Inside Silvia Tcherassi’s Global Growth Strategy

From Cartagena to Capri, Madrid to Miami — Silvia Tcherassi’s effortless elegance goes global.

This year, Silvia Tcherassi’s international journey came full circle, highlighted by a series of milestones that celebrated her global influence. At the 40th anniversary of Mercedes-Benz Fashion Week Madrid, Tcherassi was invited to open the event as the featured designer. This recognition reflects both her creative legacy and international reach. The event was especially meaningful: she received a special award honoring her contributions to fashion. The celebration also marked the 10th anniversary of her Madrid boutique, where Tcherassi chose the city as her gateway and headquarters in Europe.

“Choosing Silvia Tcherassi to open the 40th anniversary of Mercedes-Benz Fashion Week Madrid was simultaneously a celebration of our milestone, a statement of evolution, and a tribute to her close relationship with Madrid. Silvia embodies a perfect combination of tradition, delicacy, and artisanal excellence—values that are fundamental to the identity of MBFWMadrid. Moreover, her participation came at a key moment for us. It coincided with our 40th anniversary and the launch of our new strategic initiatives, which is why she was honored with the MBFWMadrid 40th Anniversary International Designer Award. This recognition celebrates her pivotal role in the internationalization of Hispanic American fashion and her enduring connection to Madrid.” Said Asier Labarga, Mercedes-Benz Fashion Week Madrid Director.

Tcherassi was also named to the BoF 500 list during Paris Fashion Week, an annual list by The Business of Fashion recognizing the most influential people shaping the global fashion industry. The class of 2025 included creative leaders such as Veronica Leoni of Calvin Klein, Simone Bellotti of Jil Sander, and Julian Klausner of Dries Van Noten, along with Tcherassi, who was celebrated for her artistry, vision, and lasting impact on global fashion.

Silvia Tcherassi’s designs are instantly identifiable—bold colors, intricate embroidery, and flowing silhouettes that mirror the fluidity of her global aesthetic. She has also expanded her creative universe into hospitality, founding Tcherassi Hotels, where her signature attention to detail and warmth translate seamlessly into design and atmosphere.

“From the start, our brand established strong foundations and very defined codes which allow us to evolve while being respectful of our history and vision, one rooted in the effortless elegance that has become our DNA. This allows us to stay attuned to evolving expectations, making adjustments, highlighting certain elements, and introducing novel items or materials—without ever compromising our woman. I have never designed with a woman’s nationality in mind; to me, fashion is global. Although my brand was born in Latin America, our vision has always been international. That being said, we ensure that each of our boutiques around the world reflects its surroundings with exclusive pieces created especially for each location.” Tcherassi said, revealing a philosophy that has enabled the Silvia Tcherassi brand to grow without losing its soul. With roots in Latin heritage and executed internationally, Tcherassi’s influence is in every stitch.

“Effortless elegance has never been just a design philosophy for our collections—it permeates every aspect of the business.”

— Mauricio Espinosa

Silvia Tcherassi’s son, Mauricio Espinosa, now the brand’s Chief Commercial Officer, represents the brand’s next generation of leadership and balancing creative expansion with strategic precision.

“From the very beginning, this has been a family-owned and operated business, which has been instrumental in allowing us to balance growth with our essence. We initially started with brick-and-mortar, which remains a core aspect of our business. When I officially joined a decade ago, I focused on wholesale and e-commerce, which will always be important to us. Still, the customer experience we provide at our own boutiques brings our clients much closer to us. We have a few exciting openings coming up, but we are also renovating some of our existing boutiques. Beyond retail, we have scaled other key areas—our brides’ category is more robust than ever, and our new accessories line continues to grow. Lastly, the expansion of our digital presence has been equally important to our growth, with online sales currently at an all-time high. Our goal is to deliver an experience through our online channel that is as close as possible to what we offer in our boutiques. Effortless elegance has never been just a design philosophy for our collections—it permeates every aspect of the business, and it has been a guiding principle to our growth.”

Few family-led fashion houses achieve harmony between creativity and commerce, but for the Tcherassi family, it’s the foundation of their success. “As the founder and creative director, my greatest responsibility is safeguarding our legacy while channeling the innovation and creativity that define us into new challenges and opportunities as we continue our expansion. My focus is on the long term, while commercial and marketing elements are more short-term. Continued relevance is our ultimate goal, and it is essential that we, as a family, remain aligned with a shared vision. My children, Mauricio and Sofia (Director of Ready-to-Wear), have inherited a healthy and solid business, and I am confident they will continue to make it grow and prosper,” said Silvia Tcherassi.

Mauricio adds, “We became part of a thriving company, and with that comes great responsibility. Currently, I serve as the CCO of the company, where I am always searching for new growth opportunities for the brand, be it new markets, partnerships, or creating new categories within the business. At the very top is my mother, who not only creates our products but also shapes the entire universe of the brand. My role is to carry that vision into new markets, ensuring that our DNA remains intact while adapting it to each context or partnership. It is a role grounded in innovation and discovery yet deeply anchored in our heritage. As for challenges, I think when you are in a family business, it’s tough to draw lines between home and work life. Continuity is an ongoing conversation, and fresh perspectives are essential.”

Looking ahead, the House of Tcherassi is expanding globally. According to Silvia, the accessories were once a supporting role, but now they have become true protagonists alongside their ready-to-wear. She was also excited about beauty and fragrance as the natural evolution for the brand. The bridal universe presents another opportunity for growth, as she introduces an annual capsule collection of demi-couture pieces, previewed in dedicated spaces within the brand’s boutiques.

The brand is also working on new openings and renovations for boutiques worldwide. “We remain focused on providing a top-notch client experience wherever in the world you may find one of our boutiques. Our retail expansion continues, with new openings including Palm Beach, a destination that has proven to be a natural fit for a brand like ours. Before committing to new markets, we typically test them carefully, ensuring long-term success. Our attention is firmly on the boutique experience, with a new Cartagena (Colombia) boutique expansion on the horizon. As I mentioned earlier, we are continually working to ensure that our e-commerce experience mirrors, as closely as possible, the in-boutique experience.” Mauricio said.

From Cartagena to Capri, Madrid to Miami, the House of Silvia Tcherassi proves that a family-run brand can achieve global acclaim without losing its authenticity. It’s not just a story of fashion; it’s a story of cultural influence, creative resilience, and the beauty of growth.