For years, Queen Letizia has been leading the “Letizia effect,” a phenomenon capable of selling out pieces and putting countless Spanish and international labels on the map. Princess Leonor is following in her footsteps, turning each of her fashion choices into an instant hit. Now, it’s Infanta Sofía’s turn to prove she has that same influence.
Earlier this week, Infanta Sofía wore a relaxed boho-inspired look during an event hosted by the Ibercaja Foundation.
With her institutional role growing more prominent, interest in whatever Sofia wears spikes almost instantly: online searches multiply, social media fills with questions about her styling, and small Spanish labels see a real jump in traffic and inquiries.
Sofia’s latest appearance in Girona is proof of that phenomenon.
Yesterday, the king and queen’s youngest daughter brought out two pieces from the Spanish label Rivera that were already in her closet, freshly restyling them and reinforcing a message about sustainability and long-lasting fashion. HOLA! Spain spoke with Elisa Rivera, the designer and founder of the brand, about what it means to dress the infanta, the tangible impact of each appearance, and what it’s like for a Spanish label to become a favorite of the young royal.
Princess Sofia of Spain is following in the footsteps of Queen Letizia and her elder sister, Princess Leonor
People talk a lot about the “Sofía effect.” Since the infanta started wearing Rivera pieces, have you seen a real impact on the brand?
Absolutely, it’s very noticeable. Every time it happens, there’s a clear surge of interest around the brand, both in-store and online. We’re incredibly grateful for it, but we also try to stay grounded: these are beautiful moments, but what really sustains a brand is the day-to-day work, the craftsmanship, and the trust you build with your customers.
Does that impact translate into higher sales?
It usually translates into more interest and more commercial activity, especially visits and searches. Sometimes it does show up in sales too, but we prefer to think of it as a nice one-time boost within a much bigger, longer-term effort.
What happens on your website when she’s photographed in one of your pieces? Do visits, searches, or waitlists spike?
Yes, we typically see a clear spike in visits, brand searches, and questions about the look. It happens almost immediately. Every case is different after that, but it always sparks a fast, very organic reaction.
Have you also seen growth on social media? What kind of messages do you get when the infanta wears one of your pieces?
We see it on social media too. We get a lot of messages asking about the exact piece, how to style it, or where to find it. And a lot of comments from people discovering the brand for the first time and connecting with our approach to fashion.
The designer Elsa Rivera discussed the impact that Princess Sofia had on her brand
Do customers specifically ask for “the Sofía set,” or do they come into the store looking for her looks in general?
Yes, some customers come in asking directly about the outfit or the pieces she wore. But a lot of others end up discovering Rivera through that moment rather than looking for that exact look, and they get curious about how we build outfits and combinations overall.
In the last few hours, she’s turned to Rivera again, and this time she restyled two of your pieces in a different combination. What did it mean to see her give new life to items already in her closet?
That’s exactly why we loved it. Seeing a piece get worn again and styled in a different way feels even more valuable to us than a single appearance. It speaks to a more real, natural, and smart way of dressing.
Do you think that kind of re-wearing connects especially well with the values your brand wants to represent?
Completely. At Rivera, we believe in fashion that lasts, in pieces that aren’t made for a single occasion but to become part of someone’s wardrobe and take on new meaning over time. Seeing a piece come back into rotation fits perfectly with how we think about fashion.
Were you expecting to see her in Rivera again, or was it a surprise?
It’s always a lovely surprise. We never take anything for granted, so when it happens, we feel really excited and grateful.
What did it mean for a brand like yours to get that level of visibility?
It was really special. For a Spanish label like ours, built slowly and through consistency, that kind of visibility is incredibly valuable. But we also see it as a responsibility: to keep doing things right and stay true to who we are.
The three women have an impact on the Spanish fashion industry
How did a Rivera piece end up in Infanta Sofía’s closet? Was there any contact with the Royal Household, or was it a completely independent choice?
The request came through her styling team, who reached out to our showroom. There was no direct contact with the Royal Household, and we had no involvement in the final decision, so seeing her in Rivera afterward was a huge surprise and a real joy for us.
Queen Letizia, Princess Leonor, and Infanta Sofía all frequently choose Spanish labels. What does it mean for a domestic brand to be part of that international spotlight, even briefly?
It means a huge amount of visibility, but it’s also a way of highlighting Spanish fashion as a whole, the work of the workshops, teams, and brands that have been building this industry here for years. In that sense, we think it goes beyond Rivera and speaks to the talent that exists in our country.
Do you think this kind of support helps put Spanish fashion talent and the industry on the map internationally?
Definitely. It helps project a really solid image of Spanish fashion and gets more people paying closer attention to our brands. And that’s always positive for the whole industry.
Beyond the commercial impact, what does it mean to you, as a team, to see Infanta Sofía wearing Rivera?
It’s an enormous joy, and honestly a very personal, emotional one. Behind every piece there are countless hours of work, judgment, and dedication. Seeing a piece travel that far and connect with the person wearing it that way means the world to us.
© WireImage
© WireImage
© WireImage
© WireImage
