Rosita Hurtado is a fashion designer and entrepreneur who’s known for creating the fashion brand Rosita Hurtado and Rosita Hurtado Bridal. She is also the founder of Rosita Hurtado Menswear, Ixoye, Rosita Hurtado Shoes, and the perfume La Rose by Rosita Hurtado.
An accomplished designer with a career spanning 37 years, her work has been featured across the globe at events such as New York Fashion Week, Miami Fashion Week, and Los Angeles Fashion Week, and more and worn by stars such as Eva Longoria, Lucia Mendez, Lupita Ferrer, Gloria Trevi, and Ximena Duque.
As a Latina designer and part of Fashion Designers of Latin America (FDLA), Rosita’s work draws inspiration from her cultural roots and heritage, blending Latin American tradition with modern fashion.
From homemade fashion shows to professional runways
For as long as she can remember, Rosita has lived in the world of fashion and design. Born in Santa Cruz, Bolivia, her early years were filled with fabric and sewing as she watched her seamstress aunts work at their shops. Her mother was also a natural designer, creating homemade clothes for Rosita. With these teachers in her life, Rosita grew up watching and learning the craft of sewing and design that would eventually become her life’s passion.
“At seven years old I was making garments for my friends and putting on fashion shows on the patio at my home,” Rosita recounted.
This passion for fashion and design that began in childhood has since taken her around the world. At the age of 18, Rosita had the opportunity to travel to Brazil where she studied design at Yocanda Atelier in Porto Alegre Brazil. Later, she continued her studies in Paris, France at the Dominique school, before moving to London, England to study industrial pattern making. Finally, Rosita completed her education at the Art Institute of Fort Lauderdale in Florida, USA.
Following her desire to create, Rosita went on to launch various professional clothing lines. Her collections have appeared internationally alongside accomplished designers such as Carolina Herrera, Oscar de la Renta, Donna Karan, Tommy Hillfiiger, Alexandre Mac Queen. As a seasoned designer with a career spanning nearly four decades, her work as appeared at Paris Pret a porte, Fashion Week of the Americas, Texvecal in Santiago de Chile, Puerto Rico Fashion Week, Ecua moda, Los Angeles Fashion Week, Bolivia Fashion Parade, New York Fashion Week and more.
However, like most entrepreneurs who have found success, the road was not always easy. In her long career, Rosita has faced her share of challenges and obstacles but she has always persevered with a positive attitude overcoming anything in her way. As a young designer, she went from small business owner to successfully expanding to become a top business in Bolivia. Then she moved to the USA to start anew. Starting from zero in a new country where she knew nobody was an incredible challenge but also a crucial learning experience for the entrepreneur. She put in the work, began networking and promoting herself, doing interviews, anything she could to advance her business. Rosita’s love and passion for design fueled her with the perseverance to overcome her obstacles.
The lesson she learned, and that she hopes others will carry with them, is this: Know that nothing in life is easy, everything comes with sacrifice, but if you have a focus and drive and put in the work, you will get through anything and accomplish your goals.
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Weaving stories of Latin American culture into garments
One goal that guides Rosita’s work, is showcasing the beauty of Latin America through her garments. Rosita’s designs often blend vibrant colors and fabrics to create pieces that tell a story. Her collection, Viva México, is one example of this, blending urban casual with Latin American culture. The line was inspired by some of Mexico’s most important figures and monuments, bringing culture, history, and tradition together in stunning garments.
“It is an urban casual collection with a cultural purpose,” said Rosita describing the collection IxoyeUSA. “Inspired by four icons of Mexican history: Frida Kahlo, Maria Felix, Cantinflas and Juan Gabriel, and also in the architecture of Mexico.”
The collection, which includes tops, skirts, accessories, and more, was first presented during Bolivian Fashion Week in the Dominican Republic and is now available throughout various shops in Acapulco, Cancun and Playa del Carmen, as well as online through IxoyeUSA.
“I created the Ixoye line, a casual urban fashion with cultural purpose which is being recognized worldwide for its originality, to show the world through the clothing Latin American culture,” said Rosita on FDLA.co.
Her recent 2021 collection, featured at New York Fashion Week, is another symbolic collection. Named “Arcoíris” –Rainbow in Spanish– the collection is the perfect symbol for the year following a global pandemic. Focusing on vibrant and sparkling garments featuring the main colors of the rainbow, Rosita described the collection as representing “hope and renewal.”
As a seasoned designer, Rosita shares her advice with other young and aspiring women looking to venture into the vibrant world of fashion or longing to start their own venture.
The first step, she says, is knowing what you want. From a young age she knew she wanted to work with fabric and design like her aunts and mother. Find what’s calling out to you. Then, get an education in that field. Learn everything you can. Get practical hands-on experience as well. This is so important, especially in an industry such as fashion where there are so many avenues to pursue from designing to merchandising and event planning. Finally, follow your passion and love what you do.