We live in an era where all kinds of personalities have become brand ambassadors, often unintentionally. Recent cases, such as the arrest of Nicolás Maduro, which sold out a tracksuit model, or the eye condition of Emmanuel Macron, which popularized aviator glasses, demonstrate the immediate influence on consumption and trends.
This dynamic, now amplified by social media and digital marketing, is not new. More than sixty years ago, Salvador Dalí, a native of Figueres, had already understood that notoriety could transcend art, becoming a shared and pioneering language. He associated his name and image with an everyday product: the Dalí Shirt.
As residents of Figueres, this visionary lucidity of our most universal neighbor is not only admirable but a source of pride: we share origins with history's first influencer.
Dalí's alliance with the family owning Confecciones Regojo lasted fifteen years and revolutionized advertising and men's fashion with an international focus. Recently, Lydia García, a scholar of the Dalí Shirt, recounted this relationship at the Museu del Joguet in Figueres.
The artist lent his surname and actively participated in campaigns, turning that garment into a symbol of modernity, audacity, and desire, breaking with the canons of the time and conveying a message of rupture with the past.
