Sao Paulo Fashion Week - TNG
SAO PAULO, BRAZIL - NOVEMBER 07: Michelle Alves, Tito Bessa Jr. and Mariana Weickert walk the runway at the TNG fashion show during Sao Paulo Fashion Week Winter 2015 at Parque Candido Portinari on November 7, 2014 in Sao Paulo, Brazil. (Photo by Studio Fernanda Calfat/Getty Images)


Brazil has become the new hot spot for foreign brands in fashion, evident at the most recent runway show in the country.

The Sao Paulo fashion week’s fall-winter 2015 shows last week included a pop-up boutique where fast-fashion retailer Riachuelo sold the line of Versace within minutes of the show, according to the Associated Press.

The capsule included pencil skirts and sexed-up gowns with the iconic leopard and nautical prints at prices ranging from $20 to around $200.

But the Italian designer is far from the only big name from last week.

Stella McCartney and her second capsule collection with C&A, which included boxy-cut blouses and pants in fluid fabrics, were also at the shows.

Designers recognize that Brazilian women have a penchant for fashion, and are very aware as consumers of the trends and styles.

“Brazilian women are cool and sexy, but they’re also aware,” McCartney told AP. “I’d say they’re at the forefront of fashion.”

And the Versace idea to sell the designs as soon as the show is over may increase the popularity of the foreign brands — as the mad dash of people to the registers showed this past week.

But foreign brands still have a battle ahead of them to really pervade the Brazilian garment market, which is still dominated by home-grown labels.

The fashion event has been touted Latin America’s premier event and the five days of shows included a number of Brazilian brands.

There are a number of labels in Sao Paulo and Rio de Janeiro, and both towns had competing fashion weeks in previous years.

This year, though, Rio de Janeiro canceled its fall-winter shows, and some of the designers represented by them moved to Sao Paulo for last week’s shows. This included Osklen, one of the few local brands with stores abroad, which showcased a collection of modified trench coats.


Carlos Monteiro is a Brazilian citizen, graduated in Business Administration by the Catholic University of São Paulo. He lives in Odense, Denmark with his Danish Wife, Cathrine, and their half Danish /Brazilian daughter Ines Marie. You are very welcome to be in contact him at any time.
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