Hello and welcome back to GEN33, a newsletter about the business and culture of Latin America’s creative industries.

Apologies for the silence. Summer got in the way, as did the reality of working with no financial backing. Like many freelancers, I end up prioritising paid gigs. If you’re thinking of becoming a fashion writer, don’t! (Unless you have rich parents or a spouse who can bankroll it 💰😂🫠). It’s underpaid, often thankless, and the industry can be unforgiving. So why keep at it? I know, I know… because there are too many stories worth telling, and I still believe it will be worth it.

Which brings me to some changes. I want to throw everything I have at GEN33 and launch a few new things I’ve been working on behind the scenes. To do that, I need support (💰💰💰), just enough to sustain myself while I focus. Right now, too much of my time goes into chasing leads, people and unpaid invoices. That energy would be better spent here.

The first change: I’m leaving Substack. The next edition will come from a different platform. Why? Because Substack has drifted far from its supposed mission of independent publishing. Setting aside where some of its financial backing comes from and the questionable associations of its founders, the platform now feels like every other social media outlet, pushing what it wants rather than what you chose to subscribe to. It has become just another channel designed to serve billionaire overlords, not the journalists and creators on it.

I also don’t like that the new follower system does not translate into real subscribers; it’s a database of users they keep. There are other aspects I’m not crazy about, and while I know there’s no perfect platform, I want to explore other options that seem to help users grow and monetise better. Growth marketer Lex Roman explains all of the issues with Substack in detail. I don’t have to take her word for it, I’ve experienced many of these firsthand.

For you, dear readers much won’t change. You’ll still get the weekly newsletter, you’ll still have the option to support with a paid subscription, and you’ll get extra perks if you do. But to make the move sustainable and prep the relaunch, I’m opening a reader raise. The link is live now.

The aim is to close it by 31 October to support GEN33’s future: this newsletter, upcoming interviews, and a new podcast spotlighting Latin America’s creative industries. Your contribution isn’t just financial, it buys time, independence, and space to keep reporting the stories shaping culture and business across the region.

Now for some announcements: I have a new article coming out in September featuring some of the most interesting Latin American brands and retailers right now (details soon). I also have my first podcast guest confirmed: they’re from Brazil and have just taken a top job at one of the country’s leading retailers.

This will likely be my last email from Substack, so if you want to keep receiving GEN33 once I move, make sure you’re properly subscribed. Otherwise you’ll drop off the list. Thank you again for your continued support!

And now, here’s this week’s round of news:

10 weekends, 30 sold-out shows and more than 600,000 people are expected to fly into Puerto Rico to attend Bad Bunny’s “No Me Quiero Ir de Aquí” residency at San Juan’s El Coliseo. The influx is double the usual tourism traffic and is expected to inject around $200 million into the island.

That money is not just flowing into hotels and restaurants but also into local fashion labels as concertgoers shop for looks to wear inside and outside El Choli. The celebrity-studded run, with cameos from Ricky Martin, Jon Hamm, Penélope Cruz, LeBron James, Becky G, Austin Butler, and surprise acts from Latin American music stars like Ñejo, Wisin, Yandel, Eladio Carrión, Young Miko, Residente, and more, proves how far a cultural export can move the economic needle.

But as some reporters point out, temporary booms are no substitute for long-term investment. Bad Bunny and his team have shown what vision and marketing can achieve. The question is whether Puerto Rico’s leaders can match it with year-round strategy.

Lollapalooza 2026 has unveiled its lineups for its Chile and Argentina editions, bringing nearly identical rosters to both countries. From regional stars like Danny Ocean, Young Cister and Akribb to major international acts like Tyler, the Creator, Sabrina Carpenter, Doechii, Chappell Roan, Skrillex, Lorde and more. The festival will take place in Argentina at the Hipódromo de San Isidro on March 13, 14 and 15, while Chile will host its edition on the same dates at Parque O’Higgins. More details at Lollapalooza Chile and Lollapalooza Argentina.

Governments from Mexico to Chile are adding taxes on cheap imports to protect local businesses from a flood of Chinese goods. Leading the charge are Chinese e-commerce players Temu, Shein and AliExpress, owned by Alibaba. They are still smaller than MercadoLibre and Amazon in the region, but they are catching up quickly. [BoF via Bloomberg].

How fast are these Chinese players catching up? I go into the numbers, main competitors and market size in my BoF piece about Mercado Libre, read here!

FASHION WEEKS

Volvo Fashion Week México has announced its next edition under the theme “City of Fashion,” set to take place 15–18 October 2025 in Santa María la Ribera, a neighbourhood in Mexico City known for its rich architectural and historic heritage.

After more than a decade under the Mercedes-Benz banner and an earlier incarnation as DFashion, the event secured Volvo as its new title sponsor this year. Founded in 2007 by Cory Crespo and organised thereafter by his creative agency Colours, Fashion Week Mexico has become the country’s most prominent fashion showcase. (Read the coverage the previous edition on BoF’s Worldview newsletter).

Italian label Saints Studio has teamed up with creative director Rafael Moura on a handmade crochet shirt reimagining of Brazil’s iconic 2002 World Cup jersey. Each piece was crafted in Italy as a couture homage to the five-time champions, with the project filmed by Moura in Rio de Janeiro. [Saints Studio].

Lorena Saravia will debut a 29-piece capsule with H&M on October 16, making her the first Mexican designer to collaborate with the Swedish retailer. In 2019, the company partnered with Colombian designer Johanna Ortiz.

Saravia launched her brand in 2010 and quickly built a following. Her cowboy boots are particularly popular and remain among her best-sellers. She is known for refining the modern Mexican wardrobe, drawing from landscapes and heritage with poncho shapes and artisan embroidery, and infusing it with elegant, architectural lines. The collection will be available in select stores and online. [VogueMx].

By the way, don’t miss the editorial by Vogue Mexico with photos by Santiago Sierra Soler. There is a lot of photographic talent in the region, which is why I wrote about Latin America’s New Wave of Fashion Photographers earlier this year. See here for more.

The limited-edition line features caps and apparel inspired in the rapper’s aesthetic of bold colour contrasts and graphic details. The collection is rolling out this September across New Era’s online stores in Europe and Latin America.

Duki, born Mauro Ezequiel Lombardo in Buenos Aires, is one of the leading figures of Latin trap. He first broke out through freestyle battles and went on to top charts with hits like She Don’t Give a FO, Goteo and Antes de Ameri. Today he is widely credited with putting Argentina on the global trap map. [New Era].

In case you missed it, Mexico’s government is suing Adidas for cultural appropriation over a Willy Chavarria–designed sandal, prompting the designer to issue an apology.

Yes, there is an important conversation to be had about respecting heritage and protecting traditions from being mined by global corporations that churn out goods in China. This project could certainly have been approached differently. Still, the scale of the outrage feels a bit much, especially with President Sheinbaum personally weighing in. Mexico is facing far more pressing issues, from violence to corruption to economic instability, than a plastic slide. Just a thought.

We often focus on campaigns and editorials from US and European brands, so I wanted to spotlight this beautiful campaign by Brazilian photographer Hick Duarte for Misci, the fashion label founded by Airon Martin (who is part of the BoF 500). The designer is known for its minimalist yet culturally rich designs that celebrate Brazilian diversity and heritage through local materials, symbolic prints and community support. The brand's aesthetic contrasts with stereotypes, focusing instead on the nuances of everyday life and the strength of matriarchal figures in Brazil.

ART

Sorondo Projects kicks off Miami Art Week with Symbols of Identity, opening Saturday, November 30 at Black Ship Gallery. Curated by Victoria Maldonado, the show brings together Venezuelan artists Silvana Trevale and María-Elena Pombo, whose work leans on participation and material play to explore what identity looks like when shaped by cultural tradition. Running through December 3, the exhibition zeroes in on how Venezuelan heritage, in particular, has served as a unifying force.

Black Ship Gallery853 NE 79th St, Miami, FL 33138

This beautiful shoot caught my eye and is one of the latest projects by photographer and multitalented artist Claudia Rivera, with whom I grabbed a coffee in Paris not too long ago. She worked with stylist Lisseli Santos to present three leading voices in contemporary Andean music: pop–huayno singer Milena Warthon, Karina Benites, vocalist of the group Amaranta, and folk artist La Miski. Through styled portraits, the series reinterprets traditional stage dress, showing how Peruvian women are carrying Andean identity into the future. [Meow Mag].

Thank you for making it this far! I will be back in two weeks (or sooner) with more updates on what’s coming to GEN33 and news from across the region.

Again I’d be eternally greateful if you help me fund the relaunch, I’m opening a reader raise. Every little bit means the world! Support me here and become an Alto Pana!

Your contribution isn’t just financial, it buys time, independence, and space to keep reporting the stories shaping culture and business across the region.

Until then, take care and stay inspired.

Graciela.