Brazilian fashion comes to China under the Brasil Beyond concept

From November 17 to 20, the city of Shanghai, China, will welcome 20 Brazilian brands to take part in the Discover the Brazilian Originality Beyond Trends initiative, promoted by Apex-Brasil (Brazilian Trade and Investment Promotion Agency) in partnership with Abest, Abit, through the Texbrasil Program, and Abicalcados. Among the labels coming to the Asian country are Apartamento 03, Helen Rodel, GIG, Lucas Nascimento, Patricia Bonaldi, Patricia Motta, Cecilia Prado, Lili Sampedro, Blue Bird, Debora Mangabeira, Marcelo Quadros, Wasabi, Bibi Democrata, Jorge Bischoff, Sapatoterapia, Amazonas, Dumond, Capodarte and Lilly’s Closet.

After it was shown to the public in Miami and Paris, the Brasil Beyond concept is arriving in Asia, with the goal of showing that Brazilian fashion goes beyond expectations and is inspired by art, music and cuisine, representing the plural culture of a continental country. The initiative in Shanghai will be comprised of workshops with specialists to introduce the fashion industry in China, technical visits led by the country’s top multibrand companies, business talks, an image positioning event and an editorial with the brands.

The country was chosen based on its potential to the industry. “China is the Brazil’s biggest trade partner in the world and is the destination for exports in various Brazilian industries. Along with this, there is a growing scenario of international brands in the fashion segment to meet the demand of the high-standard Chinese market,” says Rafael Prado, Executive Manager of Image and Access to Markets at Apex-Brasil.

The Chinese fashion market is already the second biggest and one of the fastest growing in the world.It has been driven by stunning economic growth in recent decades. “Demand by Chinese consumers for clothing is growing – not just in quantity, but in quality, design, style and functionality,” he adds.