LAAGAM

If you find yourself in Barcelona, Madrid or Bilbao and want to bring home something to wear that nobody else will have, remember the name: LAAGAM. The brand is well known in Spain, but barely anyone outside the country has heard of it yet - which is exactly why it made it into our guide.

This is where you find women's clothes that look expensive, are well made, cost a reasonable amount and don't go out of style after one season. Midi and maxi dresses, blouses and shirts, tops, skirts, trousers, knitwear, jackets and coats, plus bags, shoes and accessories - everything is produced in Barcelona. Genuine made in Spain, and a non-negotiable principle the brand has held since day one.

Most pieces here are priced between €80 and €150, and it's worth pointing out that a Spanish label of this quality at that price is genuinely rare. But that was the idea from the start. Even the name, LAAGAM, is a feminised version of the Swedish word lagom, meaning "not too much, not too little" or "just the right amount."

LAAGAM was founded in 2017 by Barcelona native Inés Arroyo together with her husband Cristian Badia and her brother Diego. They launched with no marketing budget, only Instagram, and just four pieces - two shirts and two blouses. It worked. For the first eight years LAAGAM operated online and through multi-brand stores. Then in 2024, Thomas Meyer, the founder of Desigual, came on board as an investor, and a proper push into physical retail began.

The first Barcelona store opened in April 2025 in a quiet, well-heeled neighbourhood north of the Diagonal. The Madrid boutique settled in Salesas, the area where a good chunk of the city's most interesting independent shops have gathered in recent years. And in May 2026, a third store opened in Bilbao. All three interiors were designed by Madrid studio Casa Antillón, each with its own concept - in Bilbao, for instance, the centrepiece is a suspended spiral metal rack 26 metres long, hanging beneath an elliptical skylight.

LAAGAM is a real find for anyone tired of seeing the same brands on every shopping street in Europe.