“Always in my heart” : A collection by Humberto Cruz for Pull & Bear inspired by the Day of the Dead

Humberto CruzI Scream Colour
Written By Dutch Uncle

Limited edition product range and instore graphics for the Pull & Bear store in Madero / Mexico

The Day of the Dead is one of the most emblematic traditions in Mexico, a celebration full of color and emotions that inspires and motivates us to create.

Pull&Bear has teamed up with Mexican artist Humberto Cruz on a collection called “Siempre en mi corazón” (Always in my heart), which pays homage to the Day of the Dead in Cruz's own style.

“I really like drawing characters and so for me transforming them into the style of the Day of the Dead was very fun and new for me because I had never done something like that”
— Humberto Cruz
 

This collection is made up of 7 illustrated t-shirts, 5 hoodies and 1 shirt, each of the pieces is illustrated by Humberto with colorful and vibrant designs such as skulls, bones, rabbits and phrases such as “You have to live smiling to live happy” which fuses the past with the present and invites us to embrace tradition.

Humberto took up the iconography of the traditional skulls and sought to give them a modern and urban touch with his style.

The collection is something mysterious, mischievous, 

Dutch Uncle

Dutch Uncle is an award-winning international illustration and animation agency founded in 2006 by Helen Cowley. With offices in London, New York, and Tokyo, we operate across every major timezone, connecting the world's most ambitious brands with exceptional global creative talent.

Over nearly two decades, Dutch Uncle have built one of the most decorated artist rosters in the industry. Our artists have produced Gold Clio and Cannes Lions award-winning work for clients spanning fashion, luxury, fintech, tech, healthcare, and publishing. We have collaborated on prestige illustration and animation projects for global leaders, including Hermès, Burberry, Chanel, Louis Vuitton, and Rimowa, as well as Apple, Google, Mercedes, Netflix, Pfizer, AstraZeneca, The New York Times.

We represent illustrators and animation directors who lead their fields in conceptual thinking, visual intelligence, and craft. Artists whose work cuts through algorithmic sameness to deliver genuine cultural impact.

Beyond our core roster, we also draw on an international network of talent across five continents to meet the scale and complexity of any brief.

Dutch Uncle operates as a full-service creative production partner, managing everything from artist sourcing and briefing through to licensing, copyright, animation production, and final delivery.

We specialise in complex, multi-market projects that demand creative precision and seamless execution. Whether that is a single editorial commission, a suite of high-impact social media assets, or a global animated campaign.

For nearly twenty years, the world's leading agencies, publishers, cultural institutions, and brands have trusted us to bring their most ambitious work to life.

https://www.dutchuncle.co.uk
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