The Treasure Hunt con Linda Sharkey

In fact, in recent years Korea has been able to set trends and redefine technologies and the boundaries of cosmetics in many ways: from active ingredients to formulations, all the way to packaging. Anything that is Made in Korea now sparks attention and curiosity because it stands for innovation. Unlike Western cosmetics, which focus on treating existing damage, Korean cosmetics place the key on prevention. That’s why sun protection is not just a fundamental step in a skincare routine but a true lifestyle, which also includes the use of umbrellas or UV-protective clothing. In Seoul, it is completely normal not only to carry one with you, but also to find large umbrellas at intersections, allowing pedestrians to wait for the traffic light while protected from the sun. Another essential aspect of Korean skincare philosophy is the health of the skin barrier. Healthy skin starts with the balance of its protective mechanisms and its skin microbiota. The goal is to maintain skin that is healthy, well cared for, and resilient. Terms like glass skin or dewy skin have now entered our vocabulary thanks to Korean cosmetics, which have successfully conveyed the desire for hydrated, radiant—indeed “dewy”—skin that is not greasy. How do you achieve this kind of skin? With soothing, hydrating, and antioxidant formulas that even out the complexion, plump the skin, and hydrate it just enough to make it glow. For this reason, I have selected some products for you that you can find at the Pinalli store inside Fidenza Village. These are products I appreciated for their formulations, textures, and also their innovative packaging. Because cosmetics should be functional but also fun to use—and Koreans know this very well!

What does fashion mean to you? For me, fashion is art; it is culture. It can express the purest part of your essence as well as those little alter egos we all have. It’s a powerful tool to communicate who we are and, above all, authenticity.

What is your relationship with the industry? I studied journalism in London, where I lived for ten years, and worked for six at The Independent. That’s where I developed my career in fashion journalism. At the same time, I had a blog, Fashion Inside Out, which helped me enter the industry. But in reality, my passion began much earlier: as a child I used to secretly steal clothes from my mother. She eventually had to put a lock on her wardrobe. Back then, fashion felt like an aspirational world; today, with digitalisation, it’s far more accessible.

How would you define your work today? I’m a stylist, fashion storyteller and host. I organise events where we present a collection through looks or capsules that help translate what we see on the runway into real life. In a digital world, is the physical experience the new luxury? Absolutely. For a while, online shopping dominated everything and status seemed to be about not having time. Today, the opposite is true: real luxury is time. Time to travel, to take care of oneself, to enjoy life. And fashion plays a role in that too. We’re returning to physical experiences: visiting a boutique, touching fabrics, understanding the pattern cutting and silhouettes. That’s the key difference between fast fashion and luxury.

Every city has its own way of living, reinterpreting and wearing fashion. How is fashion experienced in Madrid? I love Madrid because it’s authentic. When I arrived in 2016, I found a fairly classic, more understated street style, very connected to those inherited wardrobes. But over the past five years, it has changed a lot. The arrival of Latin American women—Mexican, Venezuelan, Colombian, Peruvian, Chilean—has brought a different energy: more colour, more playfulness, more mixing. Today I see a more diverse and adventurous fashion scene, inspired by the runway yet with a local character, open to combining the classic with the unexpected.

What is the experience like at Las Rozas Village? I was surprised by the number of timeless pieces you can find. Not just trends, but garments that truly stay in your wardrobe. That’s something we look for more and more: investing in smart pieces. And as it’s an open-air destination, the experience is much more relaxed. You can start with a matcha at Starbucks, go shopping, stop for lunch at Cristina Oria or Mentidero, and keep exploring boutiques. And then there’s The Apartment, that private space where you can end the day with a glass of champagne.