Buenos Aires is experiencing a fashion renaissance, and at the forefront of this movement is Edit Haus, the new couture brand launched by model and influencer Eugenia De Martino. The Argentine-based line, which debuted on , promises to bring De Martino’s signature glamour and elegance to the local market.
De Martino, who boasts over 155,000 Instagram followers, has long been a fixture in the Argentine fashion scene, with experience as a model for various agencies and participation in numerous photoshoots and runway shows. Edit Haus represents a natural progression for the 30-year-old, allowing her to translate her creative vision into tangible designs. “I always dreamed of creating something that represents me. Edit Haus is that – my way of dressing and what I want to convey,” she shared in a post accompanying the brand’s launch imagery.
The launch of Edit Haus isn’t simply a celebrity-backed line; it’s the culmination of a lifelong ambition. “A dream that I imagined all my life and that today began to come true,” De Martino stated, revealing a deeply personal connection to the project. She hinted at a focus on quality and craftsmanship, stating, “As a good fan and consumer of tailoring, I wanted to create the best.”
De Martino’s career extends beyond modeling. She’s built a strong presence in the lifestyle and fashion space, cultivating a public image that resonates with a growing audience. This has positioned her as a sought-after figure in brand campaigns and, now, as a designer in her own right. Her work has allowed her to frequently travel between photoshoots, runway shows, and commercial collaborations, providing a solid foundation for her entrepreneurial venture.
The timing of this launch is particularly noteworthy. Argentina’s fashion industry is undergoing a period of revitalization, and Edit Haus is poised to capitalize on this momentum. The brand’s aesthetic, as showcased in its initial promotional materials, leans towards a sophisticated and elegant style, aligning with De Martino’s personal brand.
De Martino’s personal life has also contributed to her rising profile. She married tennis star Diego “Peque” Schwartzman in , first in a civil ceremony and then with a larger celebration in Exaltación de la Cruz. The wedding, attended by numerous figures from the worlds of sport, fashion, and entertainment, further cemented her status as a prominent public figure.
The couple’s relationship began in 2019, and De Martino has often accompanied Schwartzman on his international tennis tours. However, she has consistently maintained her own independent public identity, focused on lifestyle and fashion. This balance between supporting her husband’s career and pursuing her own passions appears to be a key element of her success.
The launch of Edit Haus has already garnered positive attention from within the Argentine entertainment industry. Zaira Nara, also a recent entrepreneur, offered her congratulations with a simple “Muchos éxitos” (Much success). Tefi Russo, a chef and influencer, expressed her enthusiasm with a series of applause emojis, while Cami Mayan, a television host, commented, “Qué hermoso Euge” (How beautiful, Euge).
De Martino shared behind-the-scenes glimpses of the brand’s development on her Instagram stories, showcasing a rack of clothing and expressing her excitement about “fulfilling dreams.” This direct engagement with her followers underscores her commitment to building a community around Edit Haus.
While the specifics of the Edit Haus collection remain under wraps, De Martino’s background and stated commitment to quality suggest a focus on well-crafted, elegant pieces. The brand’s success will likely depend on its ability to capture the essence of De Martino’s personal style and translate it into a desirable and accessible product for the Argentine market. The launch of Edit Haus marks a significant step in De Martino’s career, transforming her from a prominent influencer and model into a fully-fledged fashion entrepreneur.
