International buyers do business at Minas Trend

From April 7 to 10, the city of Belo Horizonte hosted the 18^th edition of Minas Trend, an event held by Fiemg (Federation of Industries of the State of Minas Gerais) that joins fashion shows with a business showroom. With 220 exhibitors, the S/S 2017 edition welcomed over 15,000 visitors. Among those in attendance were seven journalists and 11 international buyers invited by Texbrasil, the Brazilian Fashion Industry Internationalization Program, developed by Abit in partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency). And the outcome was positive: over the next twelve months, USD 348,000 in business is expected.

Maha Misto, a buyer for Green Bird of Abu Dhabi, was in Brazil for the first time learning about new labels. Green Bird is a multibrand store selling ready-to-wear and haute couture womenswear as well as accessories with five stores in the United Arab Emirates. The retailer already sells items by Minas Gerais-based designer Fabiana Milazzo at three of its stores and Misto loved work by Victor Dzenk, Vivaz, Feriado Nacional and Leticia Manzan.

Andrea Bakulic, of Lemonaki, a Chilean beachwear store that already sells Brazilian brands like Adriana Degreas, Blue Man, Salinas Agua de Coco, Triya and Cia. Marítima, was happy to find brands that could fit into her new product portfolio, geared towards resort, casual and evening wear. “We signed partnership agreements with Victor Dzenk and Flecha D’oro and we are also interested in Maria Pavan and Leticia Manzan. We hope that it will be a success,” says the buyer.

The group of journalists included Sandra Gato (Elle – Portugal), Rosario Morabito (Vogue – Italy), Lizzy Bowring (WGSN – England), Maria Teresa Reyes (El Universal – Mexico), Ana Lucia Gutierrez (The Big Brown Eyes – Bolivia) and Carlos Prommel (Vanidades y America Economia – Bolivia). Sandra Gato, an editor with Elle who was at the event for the first time, was surprised by the versatility of Brazilian fashion: “I was surprised by the quality of the pieces and the finish of products.”

A total of 16 Texbrasil member companies took part in the business showroom. The event also featured parallel fashion shows by labels such as Viva by Vivaz, Lucas Magalhaes and Fabiana Milazzo. In addition to checking out the programming, guests had the chance to visit the GIG Couture factory, headquartered in Belo Horizonte. The Texbrasil team also discussed aspects of local culture with the guests, who visited Instituto Inhotim, the world’s largest open-air museum.

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