20 Brazilian brands come to the Luisa Via Roma boutique in Florence

Last weekend, the 9th edition of Firenze4Ever – a preview for trendsetters and the press that the Luisa Via Roma store holds with each new collection – was held in Florence.This time, the event’s theme was “Brazil, art and fashion,” based on a partnership between the store and Texbrasil (Brazilian Fashion Industry Internationalization Program, promoted by Abit in partnership with Apex-Brasil).

The preview kicked off sales for 20 Brazilian creations at the European boutique, at both its brick and mortar headquarters in Florence and at its online store – one of the most unique on the internet.Among the labels, ten are Texbrasil members:Pedro Lourenco, Adriana Degreas/Bain Couture, PatBo, Trendt, Scarf Me, Der Metropol, Janiero, Fabiana Milazzo, Lucas Magalhaes and Helen Rodel.

Luisa Via Roma also has an e-commerce platform that reaches over 120 countries, with 50 locations receiving free delivery.This range will bring notoriety to the Brazilian labels that have yet to cross the Atlantic.Texbrasil also invited three Brazilian media channels to cover the event:Bandnews (Ale Farah), FFW (Marcela Duarte) and Elle (Eliana Sanches).

According to the Program’s Fashion and Design Manager, Evilasio Miranda, this is not the first partnership with a major international chain, but is one of the longest lasting and most relevant.”We have had several experiences with major international stores, such as Le Bon Marche and Macy’s, but we have never had such a strong online partnership.Luisa Via Roma’s virtual relevance is what most attracted us.We also did not want to be part of paid marketing, but rather wanted to build a long-term partnership,” he says.