She isn't your typical princess. Honestly, Victoria de Marichalar y Borbón doesn't even hold the title of Princess, despite being fifth in line to the Spanish throne. She’s a "Doña," a Lady of Tejada, and arguably the most polarizing figure in the House of Borbón right now.
You’ve probably seen her on Instagram. Or maybe on a billboard. By 2026, the woman everyone calls "Vic" has successfully pivoted from being a royal headache to a legitimate media powerhouse. It wasn't an easy transition. People used to write her off as just another "nepo baby" with a famous last name and a penchant for late-night Madrid parties. But then 2025 happened, and everything shifted.
The El Desafío Turning Point
If you want to understand why Victoria de Marichalar y Borbón is suddenly everywhere, you have to look at her stint on the Antena 3 reality show El Desafío. Before the fifth season aired in early 2025, the public perception of her was... well, let's call it "stiff." She seemed distant. Some even called her "not the most kind person" in those brutal Reddit threads from a few years back.
Then she got on TV. She finished in second place.
She didn't just show up; she actually worked. We saw her doing aerial dances, holding her breath underwater, and basically sweating through challenges that would make most aristocrats run for the hills. She admitted herself that she felt "disoriented" at first. It wasn't her comfort zone. But that vulnerability did something the Royal Family’s PR machine never could: it made her relatable. Seeing a granddaughter of King Juan Carlos I "spinning out of control" (literally, in one of the challenges) made people realize she’s more than a silent figure in a front-row seat at Dior.
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Fashion is Her "True Calling"
Let’s talk about her dad, Jaime de Marichalar. He was the one who really pushed her into the fashion world. He’s a guy with notoriously elitist tastes, but he saw something in Victoria. Since she went public on Instagram in 2019, she hasn't looked back.
By now, her resume is pretty stacked:
- Regular appearances at Paris Fashion Week (spotted at Dior and Schiaparelli).
- Major campaigns for brands like Scalpers (their FW25 campaign was huge).
- Ambassador roles for Mar de Frades and YSL Loveshine.
She’s basically the Spanish version of Charlotte Casiraghi, but with a more "street style" edge. She mixes high-end couture with baggy trousers and sneakers in a way that feels very Madrid 2026. It’s a deliberate move away from the "infanta" aesthetic of her mother, Infanta Elena. While her mom is all about traditional Spanish attire and classic elegance, Vic is out here wearing sheer fabrics and bold cut-outs.
The Elephant in the Room: The Royal Family
It’s no secret that the relationship between Victoria and the core Royal Family—King Felipe VI and Queen Letizia—has been... complicated.
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While her cousins Leonor and Sofía are being groomed for a life of strict protocol and military training, Victoria and her brother Froilán have always been the "wild cards." Froilán eventually moved to Abu Dhabi to be with their grandfather, Juan Carlos I, but Victoria stayed in the thick of it.
There’s a clear divide. On one side, you have the "clean" image of the crown. On the other, you have Victoria, who is often seen at bullfights (she's a massive fan of the tradition, much like her mother and grandfather) and hanging out with a "bohemian" crowd.
Speaking of that crowd, the tabloids went wild in late 2025 when she was linked to a guy named Javier. He’s a tattoo artist from Málaga, about 10 years older than her, and definitely doesn't look like your typical royal suitor. What’s weirdly fascinating is that her father, the normally strict Jaime de Marichalar, reportedly approved of the relationship. It’s almost like the family has realized they can't control her, so they’ve decided to lean into her unconventionality instead.
Why She’s Still Relevant in 2026
Most people thought Victoria Federica would be a flash in the pan. A "flavor of the month" influencer who would disappear once the novelty wore off. But she’s stayed relevant because she represents a very specific modern Spanish identity: the tension between deep tradition (the bullfighting, the Catholic roots) and the digital, globalized future.
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She’s also a bridge. She’s fifth in line to the throne, which is close enough to be "royal" but far enough that she doesn't receive a public salary. This gives her a freedom her cousins Leonor and Sofía will never have. She can sell shoes. She can do reality TV. She can date whoever she wants.
Misconceptions and Reality
People often assume she’s just coasting. But if you look at her schedule during the 2025-2026 season, it’s grueling. Between the Christian Dior Fall/Winter shows in Paris and the Starlite Gala in Marbella, she’s constantly moving. She studied Business Administration at the College for International Studies (CIS) in Madrid for a reason. She’s not just a model; she’s a brand.
Is she the perfect royal? No. Is she a "rebel"? Sorta. But mostly, she’s just the first member of the Spanish Royal Family to successfully monetize her status in the creator economy without burning the palace down in the process.
If you’re trying to keep up with her career or the shifting dynamics of the Spanish aristocracy, keep an eye on her upcoming 2026 collaborations. She’s reportedly moving into more creative direction roles rather than just being the face of a brand.
Actionable Insight for 2026:
If you want to understand the "Victoria Federica Effect" on Spanish fashion, watch how mid-tier Spanish brands like Scalpers and Pedro del Hierro are repositioning themselves to appeal to Gen Z. They are using her specifically to bridge the gap between "classic Spain" and the "modern influencer." If you're in marketing or fashion, Victoria is the blueprint for how to use heritage to sell modern lifestyle products.
The era of the silent royal is over. In 2026, if you aren't visible, you don't exist—and Victoria de Marichalar y Borbón is making sure she’s seen by everyone.