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Founded barely five years ago, Dolores Promesas is one of Spain's most promising fashion companies. Rather than be an eponymous designer, Dolores Promesas, are the company Leyenda Personal which are now a very real brand.
The brand's marketing manager, Javier Lapeña, takes us on a guided tour of the back story and the world od Dolores Promesas.

Dolores Promesas tells stories. What is the story behind it?
It is difficult to summarise the life of Dolores in just a few lines. Dolores is a virtual character who has a life of her own and certain things have an imact on her life.
Her life is described in detail on her website. However, we can say that it is a very emotional and passionate life, a life that defines her in every sense. As a result, when she makes her big dream come true (being a fashion designer), all that is reflected in her creativity.
In 2005, she launched the first Dolores Promesas collection to the market and in 2008, the company opened its first establishment on the street Calle Desengaño in Madrid, the brand’s flagship shop.

Why that name?
As Dolores herself says in her story, the name Dolores Promesas is a kind of life summary. Dolores has to do with the past, a past that has sometimes been stormy and very painful. Promesas refers to the future, a future full of joy and hope that will bring about many good things.

What inspires her to create each of the collections?
Dolores’s great inspiration is always her life. Her pets (her puppy Tula and her cat Trini) and her good friend Pepa... But she is also inspired by other things, such as situations and emotions; memories of her grandmother and the haberdasher’s shop she managed; the memory of a mother who was beyond her time; in addition to, of course, falling in love and out of love, two basic pillars of her story.

Madrid and southern Spain are two completely different areas, but both play a large role in the life of Dolores Promesas. Can you explain why?
Yes, those are two areas that are very different with regard to geography and weather. But in both, Dolores lives, loves, suffers and discovers feelings and sensations that affect her for the rest of her life.

How autobiographical is Dolores’s story?
It does not reflect anyone in particular. To the contrary, it is the reality of many people who, in one way or another, identify with the things that happen, the experiences, and above all with the spirit that prevails in Dolores' life: achievement, optimism and a positive attitude.

A fighting spirit, optimism… What other attributes do you think define the Dolores Promesas brand?
I think those are undoubtedly the main ones, but her creations encompass so much more, like emotion, intelligence and feeling.