Daughter of Carina Martínez, founder of Moweek, Sofía Inciarte grew up surrounded by runways, production teams, and emerging brands. But her connection to fashion wasn’t an impulsive choice: it was the result of a natural process of learning and commitment.
“I started working with my mother while I was pursuing my Bachelor’s degree in Management and Administration at Universidad ORT Uruguay. I observed, asked questions, learned from my mistakes, and gained practical experience,” she recalls.
That self-taught training proved crucial when, at just 19 years old, he took over as general manager of the event.
The team was already well-established, and that gave me confidence. I trusted every vendor and learned from them. I wasn't afraid of making mistakes—I always saw them as part of the learning process.
Thirty editions of history and evolution
In 2025, Moweek celebrated its 30th edition, cementing its status as the most important event in Uruguay’s fashion industry.
From its first edition in 2010—when Sofía was just 15 years old—to today, the platform has evolved into a hybrid format that combines an advance online sale with three days of fashion shows, showrooms, and in-person activities at iconic venues such as the Sofitel Montevideo.
“Moweek is like a brother to me. We grew up together. This year, I experienced it from a different perspective. It coincided with the birth of my first child and with my brother Juan joining the team—he also studied at ORT,” Sofía shares.
Management, strategy, and teamwork
With a background in management and administration, she applied academic tools directly to the project: from SWOT analysis to her thesis, which proposed a regional expansion initiative called RUEDA by Moweek.
“Years later, during the pandemic, that idea took on a new form: the digital channel allowed us to reach the country’s interior, precisely the audience I had studied in my final project,” she notes.
According to her, collaboration is at the heart of the event.
Our role has always been to manage, listen to, and coordinate a specialized team. I’m very proud of the team we have: during this latest edition, while I was pregnant, I had to step back, and everything went smoothly thanks to them.
A robust, multidisciplinary structure
Today, Moweek has more than 90 employees in production, logistics, communications, design, and development.
“The key is constant communication. We hold weekly meetings with the four main teams: strategy, communications, administration, and web development. It all comes down to asking questions, listening, showing respect, and seeking feedback,” explains Sofía.
Together with her mother, Carina Martínez—the administrative and commercial director—and her brother Juan—the head of production and communications—Sofía leads an organizational model that balances efficiency and sensitivity.
Innovation, Professionalism, and the Future
In his analysis of the factors that helped establish Moweek, he highlights the opportune timing, his mother’s professional vision, and the team’s ability to adapt.
“Since 2010, Moweek has filled a gap that didn’t exist on the local scene. It was a platform that provided a framework and a meeting place for Uruguayan fashion, and the public responded enthusiastically. Over time, we’ve managed to stay up-to-date and remain innovative, both in communication and in structure and content.”
The impact is clear: more than 120 participating brands, 5,000 in-person attendees per edition, sales exceeding two million dollars, and a regional reach that grows year after year.
Sofía Inciarte represents a generation of leaders who combine creativity, strategy, and management. Under her leadership, Moweek has established itself not only as a platform but also as an ecosystem for work, innovation, and training for the entire industry.
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