We’re thrilled to sit down with Estefanía Grandío — founder, designer, and creative director of The New Society — a beloved brand on Danrie known for its timeless designs and emotional storytelling. In this special interview, Estefanía opens up about the inspiration behind her collections, the lessons she’s learned as a founder, and how motherhood continues to shape her creative journey.

Tell us a little bit about The New Society! What inspired you to create this brand?
The New Society was born from a deeply personal place — a moment of transformation in my life, both professionally and personally. After more than 15 years working as a designer and creative director for major fashion brands, I felt the urge to create something more meaningful — something rooted in emotion, values, and beauty.

It began with a vision of a better future — one we could help shape through conscious fashion, emotional storytelling, and timeless design. I launched a kidswear collection first, inspired by my own children and the world I wanted for them. It naturally evolved into a women's line that carries the same spirit: aesthetic depth, sustainability, and a sense of community.

The New Society is more than a brand — it’s a vision of how we want to live, dress, and connect.

What has been the most surprising lesson you’ve learned as a founder? How do you balance the roles of creative director and business leader?
One of the most surprising lessons I’ve learned is that growth doesn’t come from control — it comes from trust. Trusting the team, the process, and even the setbacks. As a founder, you're constantly challenged to evolve, and sometimes the hardest part is letting go to make space for what’s next.

Balancing the roles of creative director and business leader is an ongoing dance. My creative side needs silence, space, and inspiration, while the business side requires structure, speed, and decision-making. I’ve learned to protect my creative moments — early mornings, travel, music, even flights — while surrounding myself with people I trust to carry the weight of operations.

In the end, both roles serve the same goal: building something beautiful, meaningful, and lasting.

How has being a mother influenced your design philosophy? Are there any similarities in how you approach designing your women’s collection versus your children’s collection?
Becoming a mother changed everything — especially the way I design. It grounded me and made me more conscious of what truly matters: comfort, quality, emotion, and longevity. When I started designing for children, it wasn’t just about aesthetics; it was about how clothes feel, how they move, and how they’re made — with love, care, and responsibility.

That mindset naturally carried into the women’s collection. In both lines, I look for honesty and emotion. I want each piece to tell a story, to feel timeless and intentional. I don’t believe in over-designing. I believe in beauty with purpose — whether it’s for a child discovering the world or a woman standing confidently in her own.

At the heart of both collections is the same soul. The difference is simply in scale, not in spirit.

What does your day-to-day look like running TNS and balancing family life? Do you have a daily ritual or habit that keeps you centered?
No two days are ever the same — and I’ve learned to embrace that chaos with grace. Running The New Society while raising a family is a constant balancing act. Some days I’m in meetings, reviewing samples, or deep in creative flow… and others, I’m just a mom making pancakes, helping with homework, or catching a flight after bedtime stories.

What keeps me centered is the intention behind it all. I remind myself why I started: to build something meaningful, both for my family and for a community that shares our values.

My daily ritual is simple: music from the past, a strong coffee, and a quiet moment — even if it’s just 10 minutes — to reconnect with myself before the day takes over. That small pause brings me back to who I am beyond the titles.

It’s not always perfect, but it’s real. And that’s enough.

Your collections all have a distinct theme. Where do you find your inspiration and decide what that season’s theme will be?
Inspiration always comes from an emotional place. It might begin with a song, a memory, a photograph, or a feeling I can’t quite explain — but that keeps returning to me. I try to stay connected to what’s happening within me and around me. Travel, nature, poetry, even silence — they all play a part.

Each season becomes a chapter in a larger story. I don’t follow trends; I follow intuition. I ask myself: What do I need to express right now? What do I want people to feel when they wear these pieces?

The theme is never forced — it reveals itself like a whisper. Once it’s clear, everything else falls into place: the palette, the fabrics, the silhouettes. That’s when the real magic begins.

For anyone planning a trip to Madrid, what are some of your favorite places to shop in person?
Without a doubt, Las Salesas is my favorite neighborhood. It beautifully blends fashion and lifestyle — concept stores like MOTT and PEZ sit alongside charming restaurants and local cafés. It’s effortlessly stylish with a warm, authentic energy.

I also love Barrio de Salamanca and Jorge Juan Street, where luxury boutiques meet more casual, contemporary fashion. The Loewe flagship store there is a must-visit — not just for shopping, but for design inspiration.

If you're looking for The New Society, you can find us at WOW (a multi-brand concept store), and in Chamberí at Rughara. In Conde Duque, I recommend Mini, Sportivo, and Misia — each one feels like a special discovery.

And if you're in Madrid on a Sunday, don’t miss El Rastro. It’s iconic — a huge flea market where you can hunt for treasures and vintage finds, then enjoy tapas at the surrounding bars. The perfect mix of chaos and charm.

What are some of your favorite TNS pieces on Danrie at the moment?
Danrie always curates such a beautiful and thoughtful selection from our collections — and AW25 is no exception. I especially love the baby sets, which are cozy and timeless. The dresses this season are truly dreamy — pieces like the Clarissa Dress are made for little girls to feel special and free. And of course, our knitwear is always a favorite — soft, sustainable, and full of soul.

I’m so grateful for how Danrie presents our world — always with such care and love.

Let our readers know where they can best find you!
You can find The New Society at select concept stores around the world, and of course on our website: www.wearethenewsociety.com — where you’ll discover our full universe, from Kids to Women.

You can also follow us on Instagram @weare_thenewsociety, where we share collections, inspiration, behind-the-scenes moments, and glimpses of our journey.

We’d love to have you with us.