Daniela Agnelli, the influential fashion expert explains why co-founding the leading sustainable fashion hub on Ibiza housed inside the Six Senses Luxury Resort was destined to happen.
It’s easy to see why. Those who know, know, that fashion has been weaved into her whole life. Daniela Agnelli is the voice behind the style advice inside the globe’s most prestigious magazine – Vogue. Her creative talent saw her launch Vogue Arabia and Vogue Poland, as well as being the style editor at Vogue Greece. Formerly the fashion editor for the UK’s Telegraph for 15 years, she’s always followed fashion, but, when Daniela made the transition to peaceful North Ibiza, from London’s city streets where fast fashion pollution was looming – it was fashion that followed her.
“It was very organic” she said, when I asked if there was anything that kept her awake at night during the elaborate project of transforming a once empty room opposite the Six Senses five-star hotel reception desk, into a luxury boutique for sustainable fashion. “Not really” she said, “it was meant to be”. Already firmly by her side was dear friend and business partner Tiffanie Darke, fellow fashion journalist (Britain’s The Sunday Times and Harrods Magazine) who’d co-incidentally just completed a study of sustainable fashion at Cambridge University.
Harnessing decades of experience with a joint passion to make positive change in a “polluted industry” the innovative speech on fashion sustainability undoubtedly impressed Jonathan Leitersdorf, owner of Six Senses Ibiza. His ethereal resort, popular with the rich and famous and “conscious community” was globally awarded for its sustainable architecture and eco-friendly practices.
“Agora is a physical experience, this isn’t something that could work online, you should see, touch and feel the fabrics.” The meaning behind the concept and Greek word Agora, is market place or gathering place. “We also host regular events and talks from selected brands to discuss important themes around sustainable fashion and lifestyle.”
What makes Agora really special is that you get access to the fashion editor’s personal top picks and must-haves, reminiscent to a magazine and echoing the past of Daniela and Darke. Often referred to as a “live magazine” it’s about hearing brands stories from both founders and the helpful staff happy to inform clients on sustainable attributes and origins.
Every detail inside Agora is thought provoking “we have jewellery brands that use a different approach; with recycled gold, gold extracted without chemicals and ethically sourced stones, such as Makal and Temple Jewels. We opt for silk from suppliers who offer vegan or peace silk, whereby the silk worms don’t die in the process”.
Natural ropes hoist up and display the former Vogue fashion editor’s favourite handbags, such as the 2024 Casadei exclusive basket. Dominating another wall, a rare collection of decorative masks hand-made in Panama – buy one and you’ll not only help the tribe’s livelihood, you’re guaranteed to be the centre of attention at a party or social gathering.
Located at the tip of Ibiza’s north overlooking stunning Xarraca bay, Agora is by no means limited from the rest of the island’s fashions. “We bring fashion to the client so they don’t need to travel”. With show-stopping designs from much-loved Annie’s located in Ibiza’ city, Agora caters to every kind of fashionista “Annie’s is a good fit as she uses things like recycled sequins. Our values are based on four chapters “Rent, Reduce, Restore and Recycle”.
It’s evident the responsible fashion advocates encourage borrowing, as an alternative to buying. “Cinderella” is about going to that Ibiza ball and getting dressed up to the nines. The modern Cinderella… however… isn’t going to the ball… (this is Ibiza darlings) – she / he is preparing for DC10. “We have clients who like to rent a one-off piece to party at DC10″, Daniela reveals. “We once had a client staying at the Six Senses who rented a different dress every night of the week.” It makes sense, why squeeze multiple, delicate dresses in your luggage, when you can easily pick one up to rent, wear it and give it back the next day and do your bit for the planet?
“Many of our brands like Another Tomorrow were established following environmental changes and clothing’s impact on the earth. CDLP from Sweden make all their swimwear from recycled ocean plastic waste, at no extra cost, whereas, for luxury fashion houses such as Valentino, converting into something totally sustainable would cost so much money.”
Non-hotel guests are welcome to visit Agora now in its 4th year, as well as the monthly Artisan market held on Agora’s sunny terrace. “It’s free for them to pitch up here – we like to showcase Ibiza’s local creatives who have learned their craft that’s been passed down from generation to generation – we are celebrating the beauty of the handicraft”.
My visit to Agora’s diverse blend of super-brands Chloe, sustainability pioneer Stella McCartney and friend of Daniela’s, with Spanish born Loewe alongside smaller brands, was educational and uplifting. With dozens of artisans plucked straight out of Ibiza’s vibrant (yet comparingly scruffy San Jordi market), it reflects Agora’s values and the inclusivity that makes Ibiza appealing to millions.
Sustainability is always in fashion and shopping at Agora, is definitely a fashion addiction you can be proud of.
