Brazilian companies participate in Bunka Fashion College for innovation

The birthplace of one of humanity’s richest cultures and the stage for technological innovations allied with respect for tradition, Japan was chosen by Texbrasil, the Brazilian Fashion Industry Internationalization Program, developed by Abit and Apex-Brasil (Brazilian Trade and Investment Promotion Agency), as the location to host a training course tailored to Brazilian textile and apparel industry companies, focused on innovation in design and international business. To do this, a partnership agreement was made with Bunka Fashion College, one of the most respected fashion schools in the world.

In conjunction with visits to Japanese companies and talks given by specialists from different areas, the course was held from May 11 to 22, 2015. It was aimed at introducing the main features of Japan’s fashion market to the Brazilian representatives and showing how Brazil can use these techniques to develop in terms of technology and innovation. A total of 17 brands took part in the course: Bia Brazil, Hering, Cataguases, 2 Rios, Dellas Lingerie, Fabiana Milazzo, Fakini Malhas, Gabrielab, RVB Malhas, Beira, Maria Pavan, Intensify.Me, Meias Loa, Sapeka Lingerie, Spirodiro, Trendt and Virgilio Couture.

For Matheus Fagundes, Vice President of 2 Rios, the visit to the Anrealage brand’s studio was one of the biggest highlights. “During the entire stay here in Japan, we were able to carefully assess what the locations have in the production process, their concern with details and how the people in the workplace have a positive impact on the final product. Visiting the studio of designer Kunihiko Morinaga inspired me to think a bit outside of reality, to develop different ways of creating and establishing a strong DNA,” he says. Morinaga is looking to create clothes under the concept of “God is in the details,” an idea that is part of Shinto culture and was discussed during the Japanese Cultural Tradition and Fashion Design talk given at Bunka by professor Kushigemachi. The designer is also known for clothes made of fabrics that change color according to the intensity of light.

Priscila Gomide, of Intensify.me, pointed out that the issue of technology is extremely present in the Japanese creative process. “I was able to understand how the Japanese market works and noticed how the focus on innovation is found in every sector in the chain. I am very interested in entering this market and, with this trip, I was able to make contacts with a lingerie representative from Isetan, one of Japan’s largest retail chains. What really interested me in the programming was the body measurements scanner, located in the Digital Human Research Center (DHRC).” The AIST DHRC is engaged with development and application of fundamental technologies to serve humans, such as computer models of human functions that allow for measurement, analysis, simulation and prediction of human functions. Bunka has a research lab specializing in body structure and functionalities, directed by professor Yumiko Ito, who gave a talk on the Relation Between Body Function and Apparel to course participants. Ito highlighted companies’ concern with developing clothes that adapt to the body’s movements, considering the anatomy of the Japanese people.

Another two major challenges in the program were the visit to the Toyota Museum in Nagoya, which shows the evolution of the cotton spinning process through 90 different machines, and a visit to the OJI company, famous for developing a paper-based fiber that is light, sustainable and waterproof. “This agenda is part of the activities in the cooperation agreement we signed with Japan three years ago, aimed at stimulating innovation and design at Brazilian companies. In addition, because the Japanese people are very open to new designers, Japan is one of Texbrasil’s activation markets, where there is an intention to build close relations with institutions, companies and representatives to publicize and promote Brazilian fashion overseas,” says Rafael Cervone, Abit CEO.

In 2012, two Bunka Fashion College representatives came to Brazil to learn about the country’s textile production. Yoshio Kakishima, the director of international programs, and Keiko Togashi, a professor, visited institutions important to the fashion industry in Sao Paulo and Rio de Janeiro. In February 2014, Texbrasil promoted an innovation mission to Asia, with the Bunka Fashion College being one of the group’s destinations. In May of that same year, the institution’s dean, Sanae Kosugi, came to the country for a week of meetings and talks aimed at exchanging information and strengthening the Brazil-Japan partnership.

Because its public is very receptive to new designers, Japan is one of Texbrasil’s activation markets, where there is an intention to build close relations with institutions, companies and representatives to publicize and promote Brazilian fashion overseas.