The Menkes costume shop in Barcelona has helped Carnival revellers transform themselves for over 70 years. Indeed, during the festive season, Barcelona residents flock to this historic Gran Via establishment to become whoever they wish to be.
As the city prepares for another season of festivities, the historic costume shop remains a bustling hub of creativity. According to Jacobo Menkes, the 67-year-old owner and second-generation custodian of the family business, the current appetite for dressing up is dictated heavily by popular culture. While historical attire remains popular, television phenomena like Bridgerton now drive the trends. Consequently, customers flock to the 700-square-metre store to reinvent themselves for a day.
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Home » Menkes Costume Shop Barcelona: A Carnival Legacy Since 1950
A Legacy Stitched in History
The Menkes sign bears the date 1950. This marks the era when Jacobo’s father, Marcos Menkes, established the brand’s presence in the Catalan capital after initial success in Madrid. The business has since become synonymous with the city’s theatrical and festive history. Jacobo notes with pride that the shop sold the very first costumes following the death of dictator Francisco Franco. This was a pivotal moment that allowed the return of Carnival celebrations, which had been heavily restricted for decades.
“We have been pioneers in many things, such as selling the first costumes after the dictatorship, or introducing sequins to this country,” Jacobo recalls. In addition, the shop was among the first to use signage in Catalan, cementing its connection to the local identity.
From Gran Via to Broadway
While rooted in Barcelona, the Menkes influence extends far beyond the Carnival parades of Catalonia. The family firm has evolved into a global supplier for the performing arts. Their guest books are a testament to their reach, filled with signatures ranging from Hollywood stars and Russian ballet dancers to the Spanish Royal Family.
The company has supplied wardrobes for Broadway musicals, Las Vegas productions, and the iconic Folies Bergère in Paris. Jacobo, who studied Economics but also trained as a shoemaker, combines business acumen with artisan craft. “In Spain, we have the advantage of being more affordable than other countries that also have a theatrical culture,” he notes.
Today, a significant portion of their business comes from the major cruise lines that dock in Barcelona. Menkes does not just supply the grand productions on board; they also maintain the wardrobes for the artists. “Sometimes we have to send seamstresses to Miami to prepare the premieres,” Jacobo explains. Furthermore, the company collaborates on the aesthetic of Cirque du Soleil shows.
Quality in an Age of Fast Fashion
Survival for a historic shop in the 21st century has required adaptation. If Menkes relied solely on seasonal sales for Carnival and Halloween, Jacobo admits they would struggle to compete with low-cost manufacturing imports. Therefore, the business has bet firmly on high quality.
The strategy involves a mix of sales and rentals, catering to everything from high-end weddings to themed parties. While their popular items are available on Amazon to maintain market presence, their core offering remains the bespoke, high-calibre garments that “take your breath away”.
Despite the hard work and the relentless pace of the industry, Jacobo has no plans to retire. “This gets into your veins,” he says. As Carnival approaches, the shop is once again filled with dreamers looking to change their skin. This ensures the legacy of Marcos Menkes continues to thread its way through the history of Barcelona, with anticipation already building for events like Barcelona Carnival 2026.
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