Presenting AMERICANA.

A collection inspired by my Mexican-American heritage, bringing together two cultures that have profoundly shaped who I am. Knowing that the American cowboy tradition has roots in Mexico, and seeing how it evolved into such an iconic part of American culture, I couldn’t help but be inspired by its influence and lasting impact on our everyday lives—from music and art to fashion and beyond.

We have all lived our lives at the intersection of these two cultures, and I am proud to present my interpretation of the love and admiration I have for the countries that have given me so much.

Happy Birthday, America, and te quiero, México.

I hope you enjoy this collection as much as I enjoyed creating it.

Americana

plural noun

Amer·​i·​ca·​na ə-ˌmer-ə-ˈkä-nə 

1

: materials concerning or characteristic of America, its civilization, or its culture

broadly : things typical of America

2

: American culture

3

: a genre of American music having roots in early folk and country music

BIO

Viktor Luna

Defined by sophistication infused with dark sensuality and a rebellious punk-rock spirit, Viktor Luna creates for individuals who are confident, elegant, and forward-thinking in their personal style. His collections balance impeccable craftsmanship with modern edge, blending refined tailoring, bold femininity, and artistic expression.

Born in Guadalajara, Mexico, and raised in Los Angeles, Luna was introduced to fashion at an early age by his mother, an accomplished seamstress and pattern maker. Under her guidance, he developed a deep appreciation for garment construction, classic tailoring, and the transformative power of design. At the age of seven, he began exploring fashion design, laying the foundation for a lifelong creative journey.

After relocating to New York City in 2001, Luna refined his craft at the Fashion Institute of Technology, earning a Bachelor of Arts in Fashion Design. Upon graduation, he was recruited by Zero Maria Cornejo and later held design positions at Valentino and Burberry before launching his own label.

A trained photographer with a fascination for nature’s overlooked beauty, Luna often captures original imagery that becomes the basis for his signature prints. His creative perspective is shaped by a richly diverse background—from tranquil summers along the Mexican Riviera and the rock-and-roll culture of his youth in Los Angeles to the dynamic energy of New York City.

Since returning to Los Angeles in 2016, Luna has continued to develop innovative collections while overseeing the growth of his eponymous brand. He debuted his Spring 2012 collection at Mercedes-Benz New York Fashion Week and has presented collections at El Paseo Fashion Week in 2013 and 2019.

His work has been featured in ELLE Mexico, ELLE.com, French Vogue, The New York Times, Marie Claire, Rolling Stone, Harper’s Bazaar Mexico, Nylon Mexico, OUT Magazine, and Diva Magazine. Luna’s designs have been worn by notable figures including J Balvin, Cazzu, Pablo Cruz Guerrero, Mali, Daniel Brooks, NatOn, Tammy Parra, Danna, Laverne Cox, Ciara, Lil’ Kim, Carly Rae Jepsen, Iggy Azalea, Jackie Cruz, Ruby Rose, Big Boi, Victoria Justice, Adam Rippon, and MJ Rodriguez, among others.