Brazil strengthens presence at Première Vision Paris 2026
Fifteen Brazilian brands supported by Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program)—a partnership between the Brazilian Textile and Apparel Industry Association (Abit) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil)—participated in Première Vision Paris 2026, held from February 3 to 5 at the Parc des Expositions Paris Nord Villepinte.
The Brazilian group included Atelier Lucius Vilar, Atelier Natalia Rios, Balz Studio, Estúdio Rocha, Firma Colab, Innovativ, Moltec, Natural Cotton Color, Nina Galle, Nomad Studio, Nova Kaeru, Savyon, Stampa Studio, Studio Icertain, and Studio Noir. Over the three days of the event, the companies generated US$217,000 in immediate business and projected US$1.28 million in deals over the next 12 months, based on more than 530 qualified business contacts.
The presence of Brazilian fashion was also highlighted by a joint initiative with Cotton Brazil, a program carried out in partnership with ApexBrasil, the Brazilian Cotton Growers Association (Abrapa), and the National Association of Cotton Exporters (Anea) to promote Brazilian cotton abroad. The initiative aims to strengthen the connection between cotton production and the national textile industry.
The entities’ collective stand at the event showcased the concept “Brazil: from farm to fashion,” symbolizing the entire Brazilian textile chain—from cotton cultivation and yarn production, through weaving and fabric finishing, to garment design and manufacturing. The proposal highlights collaboration among the different links in the sector and the representativeness of Brazilian cotton in the international market, reinforcing Brazil’s commitment to issues valued by the European market, such as quality and traceability.
One of the highlights of the initiative was a presentation held on the first day of PV Paris by Abit’s Executive Director, Fernando Pimentel, and Marcelo Duarte, on the topic “From Farm to Fashion – A Tradition of Innovation Across the Brazilian Textile Value Chain.” The pitch took place in a restricted area for exhibitors and was also attended by visitors to the fair.
“During this year’s Première Vision, we marked our partnership with Abrapa by presenting Brazil’s integrated production chain—from farm to fashion. We surpassed US$200,000 in business, showing growth compared to the February edition of last year. Beyond immediate sales, the fair expands opportunities and strengthens relationships with clients, especially in light of the possible implementation of the European Union–Mercosur Agreement. Today, more than 80% of national cotton is certified and produced using rainwater,” highlights Fernando Pimentel, president emeritus of Abit.
“The textile industry, of which cotton is one of the main raw materials, is complex and dynamic, extending from production in the field to retail and the final consumer. It is within this ‘Farm to Fashion’ logic that we see a key competitive advantage for the sector in Brazil. The partnership between Abrapa and Abit at Première Vision Paris, with the support of ApexBrasil, represents an important step in strengthening connections with brands and retailers in Europe and other regions. Our goal is to present, transparently, the progress achieved and to strengthen dialogue with the international market,” says Marcelo Duarte.
During the event, Abit’s president Ricardo Steinbruch and European Apparel and Textile Confederation (Euratex) president Mario Jorge signed a positioning document reaffirming the support of the textile and apparel sectors of Mercosur and the European Union for the agreement between the blocs. The document, which will be sent to the European Commission, was also signed by the Federación de la Industria Textil (FITA), from Argentina, and the Asociación Industrial de Confeccionistas del Paraguay (AICP).
About Texbrasil
The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and apparel sector to develop strategies for entering the global market. Over the past 22 years, it has supported around 1,900 brands in beginning their export journeys, generating more than US$9 billion in business. The program is a partnership between Abit and ApexBrasil.
To participate in Texbrasil, companies must complete the registration form or contact the program’s Relationship team at texbrasil@abit.org.br.
About Abit
The Brazilian Textile and Apparel Industry Association (Abit), founded on February 21, 1957, is one of the most important entities among Brazil’s economic sectors. It represents the productive strength of 25,700 companies across the country, of all sizes, employing more than 1.34 million workers and generating a combined annual revenue (in 2024) of R$221 billion.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve these goals, ApexBrasil carries out a variety of trade promotion initiatives aimed at boosting exports and enhancing the value of Brazilian products and services internationally, such as trade missions, business matchmaking events, support for Brazilian companies participating in major international trade fairs, visits by foreign buyers and opinion leaders to learn about Brazil’s production structure, and other business platforms designed to strengthen the Brazil brand.
The agency also works in coordination with public and private stakeholders to attract foreign direct investment (FDI) to Brazil, focusing on sectors strategic to strengthening the competitiveness of Brazilian companies and the country.
About Cotton Brazil
Cotton Brazil is a structured and integrated international promotion program for Brazilian cotton, aimed at ensuring global recognition of the country’s cotton for its quality, sustainability, and technological standards.
Launched in 2020, the project is implemented in partnership with ApexBrasil and also receives support from Brazil’s Ministry of Agriculture and Livestock and Ministry of Foreign Affairs, as well as from the National Association of Cotton Exporters (Anea).
About Abrapa
The Brazilian Cotton Growers Association (Abrapa) represents 99% of the planted area, 99% of production, and 100% of cotton exports in Brazil. The organization operates both domestically and internationally, promoting Brazilian cotton as a high-quality, traceable, and sustainable product.