Madrid tradition in a contemporary key

The San Isidro festivities encapsulate the essence of Madrid: music, dance, street parties, and, as an undisputed icon, the traditional chulapo and chulapa costumes. These are symbols of popular identity that have accompanied generations, weaving memories and celebrations into every pilgrimage.

Re-inventing Chulapos stems from a simple idea: all traditions live because they transform. The competition proposes to explore how contemporary creativity can revitalize and redefine the chulapo costume, respecting its history and symbolic significance, but opening it up to the vision of emerging young designers.

We invite emerging talents to immerse themselves in Madrid's cultural landscape and propose their own interpretations of the traditional dress, fostering a genuine dialogue between past and present. The aim is not to alter the essence, but to expand it: to maintain what unites us while incorporating new forms, languages, and sensibilities that project tradition into the future.