Anuska Menéndez is one of those rare creative professionals who defies easy definition. Born in Asturia and raised in Mallorca from the age of three, she has spent over two decades shaping ideas, brands, and stories across design, trend forecasting, and communication. From leading the creative direction at Camper to launching her own consultancy, Anuska’s work bridges intuition, insight, and innovation. Her hybrid creative profile is a reflection of both her Mediterranean roots and her global outlook—guided always by a deep passion for culture, storytelling, and meaningful collaboration. “Communication isn’t just a tool for me,” she says, “it’s the thread that connects everything I do.” Now, she continues to shape the future from the island she calls home.
A Journey of Creative Intuition and Purpose
Anuska Menéndez has cultivated a career that blends intuition, strategy, and creative vision in equal measure. “Since I was little, I wanted to be a fashion designer and a journalist,” she says. That early sense of direction led her to study fashion design in Barcelona, where she quickly discovered the vast, interconnected world surrounding design. “I realised there was much more to it than I had imagined,” she explains. Her curiosity drove her to continue her education in marketing, followed by journalism and communication—a foundation that would shape her signature hybrid creative profile.
Her early career path reflected this multidisciplinary spirit. She worked in journalism, radio, and television, before moving into communications—serving as press officer for Mallorca’s first ATP tennis tournament and later heading the fashion and trends department at IDI, a Balearic government initiative. These experiences taught her that vision is only the beginning. “You either have a creative vision or you don’t,” she says. “But you must keep nurturing it through the work you do.”
That philosophy found full expression during her twelve-year tenure at Camper, where she led design, new materials, and colour teams. The globally renowned Mallorcan footwear brand provided an ideal canvas. “Camper always knew how to anticipate what people wanted before they even knew it themselves,” Anuska reflects. “But what made it unique was never losing sight of its roots while maintaining a strong international ambition.” She recalls countless design projects, but it’s the spirit of collaboration she values most. “Working with both in-house teams and incredible international designers showed me how powerful creative teamwork can be.”
Designing Meaningful Change
After over a decade with Camper, Anuska felt a new calling. “It was more than a job—it was like family,” she says. “But I needed to create something of my own.” She launched a storytelling and creative direction consultancy, and in the years since, has collaborated with figures like jeweller Isabel Guarch, luxury brands such as Port Adriano, and design leaders like Espacio Home Design.
Her approach is immersive and long-term. “Whenever possible, I work from within the brand to build something sustainable—even helping create teams that can carry on after I leave,” she explains. “That’s how lasting change happens.”
Mallorca continues to influence her work and worldview. “Where you live shapes how you see and create,” she says. Her inspiration comes from art, architecture, and visionary thinkers like Steve Jobs and Coco Chanel. “I don’t dwell on the past or project too much into the future,” she says. “Each project is a fresh start. The best is always still to come.”
