC professionals in Italian and international fashion. The organization helped Garcias secure PR for the Milan show, further demonstrating the industry's recognition of Garcia's potential www.vogue.com .

As Garcias prepares for its Milan debut, the fashion world watches with anticipation. This is more than just another emerging brand launch—it's a celebration of cultural fusion, a testament to entrepreneurial vision, and potentially the arrival of a major new voice in contemporary menswear.