Last week I was being invited to attend the São Paulo Fashion week in Brazil by Tex Brasil and Abit, and little had I known how it was going to turn out.

[ABIT = Brazilian Textile and Apparel Industry Association, it represents the integration of the Brazilian textile chain. Founded on the early 1960’s, ABIT sponsors companies of every segment in the textile industry, including cotton growing, synthetic raw materials, textile fibers, spinning, weaving, knitwear, dyeing, printing and clothing. ABIT’s mission is to support the sustainable development of the Brazilian textile industry, representing its interests in the presence of governmental and international organizations, as well as making the textile sector better known to the general public.]

[TexBrasil = the Brazilian Fashion Industry Internationalization Program,  founded in 2000 by ABIT in partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency) with the mission of supporting and preparing textile and apparel companies interested in selling their products abroad. ]

So they are the equivalent to the HK Trade Development Council or British Fashion Council in London.

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The exhibition “Daydreaming” (sponsored by mmartan) in the event venue pays homage to the encounters resulting from this creation and which mark important moments in the fashion calendar. In the photographs of Bob Wolfenson, stylists, designers and  models appear alongside artists, and musicians in sense alluding to the connections of inspiration, friendship and creation that SPFW promotes in each edition.


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It turned out AMAZING. I had a wonderful time exploring and understanding all the beautiful Brazilian designs (and the designers of course!)
Truth is, I didn’t quite know what to expect before arriving Brazil.So I went with a completely open-mind, taking in whatever was being introduced to me.

To many people, Sao Paulo might not be one of the main focus within the fashion industry, but a lot is going on in the industry there, and I see lots of potential for Brazilian designers to enter the global market, as well as already known global brands to enter South America. SPFW Summer 16 is celebrating its 20th year as the largest fashion week in the Southern Hemisphere. The 39th edition was held from April  13 to 17 at Cândido Portinari Park, in São Paulo. With 39 shows, exhibitions and events to promote fashion throughout the city, the city was buzzing with beautiful fashionistas and influential industry people. The brands that showcased during the fashion week included Patricia Bonaldi, Adriana Degreas, Apartmento03, GIG, and of course the highlight- Colcci where Gisele bid farewell to her catwalk career in her home country.

I had the pleasure to meet these talented and beautiful designers, and had a better understanding on Brazilian designs.

Here are some of my favourites among many. There are quite a few, so I am going to divide into a few entries for easier reading…

Adriana Degreas

Brazilian Swimwear Designer Adriana Degreas is a very popular designer there. Her designs are very chic and sexy, yet highly wearable not only in terms of the right amount of bikini coverage, but also her beachwear collection easily transform a beachwear look into an evening resort dinner look. Floaty jumpsuits, floor-sweeping kaftans, silky light cover-ups, they are all signature designs of the brand. Its a very elegant brazilian beachwear/ swimwear brand. Currently stocking in Brazil, and Harrods, soon will be stocking in Net-A-Porter.com . I’m not surprised the brand will one day launch in Hong Kong!

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Adriana explaining the concept of the inspiration
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The mood board for the Summer 16 catwalk collection

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The catwalk collection was amazing, decently surprising. But rest assured, her commercial line will be more wearable yet still sexy.

Below is the moodboard for the current collection at the store- it’s all about safari, nature and prints.

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I mean…where is better to find a proper sexy swimwear/ beachwear than in Brazil? These beautiful women grew up near the ocean!

Love the beautiful store interior…

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