Lunazul Celebrates 250 Years of Agave Heritage as Luar Transforms Tequila’s Essential Ingredient into Runway Fashion

NEW YORK — September 15, 2026 — Lunazul Tequila today announced Once in a Lunazul, a new campaign with fashion label Luar that brings blue agave leather to the New York Fashion Week runway. In collaboration with editorial partner Hypebeast, Luar, led by Creative Director Raul Lopez, debuted the collection during its Spring/Summer 2027 runway show on Monday, September 14 at the iconic Unisphere in Queens, New York.

Rooted in the blue agave plant at the heart of Lunazul Tequila, Once in a Lunazul finds a new expression for a material connected to the brand’s craft and Mexican heritage. Using agave leather made from fibers left behind during tequila production, Luar fused its eclectic New York design perspective with the traditions behind Lunazul tequila to create a capsule collection of jackets, pants, hats and bags. The collection came to life through collaboration between Assembly, the global omnichannel media agency for award-winning tequila Lunazul, and MONO, Lunazul’s creative agency of record.

“Authentic partnerships begin with finding a connection that is real to the brand, and this collaboration starts with the agave at the heart of every bottle of Lunazul,” said Chris Dunn, Associate Vice President at Lunazul. “This collaboration gives new life to the material at the heart of our tequila in a way that feels fresh, expressive and true to our heritage. Bringing together fashion and spirits lets us invite people to experience Lunazul beyond the bottle, while honoring the craft and tradition that has defined us for 250 years.”

This campaign launches as brands increasingly look to authentically connect with target audiences and develop new and exciting ways to show up in the zeitgeist. For Lunazul, the opportunity was to build cultural value beyond traditional advertising while staying rooted in what is authentic to the brand: tequila crafted from blue agave. In collaboration with Lunazul’s craftspeople in Mexico, the team identified agave leather as the creative thread linking tequila and fashion.

“We knew there was something compelling in turning the material at the heart of Lunazul into an entirely new medium for the brand — a genuine first,” said Juliana Rocha, Content Director at Assembly. “From there, we wanted to see how far we could take the idea. Bringing in Hypebeast and Luar gave us the cultural platform and fashion perspective to make it real, putting agave leather on the New York Fashion Week runway for the first time.”

To amplify the moment beyond the runway, Hypebeast will document and share the story across its fashion, design and culture platforms. Through documentary storytelling, editorial coverage and social content, audiences will follow the creative journey from the agave fields of Jalisco to the design studio and ultimately the runway.

With Once in a Lunazul, Lunazul continues to celebrate the blue agave plant not only as the foundation of its tequila, but as a source of creativity, craft and cultural connection. The collaboration invites consumers to experience the brand’s Mexican heritage in an entirely new way—beyond the bottle and onto one of fashion’s most influential stages.

ABOUT LUNAZUL: Lunazul Tequila is a hand-harvested, hand-crafted tequila made from only the finest 100% Blue Weber agave and spring water from the Volcán de Tequila. Hailing from Tierra de Agaves distillery, which is located in Tequila, Jalisco — the heart of Mexico’s agave country — the brand offers five varieties of tequila to choose from: Blanco, Reposado, Añeįo, Cristalino and Humoso. Born from the unparalleled expertise and fierce determination of the Beckmann Family, who has more than 250 years of experience in agave spirits and tequila making, Lunazul was founded to deliver exceptional, award-winning tequila that overdelivers on quality while remaining accessible for all to enjoy. Lunazul leaders, President Jorge Beckmann and Master Distiller Francisco Ǫuijano, are helping to carry the torch for the deeply revered, authentic spirit, and they each proudly offer a wealth of expert experience in the world of agave. Follow along at @lunazultequila on Instagram.

Images: To view the collection lookbook, click here.

Media Contact: Kaitlynn West – [email protected]