Tulum’s ugly downfall is a warning for Mexico
2026-10-20
There was a moment, in 2015 or 2016, when Tulum was the coolest town on Earth.
Every fashion magazine seemed to billboard the beach retreat on Mexico’s turquoise-water Caribbean coast as a mecca for global trendsetters. “Tulum style” came to describe a distinctive aesthetic — flowing fabrics, linen and crochet, neutral colors, bare feet, traditional craftsmanship — that blended rustic-chic, environmentalist and free-spirit ideals into the boho-luxe look of the moment.
This effervescence bubbled to a peak in July 2018, when Vogue put modeling queen Gisele Bundchen on its cover, photographed in Tulum’s tropical forest in a printed floral Ralph
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