Under Covid-19, domestic and international events started to be held digitally. Following in the footsteps of other trade shows in the segment, Splash Paris also launches its virtual edition in partnership with JOOR, an American digital platform that allows interaction between brands and large retail boutiques.
The event takes place from September 7th to October 9th and will welcome Brazilian brands such as Haight, Lenny Niemeyer, Nannacay, Triya and Yukio, with the support of ABEST's (Brazilian Fashion Designers Association) Fashion Label Brasil, and Adriana Degreas with support from Abit's TexBrasil (Brazilian Fashion Textile Industry Internationalization Program), both Brazilian fashion export programs in partnership with Apex-Brasil (Brazilian Agency for the Promotion of Exports and Investments).
“Fashion Label Brasil has taken Brazilian brands to the Splash trade show since 2016, the year of the trade show's debut in the European market.
The event takes place in Paris once a year, always in June, but this year the entire fashion calendar gave way to the digital version at JOOR, the world’s largest wholesale platform and data exchange present in more than 144 countries, including retail stores such as Anthropologie, Bergdorf Goodman, Galeries Lafayette, Neiman Marcus, Net-A-Porter, Saks Fifth Avenue and Selfridges”, explains Alberto Hiar, ABEST president.
https://fashionlabelbrasil.com/wp-content/uploads/2020/11/foto_srx942503_dsc6311-e1606094067753.jpg333476abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2020-09-07 00:00:312020-11-23 00:27:47Brazilian brands attend the digital edition of Splash Paris; a trade show specialized in beachwear
The Covid-19 pandemic totally changed the Brazilian fashion scene and required rapid adaptation with digital solutions that will not be used only during the crisis. With that in mind, Apex-Brasil (Brazilian Agency of Promotion of Exports and Investments), ABEST (Brazilian Fashion Designers Association), ABIT (Brazilian Association of Textiles and Apparel) and Abicalçados (Brazilian Association of Footwear Industries) came together to start a partnership and launch the Brasil Fashion Now project, which will be featured on the BLANC Fashion digital platform - www.blancfashion.com.
With an initial duration of six months, Brasil Fashion Now is an action that takes place via Fashion Label Brasil (Program of Internationalization of Value-Added Brazilian Fashion), Texbrasil (Brazilian Fashion Textile Industry Internationalization Program) and Brazilian Footwear, fashion export programs in partnership with Apex-Brasil. It aims to introduce, facilitate and generate exports of Brazilian innovative and unique brands for international retailers, a model known as B2B (business to business). The project will appoint an exclusive space for Brazilian brands on the digital platform, which currently has more than 10k buyers from 60 registered countries.
Apex-Brasil's Project Manager, Flavia Egypto, points out that the agency had already been planning the growth of digital initiatives in its fashion projects - Fashion Label Brasil, Brazilian Footwear and Texbrasil. “Current circumstances have accelerated these initiatives and solidified the need for a joint venture to gain strength in the international market. We are confident that it will be a successful action ”, Egypto points out.
ABEST's president, Alberto Hiar, reinforces that, with the pandemic happening in the world, it was necessary to accelerate existing movements in favor of the use of technology in the designer fashion products export process. "We identified the need to respond immediately to this demand for digital services by members, because through it international buyers will have access to a diverse range of products", Hiar explains.
For Texbrasil's executive manager, Lilian Kaddissi, it was necessary to understand the best way to support companies in the current scenario: “At this moment, we felt it was important to listen to companies to understand the best way to help them. With that, we gathered information to set up online actions that would meet all their needs. It is through initiatives like this that Texbrasil brand members are able to expand their business, even with the present physical limitations ”.
Abicalçados' Commercial Promotion coordinator, Letícia Sperb Masselli, points out that Brasil Fashion Now brings Brazilian footwear closer to international buyers on a safe and convenient digital platform, “combined with proactive commercial efforts, in complete harmony with the new business models”.
To join the project, ABEST, ABIT and Abicalçados brand members must contact their association expressing interest until August 10th.
The asking price to take part in the Brasil Fashion Now project is US $ 1,600 for the six-month period. It includes, among other benefits, the development of an exclusive web page with a digital Brand Book on the BLANC Fashion platform, and a personalized and exclusive commercial effort to market the brand.
https://fashionlabelbrasil.com/wp-content/uploads/2020/11/foto_e4emy1613_brasil_fashion_now-e1606094199636.jpg611872abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2020-09-04 00:00:262020-11-23 00:27:32New Brasil Fashion Now initiative sells Brazilian fashion abroad through a digital platform
As of Tuesday (01), the first digital edition of Coterie goes online and Brazil will be present with a delegation composed of 28 brands, among clothing and accessories companies.
It has never been easier to get in touch with the best of the Brazilian fashion. This year, buyers from around the world have access to the hottest spring/summer collections in the market on the special page of the Brazilian pavilion (here).
The participation of the Latin American country takes place thanks to the support of Texbrasil, Fashion Label Brasil and Precious Brazil — internationalization programs carried out through partnerships between Apex-Brasil (Brazilian Trade and Investment Promotion Agency) and Abit (Brazilian Textile and Apparel Industry Association), ABEST (Brazilian Association of Designers) and IBGM (Brazilian Gems and Precious Metals Institute), respectively.
The Brazilian bossa
According to Texbrasil executive manager, Lilian Kaddissi, Brazilian fashion exhales originality, and many of our creations are inspired by diversity: “We have creative and authentic designs, with exclusive prints and colors that reflect our cool lifestyle. Coterie’s buyers will be able to check a little bit of this Brazilianness that composes our fashion in the collections exhibited by the companies of our delegation. They are multicultural pieces, made with innovative materials and original designs,” says Lilian Kaddissi.
Brazilian brands are concerned with sustainability and continue to advance through actions and technologies that reduce the environmental impact in their production. Moreover, Brazil is currently a technological hub, with companies working hard to create solutions that reduce damage to the environment.
“Coterie is an important tradeshow for the promotion of Brazilian fashion in the American market and our participation in the event only reinforces the creativity potential of our designers in this unique moment. More than an alternative, digital will be a reality and it’s very positive to see events that we respect moving in this direction,” explains Alberto Hiar, president of ABEST.
“Virtual events offer new business opportunities for national brands and the Precious Brazil project supports and encourages Brazilian brands to participate in these highly expressive actions worldwide in order to maintain their presence abroad,” explains Clarissa Maciel, manager of Precious Brazil.
In the Brazilian pavilion, the exhibiting brands are divided in four themes: beach fashion and activewear, casual fashion, children fashion, accessories.
Among the beachwear companies are Adriana Degreas, B Luca, La Sìrene, MOS Beachwear, Serpentina, Yukio, Rio de Sol and Dalai. In the casual fashion are included Ampersand Heart, Andrea Bogosian, Andreza Chagas, Daniella Martins, Iorane, Lança Perfume, Leafy, Maria Pavan, Paola Bernardi and Raissa. The accessory brands are Camila Vieira, Eneida França, Flex Jewel, Gissa Bicalho, Lavish, Lis Fiaschi, Matri, Ryzi, SERPUI and Nádia Gimenes.
Access the country page at Coterie and let yourself be surprised by all the Brazilian summer bossa: https://www.coteriefashionevents.com/en/digital-trade-event/about.html.
https://fashionlabelbrasil.com/wp-content/uploads/2020/11/foto_yq3ey0754_coterie_digital1-e1606094300262.jpg8831263abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2020-09-01 00:01:362020-11-23 07:17:04The whole Brazilian spring/summer bossa lands at Coterie
News article previously published at O Estado de S.Paulo By Fernando Scheller
Entrepreneur Oskar Metsavaht, one of the main references when it comes to the association of fashion and sustainability in Brazil and founder of Osklen brand, says that brands should embrace the sustainable cause without losing sight of the financial viability of the business. It is better to climb a mountain little by little than to try to reach the top in one shot – consequently not backing down the search for less polluting practices nor is the company forced to close its doors for good.
The concept embraced by Metsavaht is called “as sustainable as possible”, that is, a performance as sustainable as possible. He recalls the case of a prototype, years ago, of an Osklen T-shirt made from 100% organic cotton, but whose final price – even for a premium brand – was not viable for the customer. After that, Metsavaht realized that it is better to take smaller steps to achieve his goals.
“We had two options: either to discontinue the sample or to do it in another way. With a solution of 80% regular cotton and 20% organic cotton, we saw that the final sample was viable ”, remembers Metsavaht. “The important thing is to be transparent: it is about the customer looking and having the proper information about the textile fiber content of that piece.”
Osklen’s sustainable approach began in 1998, following a partnership with Embrapa (The Brazilian Agricultural Research Corporation) to grow organic cotton. Since then, the company has evolved its production chain to work with a variety of raw materials and alternative processes – such as textiles made from recycled PET bottles, fish scale “leather” and the development of natural dyes – and the brand has received several international recognitions for this work.
Although Osklen was sold to the Alpargatas group – which also owns the Havaianas sandals label-, Metsavaht continues to act as the brand’s creative director. He not only gives guidance on the latest fashion trends, but also continues to touch on projects to expand the company’s sustainable footprint.
Brazil + France
Transparency is also the name of the game for French brand Veja – which is known in Brazil as Vert. The company- a success among young hipsters in Europe- has outsourced its entire production chain in Brazil. Its cotton use is organic, grown in the Northeast, and the rubber is extracted sustainably in the Amazon rainforest. “But that does not mean that we are perfect. And we make it very clear ”, says Beto Bina, manager of production chains and brand innovation.
In addition to looking closely at its production chain, Veja is also careful that its sales success does not end up having an inadequate impact on the environment. “The company’s growth was very organic, it was never leveraged by outside investors or put money into marketing to bring consumers artificially,” he says. “We will never work with paid advertising.”
The concept also extends to the issue of governance and the treatment of employees. The fact that Brazil has strong labor laws influenced the choice of Veja for the country. “This would be way more difficult to do in China or India, for example,” explains Bina.
https://fashionlabelbrasil.com/wp-content/uploads/2020/11/foto_qdfmz4251_bb18vww5-e1606094450732.jpg531759abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2020-09-01 00:00:002020-11-23 07:14:42Osklen, Veja and the ‘achievable’ sustainability
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