By and  on September 30, 2013

El Palacio de Hierro took a leap forward when it released its Soy Totalmente Palacio campaign in 1996. It was a breakthrough, initially depicting fashionable women, an aspirational message with witty catch phrases and surreal imagery depicting the chic set.

It caught on to such a degree that the slogan has become part of Mexico’s vernacular, so when someone says to you, “Soy Totalmente Palacio,” it’s an expression of praise or admiration, suggesting that you are very stylish.

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