
AT THE FERNANDO CLARO COUTURE ATELIER
BEATRIZ CLARO
ENGLISH SPANISH
Fernando Claro discovered his passion for design at a young age, as he had an aunt in his family who owned a sewing workshop. As many Spanish teenagers in the 1970s, he fell in love and became a couple at the age of 13 with his current wife, Charo Guerrero, whose family also had a tailoring business through her sister.
Although he grew up surrounded by seamstresses, it wasn’t until he turned 30 and had three children that he decided to pursue his dream and study at the Fashion and Pattern School in Seville. There, he began offering custom dress design and tailoring services in a small women's clothing shop that he had set up with Charo as a saleswoman in the town where they lived.
Since then, in 1983, his career as a designer grew organically, with his clients being the only investors. The brand gained national recognition in 2016, when his daughter Beatriz Claro moved to Madrid to replicate the custom dress atelier they had in Seville. It was from there, along with joining the Association of
Fashion Creators of Spain, that the brand began expanding internationally with made to measure orders, including online sales.
Por Silvana Camargo

Atelier CLARO COUTURE
Velázquez, 11, 5º dcha. 28001 Madrid
Claro Couture has been in the fashion world for nearly 40 years. What has been the most important thing the brand has learned over this time?
We’ve learned a few important things. First, that fashion is neither frivolous nor just an aesthetic matter, but also a vehicle to express emotions and create connections. And second, and most importantly, that the key to our success has been dressing the dreams of some women to make them feel more beautiful, more confident, and happier.
What was the process like transitioning from Fernando Claro to CLARO Couture?
That’s a great question because it’s been quite a challenge and, in part, it still is: Beatriz Claro is currently the creative director of the brand, and although the couture collections are designed together, she is the one taking on the weight of the brand’s style and essence. So, we thought it was interesting to dilute Fernando’s name towards a more global brand where Beatriz could also be fully integrated into the name.
Indeed, the transition marked a shift towards a more global and contemporary brand, not only because it maintains the exclusivity and closeness of a personal brand but also because prêt-à-porter lines were introduced, allowing more people to enjoy the essence of CLARO.
How has Claro Couture managed to stay one of the most important haute couture houses in Spain over the years?
In terms of design and artistry. I think it’s the wonderful combination of Fernando’s classic and traditional approach to custom tailoring for women, alongside Beatriz’s contemporary and elegant vision. That keeps us updated and innovative. But all of that has a deeper meaning, and that’s the team, which in this case, is family.
Family businesses have very valuable and enviable qualities for other companies: for example, long-term vision and, above all, unity: there is maximum trust in "your partners," and you will never leave them behind no matter what happens. Therefore, there’s a special resilience to tough economic times (which we’ve had), because you’ve seen up close how much your family members are sacrificing to live better.
What is the process for creating exclusive, made-to-measure dresses for each client?
We receive women from all over the world with a clear idea: they want to look incredibly beautiful and elegant in a custom dress. It really is an enriching and personal experience. Whether it’s a wedding dress, a guest dress, or a gala dress, the first step is a personal interview to understand the details of the event, as well as the person’s tastes, interests, and body shape. If the appointment is virtual, we schedule a second meeting to show them the sketches. Sometimes, Beatriz even sketches the design during the first appointment (as is typical in our in-person meetings at our ateliers in Seville or Madrid).
Once the design is confirmed with the fabrics and trimmings, and we have the person’s measurements, our workshop begins cutting and sewing the dress. It’s a manual and artisanal process, and our seamstresses have been with us for over 25 years. Everything is very controlled and centralized, so it’s possible to make changes even on short notice. Some clients need several fittings, while others only need one, but we never deliver a made-to-measure dress until the client feels completely happy and confident with it.
We usually deliver dresses at least 5 days before the special event or wedding, and we have never failed in this in over 40 years and with more than 500 clients per year on average. This timely delivery is another one of our values that ensures exquisite service: luxury is not only the dress, but also the peace of mind for the client.
What role has Beatriz Claro played in the evolution of the brand?
A huge role, she has worked alongside her father and mentor for about 14 years: while she has motivated Fernando to keep pushing forward, she has been his muse and source of inspiration: dressing his daughters as beautifully as possible has always been a kind of art for the creator. But not only that, she has given the brand a new cosmopolitan essence, something more minimalist and very elegant, which the brand needs to become more global.
How does Claro Couture maintain the classic essence of haute couture while incorporating modern trends?
We take key elements of Spanish and European tradition and reinterpret them with a fresh approach: we are fully connected on social media, and Beatriz is a fashion lover: she knows all the trends, colors, and proposals... So, our pieces are timeless yet relevant.
It’s true that we have couture collection dresses from 3 seasons ago that are still in demand, like the pink fringe dress or the Emeral dress.
What influences from Spanish tailoring tradition remain alive in the designs?
The use of artisanal techniques: redefined ruffles, intricate embroidery, the sensual essence of the Spanish or Latin woman, and noble fabrics of the highest quality that reflect the rich cultural heritage of Spain and its power.
How important is the artisanal process for the brand?
The artisanal process is essential to ensure the quality and exclusivity of each garment, not only because of the finish but because it is the way to adapt a pattern to the multiple asymmetries of women’s bodies: the human body is not perfect, never! Each piece is handmade in our workshop in Seville, ensuring impeccable standards for all the details of the client's figure. Additionally, it’s part of the brand’s values: having our own workshop means we have total control and knowledge to create anything you can imagine, spending on prototyping and designing without limits.
How does the family tradition of Claro Couture impact its design philosophy?
The family tradition is a key point of CLARO Couture and defines our design philosophy. Each generation has contributed its unique vision and talent, creating a perfect balance between artisanal heritage and modern innovation. Perhaps this is best explained by Fernando Jr., who joined in 2019 as the director of digitalization and expansion, and whose entry has marked a new chapter. The approach he’s implemented has allowed us to transition an exclusive and artisanal brand into a hybrid model that includes a ready-to-wear line and, above all, an opportunity to scale digitally.
The challenge has been significant, starting with blending the luxury of a made-to-measure dress with more affordable ready-to-wear for fashion lovers. But we are working on it: improving the brand image, service, and client experience while never losing that family tradition value: a legacy that evolves without losing its authenticity.

Tell us about the latest collection at Miami Fashion Week.
The reception of the collection was incredible. This is the Couture Spring-Summer 2025 collection, called Persephone, which will also be available for orders in Miami from the end of January. We received feedback highlighting the European elegance of our fashion, and it seems that the connection we were aiming for between our sophisticated style for a powerful woman and the vibrant spirit of Miami really resonated. The collection is inspired by the enigmatic world of nymphs, emphasizing the sophisticated yet natural femininity of each woman’s intrinsic beauty.
How did Claro Couture adapt its designs to the Miami style?
Our style actually fits very well with the sophisticated style of Miami: lots of glamour and not afraid to be spectacular, not afraid to receive attention. Additionally, for this summer collection, we incorporated light fabrics, fresh silhouettes, and trendy colors that perfectly align with the Miami style.
How does Claro Couture ensure that each piece is unique?
When it comes to a bespoke dress or an exclusive design, the uniqueness is more than guaranteed, as we create based on what the woman is dreaming of. Each design is personalized through an intimate consultation, selecting materials and details that reflect each client’s style.
When it comes to collection dresses (whether couture or ready-to-wear), we are still in a relatively exclusive market segment, luxury that is accessible but not overly so, which ensures that uniqueness remains present.
What are Claro Couture’s plans for further growth in the U.S. market?
We will continue growing, always from Miami. For now, we’ve been impacting the U.S. for 2 consecutive years from Miami. We want to highlight the recent show at the prestigious MIAMI FASHION WEEK, which we absolutely loved and want to mention how well organized it was. The people behind the event are so professional, approachable, and charming that we can’t wait to repeat next year to see them again.
We will also repeat the first action we took in June 2023, which consisted of hosting trunk shows with appointments for tailor-made dresses, where Beatriz Claro will have personalized appointments with clients who want a bespoke design. Additionally, there will be pop-up shops throughout 2025.
We are also looking for the best U.S. marketplace with a logistics base in Miami so we can offer our designs in Miami in a more comfortable and present way.
What can followers of Claro Couture expect in the near future?
More innovative and elegant collections, exclusive events that celebrate our essence, multidisciplinary collaborations with artists, interesting content on social media, and greater brand presence overall.