Bad Bunny at Super Bowl LX: The Pan-American Manifesto and the Democratisation of Luxury

Benito Antonio Martínez Ocasio’s performance during the half-time show at Levi’s Stadium in Santa Clara will go down in history as the moment when the Spanish language finally took over the global mainstream. At the stadium where the Seattle Seahawks defeated the New England Patriots, Bad Bunny performed a set entirely in Spanish, which, combined with his choice of fashion partners – from Spanish giant Zara to luxury brand Audemars Piguet – created a new definition of modern luxury: authentic, engaged and devoid of theatrical excess.

Context: From the Econo supermarket to the top of the charts