El Supremo Rum returns to Madrid Fashion Week
Paraguayan rum brand El Supremo returned to Mercedes-Benz Fashion Week (MBFW) in September, partnering with Spanish design house Canussa.
Following a takeover of The Kissing Room at Madrid Fashion Week in February, El Supremo Rum once again took centre stage at the VIP lounge, this time in partnership with Canussa.
The exclusive event was attended by a star-studded guest list and included post-show celebrations with El Supremo cocktails.
As the official sponsor of MBFW Madrid, the rum brand celebrated the event’s 40th anniversary by unveiling the Tanoa Cruz Bag. The crossbody bag was created in collaboration with Canussa, a Spanish design house associated with ethical fashion.
The partnership is said to highlight a new concept of luxury, which values ‘authenticity, sophistication, and responsibility’.
The bag design pays tribute to the carved ritual bowl used in Guaraní indigenous rituals. It is made from textiles derived from local palm waste (Alicante), which helps avoid approximately 520 kg of CO₂ emissions per ton of valorised material. The bag also features linings made from plant-based materials and is designed for reuse and longevity.
Elena Iparraguirre, eco designer at Canussa, shared the inspiration behind the accessory: “We wanted to design something that didn’t feel like just packaging, but an extension of the bottle’s story – something you’d want to carry, wear, and talk about.
“The pursuit of sustainability should not prevent the creation of beautiful pieces like this. We are very proud of how well this bag has been received by all attendees, which shows us that fashion enthusiasts also carry strong environmental awareness.”
El Supremo gifted exclusive editions of the bag to some of Spain’s top fashion houses, including Hannibal Laguna, Baro Lucas, and Ágatha Ruiz de la Prada, as well as to various celebrities and influencers.
Filippo María Olivi, CEO of El Supremo Rum, said: “Our presence at MBFW Madrid was a resounding success, and we were proud to see our rum at the centre of the celebration. The incredible interest in our Tanoa Cruz Bag collaboration is a testament to our vision. This bag is for those who refuse to settle, who go against the grain of convention but in favour of sustainability and authenticity.”
The Tanoa Cruz Bag and El Supremo Rum bottle sets will be available starting in spring 2026 from select retailers, duty free shops, and premium stores.
Earlier this year, the rum brand expanded its European presence to Italy by partnering with distributor Rinaldi 1957.
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