Texbrasil brings buyers and journalists to FIFA 2014 World Cup™

The FIFA 2014 World Cup™ generated major visibility for Brazil and brought millions of foreigners to the country.Through the Apex-Brasil(Brazilian Trade and Investment Promotion Agency) World Cup Project, Texbrasil (Brazilian Fashion Industry Internationalization Program, executed in partnership with Abit) collaborated to increasing business generated while publicizing national fashion.

Colombia’s Sergio Olaya, from the El Tiempo newspaper, and Juan Fernando Jimenez, from the Leonisa network were at the semifinal match played between Brazil and Germany at Mineirao, in Belo Horizonte, along with American Neit Ojeda, from So Sexy Store in Miami. The journalist learned about the production of various Minas Gerais brands.At the Vivaz factory, he was fascinated with the diversity of materials used, highlighting the levity of garments made by Patricia Motta, who uses leather in her collections while still maintaining delicateness.”I was also impressed with Aua, a brand that goes beyond fashion and explores the history, the culture and all of the beauty Brazil,” he said.

The editor of French newspaper Le Figaro, Godfrey Deeny, watched the German squad raise the Cup at Maracana stadium, in the company of the CEOs of Abit, Rafael Cervone; Luisa Via Roma (Italy), Andrea Panconesi; and Le Bon Marche (France), Patrice Wagner.

In addition to learning about national brands, like Blue Man, the opinion maker provided interviews on fashion and football, his specialty, to Harper’s Bazaar magazine and the FFW website.”Brazil is a reference for ‘fresh’ fashion and has a lot of potential.I see a bright future for the likes of Pedro Lourenco,” says Godfrey, who also considered SPFW to be one of the world’s five most important fashion weeks.

Andrea Panconesi also had meetings scheduled with the Brazilian press, talking to journalist Heloisa Tolipan and with columnist Heloisa Marra from O Globo newspaper.The most discussed topic was the initiative that the store is carrying out in partnership with Texbrasil, to publicize Brazilian fashion at its online store and its brick and mortar store in Florence.”We want this initiative to consolidate and bear fruit in the long term,” he said.

At previous matches, the program had welcomed buyers Antonela Versace, from Valleydez Boutique (United Arab Emirates), Carmen Alonso, from Chile’s Praiazul, and Nathalie Baarkle, from Palacio Hierro (Mexico), in addition Tiffanie Darke, the editor of the Style magazine, part of Britain’s Sunday Times.As a result, Britain’s Sunday magazine published an exclusive editorial with Brazilian labels such as GIG, Andrea Marques, Blue Man, Trendt, Gabriela Sakate, Patricia Bonaldi and Adriana Degreas.The editor also dedicated special mentions inside the magazine to these last two designers.