Brazilian brands take part in Who’s Next and Bijorhca shows in Paris

The city of Paris is welcoming a group of 14 Brazilian brands from September 6 to 9 for the Who’s Next and Bijorhca shows. This initiative is being supported by Fashion Label Brasil and Texbrasil, internationalization programs run by Abest and Abit, in partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency).

The Fashion Label Brasil brands taking part in Who’s Next (Augusta, Batiche, Cecília Prado, DOTZ, Flavia Aranha, Florita, Larissa Minatto, Lenny Niemeyer and Soleah) and Texbrasil (Natural Cotton Color, Despi, Maria Pavan, Marie Mercié and Rio de Sol).

For the first time, the event’s organizers highlighted the theme of sustainability, by bringing in IMPACT, a collective of sustainable fashion brands and designers. There will be daily workshops in this area and platforms, such as SloWeAre, Fashion Green Days and Ulele. The first of these joins conscientious brands, sustainable events, positive initiatives and practical advice, while the second is a forum promoting the principles of the circular economy to the entire fashion industry. While Ulule is a crowdfunding platform, allowing creative, innovative and sustainable projects to raise money, test out their concepts and create a community.

Designer Flavia Aranha, who runs her eponymous brand, is a reference in sustainable fashion in Brazil and has gained space in the international market with her manual printing techniques. “The European market is quite enthusiastic about this topic. I think that sustainability needs to be inherent to design and the product, and it should be the matrix for all companies in the future. So I think this “sustainable fashion” phase should pass in a few years, with the buyer looking in an integrated manner at all of their choices and not just one niche,” says Flavia.

“Taking part in Who’s Next will be a chance to better understand the French and European market in general, while also leveraging our internationalization, which started last year with the opening of the store at Casa Pau Brasil,” says the designer.

According to Paulo Lourenço Bartholomei, President of ABEST, the city of Paris has been strategic for positioning Brazilian fashion abroad. “The highlight of the event for the theme of sustainability shows us an excellent chance to show everything Brazil has done in this sense, joining design with best socio-environmental practices,” he says.

According to Lilian Kadissi, Executive Manager of Texbrasil, the Brazilian delegation at the show will represent the country well. “Our team is strong and is bringing high value-added products. We’ll surely make the most of business opportunities at the Who’s Next platform, which is visited by excellent buyers from the European market,” she says.

While at Bijorhca, a show dedicated to costume jewelry, jewelry, watches and accessories, the Fashion Label Brasil brands Gissa Bicalho and Lavish will show their collections.