As the Feria de Abril approaches, the streets of Seville, particularly its commercial areas, reflect the frantic activity of those rushing to complete their flamenco attire. Establishments like Ele.o and Haki's shop, both located in the Andalusian capital, are witnessing this race against time.
At Ele.o, a brand known for its communion and flamenco collections, manager Rocío confirms a successful season, yet the influx of last-minute clients is constant. The store offers a wide range of dresses and accessories, with prices ranging from 60 euros for children's sizes to 150 euros for women's sizes (from 34 to 48).
“"The problem is the last minute. People want you to fix their dress at the last minute, and that's not possible. Many are looking for something good, beautiful, and cheap, and on top of that, they want it altered at the last minute. That's impossible."
The situation is similar for Haki, owner of a shop on Avenida Santa Cecilia, specializing in flamenco dresses and rociera gowns. Surrounded by alterations, Haki explains that due to the short time remaining, she can no longer accept new orders. The peak sales period for dresses is usually in February, although demand begins in November.
Beyond dresses, accessories are the star product in these days leading up to the fair. Rocío describes the chaos: “Everyone already has their dress, but they don't have the accessories yet. These days are crazy. Flowers, combs, earrings...”. The scarcity of specific colors and models is a reality, as experienced by a client at Haki's shop who unsuccessfully searched for light blue earrings for her granddaughter.
In contrast to traditional purchasing, alternatives such as second-hand or rental options have emerged. María Belmonte, manager of Rent il Clavel, highlights rental as a growing choice, especially for visitors or those who wish to wear a new design each year without the investment of a purchase. Her business, founded three years ago, has seen a steady increase in demand, with orders this year starting as early as December.
“"More and more, people are looking for their flamenco look earlier. I've been doing this for three years; the first year started in March, last year in January; but this year, on December 10th, I already started receiving orders, although last Saturday was my highest peak."
The rental process at Rent il Clavel is straightforward: the dress is selected online or at the Madrid showroom, received two days before the event, and returned “as is,” with the company handling dry cleaning. With designer dresses that can cost between 500 and 600 euros, rentals are priced between 85 and 100 euros for two days, offering a practical and economical solution to enjoy the Feria de Abril in style.
