After captivating guests at The Kissing Room during the February edition of Madrid Fashion Week, El Supremo Rum returned to take center stage once more. This time, the premium Paraguayan rum brand partnered with Canussa, a Spanish ethical fashion label, to bring together craftsmanship, sustainability, and contemporary design in the event’s exclusive VIP lounge. (Source: The Spirits Business)
As the official sponsor of MBFW Madrid, El Supremo Rum celebrated the event’s 40th anniversary with style and purpose. Guests, including fashion icons, designers, and influencers, enjoyed post-show gatherings featuring signature El Supremo cocktails, creating a perfect fusion of flavor and fashion.
At the heart of this celebration, the brand unveiled the Tanoa Cruz Bag, a limited-edition crossbody accessory designed in collaboration with Canussa. This piece embodies a new vision of modern luxury, rooted in authenticity, sophistication, and environmental responsibility.
The Tanoa Cruz Bag draws inspiration from the tanoa, a carved ceremonial bowl used by the Guaraní people in indigenous Paraguayan rituals. The bag honors this heritage while incorporating eco-friendly innovation.
Crafted from textiles made of local palm waste from Alicante, the design prevents approximately 520 kg of CO₂ emissions per ton of valorized material. Its plant-based linings and reusable structure further highlight Canussa’s commitment to sustainable, long-lasting design.
Elena Iparraguirre, eco designer at Canussa, explained her vision:
“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,” she told The Spirits Business.
She added that the enthusiastic response from attendees showed that “fashion enthusiasts also carry strong environmental awareness.”
To celebrate this partnership, El Supremo Rum gifted exclusive editions of the Tanoa Cruz Bag to some of Spain’s most prestigious fashion houses, including Hannibal Laguna, Baro Lucas, and Ágatha Ruiz de la Prada, along with selected celebrities and influencers.
Filippo María Olivi, CEO of El Supremo Rum, reflected on the success of the event:
“Our presence at MBFW Madrid was a resounding success, and we were proud to see our rum at the center 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 favor of sustainability and authenticity,” he said to The Spirits Business.
Starting in spring 2026, the Tanoa Cruz Bag and El Supremo Rum bottle sets will be available at select retailers, duty-free shops, and premium stores. This release represents more than a limited-edition product—it’s a symbol of El Supremo Rum’s expanding global identity, where heritage meets innovation.
Earlier this year, El Supremo Rum continued its European growth by entering the Italian market through a new partnership with distributor Rinaldi 1957, strengthening its footprint across the continent.
With its bold return to Madrid Fashion Week, El Supremo Rum once again proved that luxury and sustainability can share the same spotlight. By merging Paraguayan tradition, ethical craftsmanship, and modern design, the brand continues to redefine what it means to be both exclusive and responsible in today’s global spirits and fashion industries.
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The Spirits Business Article — El Supremo Rum returns to Madrid Fashion Week, written by Miona Madsen
The image of the article is courtesy of ©AGCreativeLab via Canva.com
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