Our Voice in the World

Fashion Label Brasil’s Podcast in English Makes Our Fashion World More Accessible to Foreign Audiences

The 8th episode of the Fashion Label Brasil Podcast is now live, featuring Brazilian brands Maria Sanz, Vanda Jacintho, Serpui Marie, and Ventura Eyewear. With eight episodes, we have already reached a total of 30 participating Brazilian brands, bringing information in English to be heard—and seen—around the world.

The podcast culture provides the perfect platform to literally spread the voice of Brazilian fashion beyond South America. It wouldn’t have the same impact in Portuguese. The target audience of the Fashion Label Brasil podcast is international listeners.

We spoke with journalist Alexandra Farah, the podcast’s host, about the importance of using this type of media.

In your view, what is the significance of an English-language podcast about Brazil? Where can we reach?

English remains our global language. We need to communicate what we have. As Carnival approaches, I remember the phrase: “Who doesn’t communicate, gets left behind” (a saying by Chacrinha, an iconic Brazilian TV personality of the 20th century). Fashion is still very Eurocentric, and Brazil goes in and out of fashion. That’s why we need to maintain strong, systematic communication to show that we have a serious fashion industry with responsible professionals working here, with design, and we need to communicate that. Today, podcasts provide deeper communication than social media and reach people who are truly interested.

When we talk about Brazilian fashion, what aspects do you think should be highlighted to add value to our market?

What impresses me most about this work with Abest is how close these brands are to nature. It’s in their DNA, in their research, and this process needs to be valued. The biggest issue in the fashion industry, not just in Brazil, is the lack of transparency and traceability in production. Traditional capitalism has always alienated people from the origins of production processes. In Brazil, we have a wide variety of brands and a very modern approach, with small and medium-sized brands closely connected to their seamstresses and suppliers. Their origins are diverse—some come from the Cerrado, others are near the Amazon, some have indigenous influences, etc.

In your opinion, what clichés about Brazilian fashion still persist in the international perspective?

We need to distinguish between clichés and identity. We are a people who wear fewer clothes, who are sexier, who show more skin. I don’t see this as a cliché; I see it as Brazil being defined by its solar, joyful identity. Instead of clichés, I think there are expectations. People also expect more craftsmanship. The term “handmade” is more tangible than the word sustainability because it clearly conveys the idea of non-mass production.

In the last podcast, you spoke with Maria Sanz, Serpui, Vanda Jacintho, and Ventura Eyewear. What was unique or interesting that you discovered about these brands?

This last podcast was fantastic because it featured brands that are truly prepared for the market and have experience. Some, like Maria Sanz, are young, while others, like Ventura, have an established industry. Serpui Marie has been exporting for 30 years, working with long-standing suppliers. And then there’s Vanda, one of the most sophisticated people I know! What these brands have in common is that they represent Brazil abroad in a calm and serious way. They all have a deep concern for raw materials and their relationships with suppliers and seamstresses. These are very human brands. That’s something Brazil has in abundance. They are big brands, but they maintain their identity, remaining modern, conscious, and ethical.

After so many years in the industry, what still surprises you about the world of Brazilian fashion?

I’ve been in this industry for decades, and yet, every episode has been a pleasure and a discovery. Brazilian fashion is so diverse, and Brazil is so vast. It’s been a deeply rewarding experience. Both international and local audiences are discovering Brazilian fashion alongside me. Journalism always takes such a critical approach, right? Feeling that we’re all working together for a cause might seem a bit romantic, but as you said earlier, I think it’s necessary to force ourselves to see the good side—because the good side exists. Of course, we have many challenges, but right now, it’s time to highlight our strengths.

By Juliana Lopes – Fashion Journalist & Consultant @j.u.lopes