As the sweltering heat of summer descends upon Madrid, handheld fans have emerged as a quintessential accessory for locals and visitors alike. With temperatures soaring close to 40 degrees Celsius in July, the idea of buying a fan as a gift has become a no-brainer for many. Arturo Llerandi, owner of the renowned “Casa de Diego” fan boutique in Madrid, notes that fans are an integral part of Spanish life, transcending age and demographic boundaries. “Everyone uses a fan here in Spain — children, the elderly, young people, men,” he says. “Why? Because it’s hot… It’s hotter across Europe and you see fans everywhere.”
Llerandi’s shop, which has been a fixture in the heart of Madrid for over two centuries, boasts an impressive collection of 10,000 different fan models. From delicate bone and lace versions designed for women to smaller, pocket-sized fans for men, the range is vast and varied. Luxury fans can cost up to 6,000 euros, but their appeal lies in their timeless elegance and functionality. For Carmen Pulido, a 62-year-old legal assistant, a fan is not just a practical item but a treasured possession. “It’s something to have forever… Lately, it’s become essential,” she remarks.
Beyond their functional purpose, handheld fans have also become a symbol of identity and expression. At Madrid’s Pride festival, fans were used to convey messages and showcase solidarity, with Pedro Pontes, a 31-year-old waiter, noting that “the fan has always been fundamental for us and the community. It has always been a gay icon.” Olivier Bernoux, a French luxury hand fan designer, agrees that fans can be a powerful tool for self-expression. “The very opening and closing of a fan is a marvellous gesture that will attract attention,” he says, advising users to add a touch of perfume to their fans for an extra sensory experience.
Bernoux’s designs cater to a diverse clientele, each with unique preferences. While men tend to opt for classic designs, Spanish women are more particular about the noise fans make when unfurled. American customers from Miami, on the other hand, prefer larger fans, while the French are drawn to linen creations. Erika von Berliner, an Ecuadoran journalist living in Madrid, appreciates the elegance of handheld fans, saying, “You hold something very beautiful that goes with your clothes and if you know how to use it well, with elegance, so much the better.”
In a world where climate change is increasingly driving temperatures upward, handheld fans have become an indispensable accessory for many. Whether used for practical purposes or as a statement piece, these fans have retained their relevance and appeal. As Bernoux aptly puts it, “On public transport, you take out your fan and it makes a tough moment an easier one.” With their rich history, cultural significance, and adaptability, handheld fans are sure to remain a staple in Spanish life and beyond for years to come.