Some surnames conjure entire worlds. Vargas Llosa is one of them: simply saying it evokes literature, a Nobel Prize, and decades of social and political history. It’s not an easy legacy to inhabit. But Ariadna Vargas Llosa (Madrid, 1996), daughter of Gonzalo Vargas Llosa and Josefina Said, appears ready to write her own chapter. Raised between Madrid, Lima, Geneva, and Boston, she’s part of Gen Z, effortlessly juggling diverse projects: she runs her own concept store focused on sustainable design and is now preparing to compete in the Miss Perú USA 2026 pageant. She’s inherited more than just a name from her grandfather, Mario Vargas Llosa – a drive to transcend boundaries and expectations. Perhaps the best way to live with an illustrious pedigree isn’t to hide under its influence, but to find a way to reinvent it.
How did the idea of competing in Miss Perú USA 2026 come about, and what do you hope to achieve with your participation?
I never thought I would participate in a beauty pageant, but when the opportunity arose, I felt I had a purpose. I’m quite introverted, and this challenge has forced me to step outside of my comfort zone. I see it as a platform to redefine beauty – not just as aesthetics, but as leadership, culture, and social impact. Professionally, I’m interested in using Miss Perú USA as a bridge to connect Peruvian design, craftsmanship, and international markets. It’s also given me valuable tools: confidence in public speaking, discipline, and a clearer sense of my purpose.
What’s the best and worst part of participating in a pageant like this?
The best part is undoubtedly personal growth. The preparation requires physical and mental discipline, but also internal coherence. I feel like I’ve become a better version of myself throughout this process. Plus, my cousin Milena Said will also be participating in the pageant, so we’ll be going to Utah together, which makes it even more special and fun. The most difficult part is the pressure: meeting external expectations, delivering the best oratory, and having the best runway walk. It’s a constant challenge, but also an opportunity to surpass yourself.
In what way do your Peruvian roots influence you? In what ways are you more Spanish, and in what ways are you more Peruvian?
Growing up between cultures gave me a remarkably diverse identity. I don’t feel like I belong to just one place; I feel like I belong to several places at once. I’ve always tried to preserve my Peruvian essence and share it. In reality, both cultures coexist within me naturally. I feel equally at home in Madrid or Lima.
Ariadna Vargas Llosa poses in designs from her brand, Beau Street Shop.
You have your own fashion brand, Beau Street Shop. How do you envision your future: as a designer, model, or something completely different?
My project is a platform that promotes craftsmanship and responsible consumption. More than defining myself solely as a designer or model, I see myself as a curator: someone who discovers, connects, and gives visibility to brands and artisans with identity and ethical coherence. I enjoy modeling for my own brand or for very specific projects aligned with my values, but that’s not my main focus. I am interested in training in design to, at some point, be able to develop my own pieces. But I always want to maintain that balance: creating without stopping searching, supporting, and promoting local and emerging brands. For me, the future isn’t about choosing a single label, but exploring different creative facets while always keeping my focus clear.
How do you remember your childhood and where does your interest in fashion come from?
From a young age, I constantly drew clothes, spending hours imagining dresses, combinations, and silhouettes. It was my way of expressing myself, even when it was difficult to do so with words, as I was quite shy. I always admired my older cousins and aunts, who dressed with a lot of personality. I loved putting on their clothes, trying on their shoes, and creating my own looks. For me, it wasn’t just about getting dressed; it was about playing different versions of myself. I was very shy, but I remember that when I wore something that made me feel comfortable or confident, something changed. I felt more self-assured, spoke more, dared more. I think that’s when I understood, without realizing it, that fashion isn’t superficial: it’s a tool for identity and personal security. I always knew I wanted to dedicate myself to something related to fashion.
How did your grandfather, Mario Vargas Llosa, influence you and how do you remember your relationship with him?
My grandfather taught us the value of passion and discipline. He always encouraged us to do what we truly loved, even if it was an uncertain path. But above all, he marked me with his sense of family. Despite his work and commitments, he always found time to be present. That coherence between professional ambition and personal values is something I endeavor to apply in my life.
What’s your favorite book of his?
My favorite is The Bad Girl. I was always very impacted by that character for her ability to reinvent herself and move between cities, cultures, and contexts. I’ve lived in several countries and changed environments many times, and I think, in a way, I identified with that idea of constant adaptation. When you move around so much, you learn to rebuild yourself, to understand different cultural codes, and to find your identity within change. Beyond the love story, what marked me the most was that feeling that life isn’t linear and that one can transform many times without losing their essence.
What’s the best piece of advice or life lesson he left you with?
That one must dedicate oneself to what one is truly passionate about, even if it’s not the easiest path. And that success is meaningless if it isn’t accompanied by integrity and closeness with family.
Does carrying the Vargas Llosa surname have more advantages or disadvantages?
I’ve never felt it as a pressure, but as a motivation. It’s not about replicating a legacy, but about honoring it with independence and criteria. Expectations exist, but I try to transform them into positive responsibility: doing things with seriousness, culture, and authenticity. It’s also opened many doors for me, and I will always be grateful for that.
The 29-year-old is looking towards a future away from labels, but linked to creativity and fashion.
How do you handle media exposure and public curiosity?
With clear boundaries. I share what makes sense for my work and my projects, but I protect my private life. I believe that exposure should have a purpose, not everything needs to be public.
How crucial are social media to you?
Today, they are fundamental to growing a brand. Many people discover Beau Street through Instagram, connect with the images, with the aesthetics, and with the story behind each piece, and then finish up placing orders. It’s a very direct tool for building community and trust. For me, social media is an extension of the brand’s universe: it tells you who you are and what you represent. That said, I think it’s important to use them in moderation. As long as they don’t become something that dominates your life or disconnects you from reality, they can be a very positive and powerful tool.
