EMI Beachwear bets on pajamas to leverage winter sales

The Rio de Janeiro beachwear brand EMI Beachwear decided to diversify its product line. At the end of 2019, after having already diversified their product line with garments such as dresses, skirts and shirts, they decided to bet on another segment: the nightwear fashion. The brand started developing pajamas in partnership with another clothing company in Rio de Janeiro: Varal.

Created in 2016 by stylist Anna Luiza Vasconcellos, EMI was born with the desire to bring more sustainability to fashion. Since then, the company has established itself in Brazil and, four years, exports to countries in Europe and the USA with the support of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) – the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Brazilian Export and Investment Promotion Agency).

Anna Luiza Vasconcellos, designer and creator of the brand, explains that the pajamas were well received by the customers, and credits the success of the parts to its differential: “It’s not just regular pajamas, just plain, or striped. It comes with the same print as the clothes or bikinis, which are bigger, more colorful,” she explains. The solution also proved to be an efficient way of dealing with casualties in the sale of beach fashion during the winter.

Now, the designer already intends to incorporate the parts in the new collection, inspired by Morocco. Anna Luiza spent a season in the country, whose colors, prints and embroideries were reproduced in the new parts.

Besides the strong colors, Anna Luiza promises a more artisanal look in the collection, including embroidery with beads. Avoiding following trends, the designer explains that she prefers to create “from the inside out”, taking her experiences and studies to the parts.

Because of the pandemic, the brand has stopped production, and now only sells online. With this, the new collection does not have a date to debut yet, but while it does not launch the novelty, EMI has surrendered the settlements to stimulate customers to continue buying.

Sustainable footprint

Anna Luiza has painted since she was 12, and took the concept of painting to the brand, doing the drawings by hand before they were scanned. But she also wanted the company to be born sustainable, so she opted for the use of organic, or biodegradable synthetic, fabrics, which take less time to decompose after disposal.

In the last four years, she decided to take this concept outside Brazil, with the help of Texbrasil. “It happened organically. We did a showroom in Paris with Sebrae, which introduced us to Texbrasil. Since then we’ve made contacts and haven’t stopped exporting,” says Anna Luiza. Today, in addition to its national presence, EMI Beachwear is in stores in Paris, Portugal and New York.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and clothing sector developing strategies to conquer the global market. Over nearly 20 years, it has helped around 1500 brands to enter the export trail, making USD 3.6 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Export and Investment Promotion Agency (Apex-Brasil).