Queen Letizia turns five decades this September 15. 50 is a full and mature age. Goodbye to the impulse and short-termism of that outburst that triggered the tense scene lived with Doña Sofía in the Cathedral of Palma in 2018. She wears 50 with pride, just like gray hair. They are fellow travelers. Now it’s time to take stock.
When she landed in Zarzuela, as princess of Asturias, Letizia did not have her own agenda. It was 10 years of training and adaptation to a palace protocol, to a way of understanding and managing public exposure in the House’s way. A decade without content. Without voice. Just her presence. A time of silence that lasted from her wedding in 2004 until beyond the proclamation of Felipe VI in June 2014. She gave her first official speech in 2015. It was in Logroño, where she sponsored an act of the Civil Guard. She was going according to protocol: long, black and with a mantilla.
Of great temperament and prodigious memory
The transition from Princess of Asturias to Queen has helped her find her place, her space and her own image, the one she wants to convey of herself: a 21st century woman with a firm character, great temperament, outstanding talent, captivating, conquering, talkative, who asks more than answers, with a prodigious memory for names and an infinite thirst for knowledge.
In each act that he presides over (AECC, the Red Cross, the FEDER, the FBBVA or the opening of the school year); and in each work meeting, Letizia always has a question prepared. She talks to all the awardees, to all the people from all the events. She studies all the contents. She is committed to the causes. She puts on the red vest of a volunteer in Haiti, in Honduras or in Paraguay. She rolls up her sleeves and can handle anything, even the sandstorm in the Mauritanian desert.
Culture, arts, women’s sports, women, health, conciliation, family, equality, inclusion, diversity, childhood and education. Is his expertise. She also served as the perfect hostess at the NATO Summit in Madrid, together with Brigitte Macron y Jill Biden (bottom photo).
His big mistake was letting himself be carried away by courage and temperament in a public act at the doors of the Cathedral of Palma in 2018 and stressing a scene with Mrs. Sofia. To this day, both queens stage continuous displays of affection in public.
Modernize Zarzuela: pure marketing
Letizia’s job, for 8 years, has been to modernize Zarzuela. Adapt it to the new times. Pure marketing. Rethink the image that we Spaniards had and have of the institution and draw up a new communication campaign. A new brand image strategy that has been consolidated with its own style.
It has become a fundamental pillar of Spanish fashion in the world. His looks from Zara, Mango, Massimo Dutti, Adolfo Domínguez, Mint & Rose, The 2nd Skin Co, Juan Duyos, Charo Ruiz or Ana Locking are an example. In fashion, the letizia effect reaches more repercussion than his work. However, his instinct to handle that communication helps her to send messages through his clothes. It is the emotional wardrobe (the commented Ukrainian blouse in support of the country or that she exchanges dresses with her daughters).
Without the pressure of always wanting to be liked
During his stage of royal highness he struggled to be liked. Her apparent coldness and uptight, controlling image of her didn’t help. She was trapped. Over time, she has found the balance that allows her to be more natural without the pressure of always wanting to be liked. On the 50th anniversary of her college, she made that effort to be liked and that prepared “Ortiz, no one beats heavy”, remembering the words of a teacher. The event accompanied because all the former students who were in the assembly hall shared emotions in the midst of a pandemic. Letizia relaxed by telling a class anecdote and when she relaxes she is more simple.
I also saw that connection with people at the MBFW in Madrid in March. The Queen visited the catwalk on the occasion of her 75th birthday. The end of the visit was an unexpected photocall of the Queen: 13 minutes of selfies with fans and influencers. With open arms, Letizia was welcoming all the followers, who approached mobile in hand. That, contact and selfies with smiles, is part of the new digital language that young people use. That’s why she wants to connect with them. She that day she conquered them.
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