Pelonio Press, the communications and event production agency, has changed its name to AM. The shift comes with a new identity, a new headquarters, and a corporate reorganisation in which Águeda Amiano and María Fitz-James Stuart remain at the helm. Andrés Aberasturi leaves the partnership to continue his work under the Pelonio brand. The team, operational structure, and client portfolio remain intact.
María Fitz-James Stuart & Águeda Amiano
The agency has grown steadily since its founding, increasing revenue by 20% annually, and now employs a multidisciplinary team of 30 across communications, strategy, creativity, production, and public relations. Its work spans communications strategy, media relations, brand positioning, event production, and special projects. “This new chapter arrives at a time of strength for the company,” said María Fitz-James Stuart. “Maintaining double-digit revenue growth over recent years allows us to continue investing in what we believe in most: our team’s talent and new capabilities. Our new headquarters embodies that vision.”
AM’s client list includes lululemon, Pull&Bear, Levi’s, Camper, Bimba y Lola, Gant, Carhartt WIP, Herno, Dr. Martens, Havaianas, Arket, Merit, and W Barcelona, alongside projects with Carolina Herrera, YSL Beauty, Rabanne, Jean Paul Gaultier, and Netflix. The agency has also worked with designers including Palomo Spain, Maria ke Fisherman, and Pepa Salazar, and newer talents such as Doblas, Bonet, Evade, and Boltad. “Fashion remains the soul of AM, but our positioning has evolved over these twelve years,” said Fitz-James Stuart. “Today, we also work in beauty, lifestyle, and entertainment, and we are poised to strengthen our presence in luxury.”
The new headquarters at Aviador Zorita 48 was originally designed by Norman Foster, renovated by architect Cito Ballesta, with a visual identity created by the US agency Special Offer, known for its work with Charli xcx, Rosalía, and Madonna. More than an office, the space is conceived as a meeting point for the fashion industry and the creative community. “AM does not represent a break from our past, but a truer expression of who we are today,” said Águeda Amiano. “We wanted to grow without becoming predictable and to become more sophisticated without losing the irreverence that is part of our DNA.”
The agency’s first public cultural project debuts on 10 September, featuring a selection from the collection of editor and creative director Luis Venegas.
