IN CONVERSATION WITH AIDA DOMÈNECH
interview by JANA LETONJA
Aida Domènech, known globally as Dulceida, stands as one of Spain’s most influential voices in fashion, digital culture, and entrepreneurship. With over 6 million followers and a career that redefined how style and storytelling intersect online, she has grown from pioneering influencer to multifaceted media figure. As the founder of the Ídolo Awards, Spain’s first major event celebrating digital talent — soon expanding to Latin America — and the creator of the hit Prime Video docuseries ‘Dulceida al desnudo’, Aida continues to shape the dialogue around authenticity, visibility, and creativity in the modern era.
worn throughout
blazer MAX MARA
boots LONGCHAMP
You’ve been shaping fashion and digital culture for over a decade. Looking back, what do you think has changed most in you, and in the industry?
Over the years, I’ve gotten to know myself better and evolved along with the industry. When I first became passionate about fashion, I played around more without paying much attention to myself or my mistakes. Now I’m more mature and approach things differently, with greater perspective. The industry keeps growing and developing, and I do feel it’s much more established.
From blog posts to streaming documentaries, your career has evolved with every new medium. How do you stay inspired to keep reinventing yourself?
I’m very clear about what I like, where I want to go, and where I don’t. Although I try to explore new things to step out of my comfort zone, I think I have a good sense of my vision and where I want to project myself. Consistent work is key.
You’ve built a global brand around authenticity. What does “being real” mean to you in today’s social media landscape?
Social media has evolved a lot. There used to be less content, fewer creators. I started many years ago and have always focused on building a bond with my community of followers. Now the social media landscape is much broader and, I’d say, more blurred. Content creators co-exist with a boom of memes, AI, and other stimuli that now accompany viewers. I trust that my authenticity has solidified over the years, and along with being a good person, that’s something essential both for work and for life in general.
How do you define success now compared to when you first started as Dulceida?
After so many years in the social media industry, I’ve learned that success goes far beyond professional achievements. For me, success means being at peace with myself, being surrounded by loved ones, and working on something I love.
The Ídolo Awards have become one of the most important events in Spain, and now they’re going global. What inspired you to create them, and expand them now also to Latin America?
I’ve been working in social media for over 16 years, and I absolutely love my job. Over the years, I’ve met many creators whose work is sometimes criticized but also deeply meaningful, and it connects in a special way with followers. That inspired me to create an award show, just like those in music or film, to honor the best content creators of the year. Expanding it to Latin America is both a professional and personal milestone, and I’m thrilled about it.
Why was it so important to you to give social media creators a dedicated space for recognition and celebration?
Recognition. Being a content creator is a job. Sometimes fun, sometimes less so. Creating an award show that acknowledges talent and effort was essential.
You’ve collaborated with iconic brands like Dior, Versace, and Alberta Ferretti. What does a dream partnership look like for you today?
As you said, I’ve collaborated with many brands, the teenage Aida would be amazed by all of them. Now I try to be more selective with the brands I work with, but all fashion-related collaborations remain my favorites.
How has your personal style evolved over the years — and what does it say about where you are now in life?
As you mature, you find yourself more deeply. As I mentioned earlier, I feel I’m at a very good
point in my life, and that reflects in my personal style.
‘Dulceida al desnudo’ offers an intimate look at your personal and professional life. What made you want to open up in that way?
Just as I’d wanted to create the awards for a long time, I’d also dreamed of making a documentary. Communication is my thing, and I love the audiovisual world. It’s been a great experience that’s helped me develop other facets of myself. Maybe I’ll explore acting further.
With the third season being announced, what new chapters or themes are you most excited to explore?
For now, it’s on hold. I feel there needs to be something truly meaningful to tell, a context that makes sense and supports a third season. But it will come eventually.
You also founded IN Management to support and represent other creators. What kind of future do you want to build for the next generation of influencers?
IN came about quite naturally. My circle of friends started asking me about the industry — budgets, content, etc. — so it began as a very small, family-oriented business. Now I’m fortunate to run one of Spain’s leading talent agencies for content creators, and that makes me really happy. I’d love for the new generation of influencers to maintain the spirit of closeness, transparency, and honesty, whether they’re in fashion, sports, or any other field.
Looking ahead, whether through fashion, film, or digital projects, what’s the next big vision for you and your brand?
I feel very comfortable as a businesswoman. I enjoy helping give visibility to future generations of creators. Beyond that, I dream of becoming an actress. Hopefully, I’ll make it happen.
TEAM CREDITS:
photography MAURI
makeup MAR CARDONA
