Camila Cabello wears PatBO to the MTV Video Music Awards
Singer Camila Cabello wore a gown by Brazilian brand PatBO during her performance at the MTV Video Music Awards, one of the biggest music awards shows in North America, capturing international media attention. PatBO is a member of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program), the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Brazilian Trade and Investment Promotion Agency).
The appearance of the songstress and actress was the result of an image action designed by the brand’s public relations agency in the United States along with Camila’s style team.
The dress was custom-made and featured a mix of elements characteristic of the creations made by Patricia Bonaldi, the designer and creator behind PatBO: embroidery from head to toe and Swarovski crystal appliqués.
“Seeing Cabello wearing our look not only made me enormously proud, bust also shows how Brazilian creations are highly recognized around the world. I’ve always believed in how important it is for us to raise our country’s flag and extol that every PatBO piece is Made in Brazil,” says Minas Gerais-based designer Patricia Bonaldi.
The brand’s CEO also explains that she thinks the takeaway from this action is the certainty that her creations are internationally valued and recognized.
Serving the North American market
The PatBO style team is always aligned with its American team to understand customer feedback and meet foreign market needs. One adaptation regards the shape of items, which are filled with cutouts in Brazil. Dresses end up losing their slits and low necklines for sale to North American women.
“Right now, when we are reaching new heights abroad, we are working with a focus on being able to serve a variety of consumer profiles while still maintaining our essence,” Patricia explains. The designer also points out that she believes the recipe for the brand’s success abroad is a mix of fabrics and shapes.