On the fashion radar: Brazil


Luxury fashion houses Stella McCartney and Versace will this week launch collections in two Brazil based department stores. Despite an economic downturn, Brazil is fast becoming a country full of consumers hungry for top brands.

McCartney is launching her second collection, this time just for Brazil, for international chain C&A, while Versace has designed an exclusive collection for Brazilian store Riachuelo, which has more than 220 stores and over 20 million clients. Brazilian Victoria‘s Secret supermodel Adriana Lima is fronting the ad campaign.

The launches are the latest in a series of similar high-low collaborations in fashion and come during Sao Paulo Fashion Week, the largest event of its kind in Latin America.

“These collaborations with C&A and Riachuelo show the maturity and the marketing power of Brazilian fashion – its importance, scope and strength” said Paulo Borges, founder and Artistic Director of Sao Paulo Fashion Week.

“‘Fast fashion‘ is a process which allows a greater number of consumers to satisfy their fashion desires” he said, referring to the trend which sees designs in stores not long after they are seen on the runway.

Brazil is 10 years behind in terms of consumption, as compared with international markets. It will continue to buy a lot more” Borges predicted.

Over the past decade, Brazil has undergone deep social transformation and, as a result, has become an attractive destination for top international fashion and beauty brands. Shopping centres are now popping up at a fast rate.

Luxury labels including Chanel, Gucci, Dolce & Gabbana, Prada, Tiffany and Valentino can all be found in this country of around 202 million people, both in large cities like Sao Paulo and Rio de Janeiro, and in smaller cities in the north east like Fortaleza and Recife.