A curated monthly dose of lifestyle, culture, and rhythm from San Miguel de Allende.
Paper crowns, couture and a Catrina face in one visit. For ten years, San Miguel has gotten dressed for its dead at LINA.
For Día de Muertos 2026, from October 31 to November 2, LINA Boutique on Relox and Maison LINA on Aldama 1 are once again where San Miguel de Allende gets dressed for the season. Both stores offer the full Catrina look in one visit: handmade paper flower crowns, dresses and professional Catrina makeup. Owners Roberto González and Fausto Bautista have built the tradition over ten years, in memory of Roberto’s late mother, Lina. Book makeup through @maisonlinasma or @linaboutiquesma.
In Mexico, the Catrina started as a joke. Around 1910, the printmaker José Guadalupe Posada etched La Calavera Garbancera, a skeleton in a fancy European hat, mocking Mexicans who dressed to look anything but Mexican. Decades later, Diego Rivera gave her a full body and a name in his 1947 mural Sueño de una tarde dominical en la Alameda Central, and she became the face of the holiday. In San Miguel, she walks the streets every year. As the city welcomes its dead home, the Jardín, the parades and the parties fill with painted faces and flower crowns, and many of them were made on Relox and Aldama.
What began ten years ago with handmade paper flower crowns for Día de Muertos has grown into one of San Miguel de Allende’s most loved fashion destinations. Each year, locals and visitors return to LINA Boutique and Maison LINA, drawn by a presence you don’t find anywhere else. Even from the street, the stores pull you in. At this time of year, both become the city’s go-to for everything the season needs: ornate paper flower crowns, Catrina makeup, and dresses that carry the beauty and meaning of the celebration.
This year, Catrina makeup is offered at both locations, LINA Boutique and Maison LINA, at 500 to 800 pesos. Handcrafted paper flower crowns are 500 pesos, and a dress completes the look. Everything is priced so reasonably and made so beautifully that letting the team transform you from head to toe feels almost instinctive. Book through @maisonlinasma or @linaboutiquesma.
LINA Boutique, at Relox 26, is the brand’s original home and the heart of its story. The space is filled with looks for special occasions: structured silhouettes, romantic cuts and pieces designed to turn every event into something cinematic.
Across town, Maison LINA on Aldama 1 carries a more relaxed mood. The focus is everyday couture and vacation wear, with flowing fabrics, neutral tones and effortless shapes made for San Miguel’s slow, sunlit rhythm.
Each boutique has its own personality, but both share the refined taste, intimacy and creativity that have become synonymous with the LINA name.
The stores are owned and run by Roberto González and his partner Fausto Bautista, who carry forward the legacy of Roberto’s late mother, Lina. Her name and memory live through every stitch, every flower and every moment inside the stores.
Roberto, known across San Miguel for his impeccable taste and theatrical flair, is a familiar face at the city’s most stylish gatherings. If you have been to one of the legendary Casa Dragones parties, you have likely seen him in full Catrina drag, commanding the room with the mix of elegance and confidence that defines his brand.
“The store is named Lina in honor of my mother, who has passed away,” says Roberto. “Everything we do carries a part of her. It’s about beauty, transformation, and joy.”
Together, Roberto and Fausto have run the boutique officially for five years, shaping it into a foundation of San Miguel’s contemporary fashion scene.
Visiting LINA feels like stepping into a small world of its own. The architecture, the scent, the careful lighting: everything has been considered. You can’t help but look through the racks. Each garment feels like a work of art, soft yet structured, contemporary yet timeless.
And then you look at the tag.
With dresses in the 3,000 to 4,000 peso range and bags around the same, the pricing almost surprises you. The craftsmanship and curation feel far beyond what you would expect.
“It’s one of those rare experiences where you feel both indulged and understood,” our editor notes. “If you are lucky enough to catch Roberto in the store, you will have one of the best styling experiences of your life. He reads you instantly, what will flatter you, what will make you glow, and before you know it, you are walking out dressed like yourself, only better.”
LINA Boutique and Maison LINA have become more than fashion spaces. They are part of San Miguel’s cultural landscape. From the paper flower crowns that started it all to the racks of couture and resort wear that define their present, LINA keeps celebrating artistry, emotion and transformation.
Five years officially in business, a decade of Día de Muertos tradition and countless transformations later, LINA remains one of the city’s most emblematic fashion houses, a place where legacy, love and style meet.
A curated monthly dose of lifestyle, culture, and rhythm from San Miguel.
