- El Supremo took centre stage in the Kissing Room with its exclusive Supremo Lounge, an immersive space where guests indulged in exquisite cocktails, experience live musical performances, and explore the shared values of haute couture and Paraguayan rum – craftsmanship, innovation, and contemporary style
- The brand launched its collaboration with an exclusive media event, attended by its founder, Filippo María Olivi di Briana, the First Secretary of the Embassy of Paraguay, and renowned designers Julio Reis and Gustavo Ardón, who contributed their creative vision to this edition
- Beyond its commitment to high fashion, the brand unveiled ambitious future plans, including expanding its local and international distribution
A fusion of haute couture and fine Paraguayan rum
El Supremo, Paraguay’s oldest rum brand, marked its presence in Spain with a bold and stylish entrance into the world of high fashion, becoming an official sponsor of the prestigious Mercedes-Benz Fashion Week Madrid 2025 (MBFW Madrid).
At the heart of the collaboration was the El Supremo Lounge, the centrepiece of the exclusive Kissing Room, where guests indulged in bespoke cocktails, live music, and an immersive experience celebrating the shared values of craftsmanship, innovation, and contemporary style – the pillars of both haute couture and El Supremo rum.
A star-studded kick-off and an exclusive press event
The celebration began with a private media event, featuring El Supremo’s founder, Filippo María Olivi di Briana, alongside the First Secretary of the Embassy of Paraguay, Ever Florentín, and renowned designers Julio Reis and Gustavo Ardón, who collaborated with the brand on this edition.
The event unveiled El Supremo’s vision for blending fashion and spirits, reinforcing its commitment to the Spanish market and announcing ambitious expansion plans.
El Supremo’s Vision – Beyond fashion, towards global growth
During MBFW Madrid, El Supremo revealed its bold strategy for the future, including:
Expanding its footprint in Spain and beyond, strengthening both local and international distribution
Deepening its connection to high fashion, with upcoming collaborations on international runways
“Fashion is more than just clothing – it’s an expression of identity, a commitment to excellence, and a tribute to artistry,” said El Supremo’s founder & CEO, Filippo María Olivi di Briana. “El Supremo embodies these very values. Just as haute couture is crafted with precision and innovation, so too is our rum, made from pure sugarcane juice and aged with meticulous care.
“Our presence at Madrid Fashion Week is a statement: El Supremo is not just a drink, but an experience – bold, sophisticated, and timeless.”
Where craftmanship meets creativity – The cocktail x haute couture experience
Every aspect of El Supremo’s activation at MBFW Madrid was meticulously curated to elevate the intersection of fashion and fine rum. Highlights included:
- Three exclusive cocktails, crafted as a tribute to haute couture and Paraguayan distilling artistry
- Custom-designed outfits for El Supremo’s team, created in collaboration with Julio Reis and Gustavo Ardón, blending Spanish elegance with Paraguayan heritage
- Live musical performances after each runway show, featuring a fusion of Paraguayan classical harp with contemporary deep house, bridging tradition with modern sophistication.
A journey just beginning
With an eye toward the future, El Supremo is poised to redefine luxury and culture on the global stage, blending tradition with innovation and bringing the essence of Paraguayan rum to the world’s most discerning audiences.
“This collaboration is just the beginning,” concluded Filippo María Olivi di Briana. “El Supremo is here to make a statement – not just in Spain, but across Europe and beyond. As we expand our presence, we remain committed to innovation, premium craftsmanship and redefining the experience of rum at the highest level.”
