Lunazul Tequila and New York fashion label Luar presented a capsule collection built from blue agave leather during Luar's Spring/Summer 2027 runway show on September 14, 2026, staged at the Unisphere in Queens, New York.
The project, called Once in a Lunazul, was announced September 15, 2026 by Stagwell-owned agencies Assembly and MONO, working alongside editorial partner Hypebeast and Luar creative director Raul Lopez, according to a release distributed via ACCESS Newswire and confirmed on Heaven Hill Brands' own site.
What the capsule actually contains
Luar built the line from agave leather made using fibers left over from tequila production, fusing that material into a small run of jackets, pants, hats and bags for the runway show. The debut took place at the Unisphere on Monday, September 14, with Lopez leading design. Organizers and Hypebeast have described it as the first appearance of agave leather on a New York Fashion Week runway, a claim repeated across the coverage but not independently adjudicated by any fashion body.
Who built the campaign and why
Assembly, described in the release as Lunazul's global omnichannel media agency, and MONO, its creative agency of record, are both Stagwell shops. Adweek reported in 2025 that Heaven Hill Brands had named Assembly and MONO as agencies of record across ten brands, including Lunazul, Tequila Ocho, Deep Eddy Vodka, Hpnotiq and Bluecoat Gin, with the remit covering brand strategy, creative development and media planning. MONO is credited in the release with identifying agave leather as the creative link between tequila and fashion, after which Assembly built the platform around it. Hypebeast's role is editorial: the outlet has said it will document the project from the agave fields of Jalisco through to the design studio and the runway, and continue coverage across its fashion, design and culture channels.
What Lunazul and Heaven Hill said
Juliana Rocha, content director at Assembly, said in the release that the team wanted to turn the material at the center of Lunazul into a new medium for the brand, calling it a genuine first, and said bringing in Hypebeast and Luar supplied the cultural platform and fashion perspective needed to put agave leather on the runway. Chris Dunn, an associate vice president at Heaven Hill Brands, said the collaboration reflects Lunazul's long-stated respect for the agave plant and gives new life to that material in a way the brand considers true to its heritage.
Lunazul's background and where it sits in the market
Lunazul is produced at the Tierra de Agaves distillery in Tequila, Jalisco, a company founded in 2002 by Francisco Beckmann, a former co-owner of Jose Cuervo. Heaven Hill Brands distributes the tequila in the United States and describes the Beckmann family as having more than 250 years of experience in agave spirits. Trade outlet Shanken News Daily reported this week that Lunazul has grown roughly 40 percent annually over the past five years and is approaching 2.3 million cases, a scale that frames why Heaven Hill's agencies are investing in a cultural push beyond conventional advertising.
What this means
None of the parties has published a technical description of the agave leather itself, so what fraction of the material is agave fiber versus binders or coatings remains undisclosed. Heaven Hill's tequila portfolio also includes Tequila Ocho, acquired through the Samson & Surrey deal and rated 89 of 95 in Tequila Watch's database; that pairing is worth watching if the agency team tries to extend a runway style campaign to a brand already built on a transparency-heavy reputation among trade drinkers.