Brazilian designers hold fashion show for opinion-makers in Shanghai

The Pat Bo, Patricia Bonaldi, GIG, Helen Rodel, T.Arrigoni and Patricia Motta member brands of Texbrasil (Brazilian Fashion Industry Internationalization Program, developed by Abit in partnership with Apex-Brasil) showed their collections at a dinner for 120 opinion-makers at the exclusively House of Roosevelt space in Shanghai, China. In total, 20 national apparel, accessories and footwear brands are in the Asian country until tomorrow (Nov. 20) to take part in the Discover the Brazilian Originality Beyond Trends event held by Apex-Brasil.

In addition to the show, designers Patricia Bonaldi, Patricia Motta and Gina Guerra (GIG), accessories designer Tatiana Arrigoni and Guilherme Thofehrn, the brand director for Helen Rodel, and took part in business meetings with Chinese companies. Up to now, the group has visited eight of the top local multibrand stores: Lane Crawford, Joyce, Cocktail, 10 Corso Como, Alter, NN, One of a Kind, Maria Luisa and Wo Lee. “All of them said they are open to Brazilian brands, since the Shanghai consumer is interested in what’s new and has high purchasing power. Moreover, there is a niche of customers that are ‘tired’ of the established European and North American brands,” said Adriana D’Agostini, Commercial Promotion Manager for Texbrasil, who is traveling with the group.

The goal of the initiative is to bring the Brasil Beyond concept to Asia, with the goal of showing that Brazilian fashion goes beyond expectations and is inspired by art, music and cuisine, representing the plural culture of a continental country. The country was chosen based on its potential to the industry. “China is Brazil’s biggest trade partner in the world and is the destination for exports in various Brazilian manufacturing industries,” explains Rafael Prado, Executive Manager for Image and Access to Markets at Apex-Brasil.

In addition to Abit, the initiative relied on the partnership of Abest and Abicalcados.