Brazil stamps its name on fashion map
Print Edition
SAO Paulo’s fashion week opened on Monday with three dozen domestic designers parading exotic tunics and a generous hint of silk, before Stella McCartney and Donatella Versace unveil one-off collections for Brazilian consumers.
Proceedings at the Candido Portinari exhibition park in Sao Paulo opened with a glittering selection of designs by home brand Animale, whose models took to the runway sporting patterns inspired by the famed Silk Road trade route.
Bell-bottomed trousers, roomy white blouses and woollen coats, as well as touches of velvet and lace all conjured the image of a footloose-but-feminine fashion-conscious woman.
“We live in an era which questions, reviews, indulges in large-scale overhauls,” said Sao Paulo Fashion Week director Paulo Borges, noting that the event he helped create is approaching its 20th anniversary, having debuted in 1995.
Prior to that, Borges reminisced: “Nobody spoke about fashion in Brazil. Nobody thought it could be what it is today — internationally recognized and respected worldwide.”
As the afternoon progressed, other marques each took a share of the spotlight, from Uma Raquel Davidowicz to Tufi Duek and Cavalera.
Others, including Pedro Lourenco, Joao Pimenta and Osklen — already making a name for itself well beyond Brazil — joined them in Latin America’s biggest fashion show.
The Brazilian fashion industry is home to 300,000 firms and Borges estimates 90 percent of production is sold domestically.
Despite that home focus, leading lights from abroad have made their presence felt in Sao Paulo as McCartney and Versace launched collections designed to appeal to Brazilian tastes in a market of 202 million people.
McCartney launches creations for the C&A chain, while Versace is teaming up with Brazilian department store Riachuelo.
The daughter of the Beatles legend, Paul McCartney, is launching her second collection, this time just for Brazil, for international chain C&A.
Versace meanwhile has designed an exclusive collection for Brazilian store Riachuelo, which has more than 220 stores — and more than 20 million customers.
Brazilian supermodel Adriana Lima is fronting the ad campaign.
“These collaborations with C&A and Riachuelo show the maturity and the marketing power of Brazilian fashion — its importance, scope and strength,” Borges said.
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