People of Ibiza: Alberto Amador

“Ibiza is my essence, my life force. A place of silence, beauty and profound human connection. Growing up in San Jordi, life was simple yet rich with meaning. It ingrained in me a gratitude for the smaller things we might overlook —pure air, blue skies, the warmth of the people. I’ve always been a storyteller. While studying film in Barcelona, I found the technical side wasn’t my thing, so I switched to advertising. A master’s degree in fashion and media communication opened a new path for me. There, in the early 2000s, the city buzzed with international productions and luxury events, drawing in global movers and shakers. It was a whirlwind of high-profile gigs and deep involvement in the luxury sector. Then the 2009 downturn hit and everything went haywire. That’s when I decided to move to New York. Manhattan was eye-opening. Living in the Meatpacking District, with its art galleries and alternative fashion brands, was mind-blowing. I discovered the world of fashion through work at a showroom.

Back in Ibiza, I teamed up with Carlos Martorell and Charo Ruiz. Carlos was like a professional father to me and with whom I threw legendary parties, Charo was like a professional mother and together we crafted beautiful lookbooks. Winters in Tulum, Mexico, were transformative. I didn’t want a fixed job or structure—I craved meaningful life experiences. Tulum, with its spiritual vibes and a lifestyle reminiscent of what I’d been told about ‘70s Ibiza, was perfect. I opened a pop-up store for Charo Ruiz’s brand and the effortless, boho style of Ibiza's fashion resonated instantly. This success led to expanding the brand internationally, especially in the US. The journey took me to China next. Moving to Beijing to learn Mandarin after a breakup felt like soul therapy. It was a period filled with yoga and cultural enrichment. Beijing’s hustle made me nostalgic for Ibiza’s pure air, blue skies, and human connections. 

On returning to the island, I find comfort in its natural beauty and peace. I appreciate the silence and the essence of the island. Growing up, my family lived in what is now the Hard Rock Hotel, which was Hotel Don Toni back in the day. My parents, originally from Granada, taught me the important values of hard work and hospitality. From a young age, I learned the importance of customer care, a skill that has been crucial in my career. For the past decade, while working with Charo Ruiz, I’ve established routines and strategies towards building a strong brand identity. Our main focus now lies on the US market, where there's a resurgence of the boho style, albeit darker and more contemporary. It's essential to adapt our brand’s DNA, rooted in the 1960s and ‘70s counterculture, without losing its essence. This means staying true to fabrics like cotton and linen while subtly incorporating new elements. Fashion demands constant adaptation, but it's a fine line between innovation and losing your brand's core identity. Charo’s designs, with their flared sleeves and off-shoulder necklines, must stay true to their roots while acknowledging current trends. It's about telling the market, ‘I see you, but this is who I am.’ That balance is key to lasting creative direction. Now, while consulting for various lifestyle brands, my goal is to create unique and authentic experiences. When you’re in a harmonious state, everything falls into place naturally. Ibiza in winter is bliss —intimate plans with friends and family, hikes, good food and the peace of a silent, beautiful island. Everything in my life has flowed naturally, leading me to where I am today. It’s all about listening to your heart and remaining authentic to who you are.’