A curated monthly dose of lifestyle, culture, and rhythm from San Miguel de Allende.
Step inside the world of LINA Boutique and Maison LINA, where paper crowns, couture, and Catrina makeup define San Miguel’s Día de Muertos style.
What began nine years ago with handmade paper flower crowns for Día de Muertos has grown into one of San Miguel de Allende’s most beloved fashion destinations. Each year, locals and visitors return to LINA Boutique and Maison LINA, drawn by a kind of presence you don’t find anywhere else. Even from the street, the stores seem to pull you in. During this time of year, they become the city’s go-to destinations for everything you need for the season: ornate paper flower crowns, Catrina makeup, and dresses that capture the beauty and meaning of the celebration.
This year, makeup will be offered at their Aldama location from October 30 to November 2, with pricing between 500 and 800 pesos. While you’re there, you can pick up one of their handcrafted paper flower crowns (500 pesos) and a dress to complete your look. Everything is priced so reasonably and made so beautifully that letting the team transform you from head to toe feels almost instinctive. Make a reservation for Catrina makeup.
LINA Boutique, located just steps from Doce 18, 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. Here, the focus is on everyday couture and vacation wear, where flowing fabrics, neutral tones, and effortless shapes invite you to dress for San Miguel’s slow, sunlit rhythm.
Each boutique carries its own personality, but both share the same 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 have carried forward the legacy of Roberto’s late mother, Lina. Her name and memory live through every stitch, every flower, and every curated moment inside their 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 ever attended one of the legendary Casa Dragones parties, you have likely seen him in full Catrina drag, commanding the room with a mix of elegance and confidence that embodies the spirit of 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 been running their boutique officially for four years, shaping it into a foundation for 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 level of craftsmanship and curation feels 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.”
As LINA Boutique and Maison LINA continue to evolve, they have become more than just fashion spaces. They are part of San Miguel’s cultural landscape. From the ornate paper flower crowns that started it all to the curated racks of couture and resort wear that define their present, LINA continues to celebrate artistry, emotion, and transformation.
Four years officially in business, nearly 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 converge.
We're Savant, San Miguel de Allende’s new online lifestyle and culture magazine. Created for curious travelers, locals, and design and food lovers alike, Savant offers curated stories and an authentic look into the people, places, and passions that shape this iconic town. More than a publication, it’s a cultural community, and your invitation to experience San Miguel like never before.
A curated monthly dose of lifestyle, culture, and rhythm from San Miguel.
