Brazil Beyond The Beach – The Booming Brazilian Fashion Industry
Take a trip to Brazil to explore the country’s fashion industry and you will find it is not all samba and swimwear…
Brazil might have some of the world’s best beaches, gorgeous weather and a carnival atmosphere that resonates around every city, but when it comes to fashion it is not all gold lamé hot pants, exotic beachwear and those off-duty staple of the shoe world – Havaianas (made in Brazil – naturally).
Until you’ve experienced what this incredible country has to offer, it is easy to dismiss Brazilian fashion – which is worth an incredible $52 billion a year – as anything more than samba and swimwear.
But attending the Minas Trend Preview – one of the biggest fashion events in the country – was not only a chance to see the forthcoming S/S11 collections (summer starts in December), but also to witness what the Brazilian’s do best – creative catwalks infused with a happy local spirit and a lot of excellent designs that wouldn’t be out of place in the UAE. In fact, many of the designers brought their collections to the Emirates for last years Who’s Next fashion event and received a positive reaction from shoppers.
The Minas Trend trade show, held in the industrial city of Belo Horizonte, is a preview of what to expect at the large runway shows held at Fashion Rio and São Paulo Fashion Week. Now in its eighth year, the event hosted 31 brands and 19 catwalk shows and was curated by well known Brazilian designer Ronaldo Fraga. Under this edition’s theme of Oxygen, Fraga chose different looks from the various collections and built an amazing opening show featuring vibrant hues, colour blocking and a lot of sheer fabrics.
Highlight collections included Alessa – renowned for her modern prints that would suit both the Copacabana beach set as well as Dubai’s high society ladies – and Gig by Gina Guerra – a relatively young brand that makes very wearable clothes with a modern and feminine edge.
Here’s my pick of the best shows…
Alessa
Founded in 2002 by Carioca Alessa, the label sticks to its South American roots but adds a touch of modern day sophistication. The S/S11 collection has a very Brazilian touch with fun, flair and florals ruling the runway. Models were adorned in shimmering silk metallic midi dresses (very now), printed kaftans inspired by the Amazon and bold floral print maxis tied at the waist with bright yellow leather belts. Hair was worn up and accessorised with elaborate embellished hair pieces which cascaded down the models’ faces.
Chiclete
Inspired by Brazil’s Japanese population, the designers – Barbara Maciel and Louise Cristine – mixed contemporary Japanese design and traditional crafts from the Far East, such as origami, to produce a chic tailored collection for modern women. Red, pink and white dominated the collection and kimono style maxi-dresses, worn with large belts that looked like exotic lilies, created a stylish silhouette. But the biggest runway wow factor was the fan effect dress worn with high-waisted pure silk shorts in midnight blue, teamed with red Mary Janes.
ViVaZ
Bringing together the many characteristics of the Brazilian people, Elizabeth Faria, the designer behind Vivaz, closed day three with a glitzy show of glorious eveningwear. Frou frou frocks, gold and fawn coloured lamé dresses, turquoise one shoulder gowns and staggeringly high heels were in abundance. Elizabeth is not ashamed to exploit what Brazil does best – party – and showed the audience that fun doesn’t have to mean fast fashion. The luxury line, which is exported to the Middle East, did show some chic casual wear, but it’s this collection of feminine frocks that really brought the house down.
Gig
In the glorious outdoor surroundings of the Inhotim Contemporary Art Centre and Gardens, Gina Guerra showcased her S/S11 collection. Walking to the beat of Blondie, models were adorned in luxurious silks, light knitwear and sheer dresses. Her passion for colour wasn’t as evident as in previous collections, with pastels, pinks, nudes and white dominating the mostly evening wear-based show. The entire collection was beautifully feminine with cute blouses, short shift dresses, embellished detailing, waists nipped in with skinny belts and 50s inspired swimwear – a welcome change to the skimpy two-pieces that Brazil is so famous for. Gig is currently available across the USA and Europe but is yet to explore the Middle East, which is a shame as this is a label that could work very well in this region.
Patricia Motta
The 70s influence was a huge trend at the international S/S11 shows and that was no different in Brazil. Large floppy hats, tailored flared trousers, high-wasited shorts and crochet waistcoats adorned the open air catwalk set within 3,000 acres of Brazil’s finest parkland. Snakeskin is also a huge trend for S/S11 and Patricia Motta incorporated it into everything from vest tops, to mini skirts, to jackets and belts, in a variety of neons and rainbow brights. A beautiful, sophisticated and very on trend collection from the woman whose name has become a byword for quality.
Via Emirates Woman
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