Lança Perfume launches winter collection 2021 following global trend

In a bucolic setting, Lança Perfume presented its winter collection 2021 at the beginning of September. The models’ fashion show was streamed by Elle Brasil Magazine, through its Instagram.

The brand, which is part 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) –, chose to anticipate the winter launch, considering global trends.

“Major brands are committed to presenting their trends before they reach stores,” says Camila Rodrigues, the brand’s foreign trade manager. The collection is betting on the contrast between bohemian and romantic, with strong references to western, vintage and boho.

The launch also includes jeanswear inspired by the 1970s and synthetic leather, as well as hand-made pieces, knitting and tailoring.

Choosing Elle as a partner to promote the collection was also a strategy to connect virtually with the brand’s audience. “We wanted to inspire people and talk about our dream. For the next year, we wish to be back in our world. And so, inspire people. That is when we connected with Elle, who has been covering the same needs”, explains the executive.

Global launch

The idea of launching the winter collection now, as highlighted by Camila, is in line with the global market. The brand is participating in the digital edition of Coterie where, in addition to presenting its high summer 2021 catalog, it is also promoting the new collection.

The launch is also already present in the virtual showroom, which serves retailers in more than 14 countries. “Next week it will also be available in physical showrooms in Paraguay, Portugal and the United States,” explains Camila.

Despite not having its own stores outside the country yet, the brand operates in several regions, such as Spain, Portugal, Paraguay, and the USA, through multi-brand stores. “We still have the challenge of expanding wholesale operations to other European countries, such as Italy, France, Belgium and, here on our continent, to Colombia”, explains the executive.

Nonstop

Lança Perfume did not stop in the quarantine and, after 35 days since the social distancing was established, launched a virtual showroom. In addition to betting on online content, the company created the “Buy Local” movement, directing online sales to multi-brand networks according to the region of the orders.

Another bet for the period was the creation of the “Easy” collection, with clothes to use at home. The line, with sweatshirts and comfortable pieces, has the purpose of encouraging women to feel good, without losing the desire to get ready during the pandemic.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and apparel sector developing strategies to conquer the global market. Over 20 years, it has helped around 1600 brands to enter the export trail, making USD 9 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Export and Investment Promotion Agency (Apex-Brasil).