EDITORIAL CARTOON

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