Launch of Brazilian pop-up store shakes up the French Riviera

It was all anyone talked about last Saturday (June 27) on the French Riviera. It was late afternoon, with the best possible scenario: Juan-Les-Pins, a beach located near Cannes and Nice, famous destinations that attract jet-setters from across the world during Europe’s summer. The occasion? An event to launch the Brazilian Bikini Shop, a pop-up store with the best of Brazilian beachwear for the sands of the Mediterranean Sea and an initiative between the Brazilian Trade and Investment Promotion Agency (Apex-Brasil), the Brazilian Association of Fashion Designers (ABEST), through the Fashion Label Brasil fashion export program, and the Brazilian Association of the Textile and Apparel Industry (ABIT), through the Texbrasil internationalization program.

Done in partnership with the Brazilian Bikini Shop online store, known for selling around 50 Brazilian brands with a focus on the European and North American markets, the store has been up and running since June 10, but last Saturday was chosen as the official launch day to coincide with the Cannes Lions International Festival of Creativity.

A total of 16 brands are at the store: Blue Man, Cyann, Despi, Kiminis, La Playa, Limonada, Lua Morena, Maryssil, Mar Rio and Sauipe Swimwear (Texbrasil Program members) and Agua de Coco, Cecilia Prado Mare, Lenny Niemeyer, Salinas, Triya and Vix Swimwear (Fashion Label Brasil Program members).

Accompanying the event up-close and taking a look at the best in Brazilian beachwear were four international bloggers who were invited to the event: the portuguese Ana Garcia Martins (A Pipoca Mais Doce) and Margarida Marques de Almeida (Style it Up) and the french Camille Benaroche (Camille et les Garçons) and Clementine Drion (Paris Grenoble) and. They did editorials using the items, which will be published on their blogs and social networks.

There was plenty of praise for the Brazilian creations. “I loved everything I saw at the Brazilian Bikini Shop, from the items to the store, which is purely charming,” says Margarida. “The best part of the trip was seeing a little more of Brazilian culture and being able to wear such rich and unique pieces,” says Clementine. Finally, Camille said that: “we had time to discover the Brazilian universe and see that what is made in the country is beautiful and high-level.”

Priscila Lago, of the Blue Man brand, travelled to the store just for the inauguration. “Not only was everything very well organized, it was a democratic event, since all of the labels had the same degree of exposure, regardless of size. I would note the concern with publicizing the pop-up store on the biggest communications channels and on opinion-shaping blogs. This will surely garner great results for Brazilian fashion,” she says.

For Rafael Cervone, the CEO of Abit, the store is a success. “The summer has barely started in Europe and we are seeing huge movement in sales. Brazilian bikinis are really a coveted object. And the scenario will only tend to improve, with the height of the season in July and August,” he adds.

The store will be open on Juan-Les-Pins until September 10.
Address: 1, Boulevard Baudoin

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