Lucas Magalhães: “Brazilian fashion grew because we are no longer afraid of accepting ourselves”

Having recently left the Nohda Group, after four years under the umbrella of Patricia Bonaldi, Lucas Magalhães is entering a new phase in his career, where freedom to create is the rule. His eponymous brand, which has just joined 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 Trade and Investment Promotion Agency) – is in a phase of experimenting with fibers, prints and partners: there have already been collaborations with FM86 on shirts, with Lucchetto on bags, and with Nuu Shoes on footwear.

The designer from Minas Gerais, a rising star who has established his place over the years, spoke to Texbrasil about his vision of the moment in which Brazilian fashion finds itself. According to Lucas, “we are now seeing our truths; we no longer try to create by looking outward.”He also spoke about his new business model, which is based on cooperation. With On Mode, a travelling pop-up store, Lucas is bringing his products and partner brands such as Notequal, Fe-lis, Virgilio Couture and Molett, to cities across the nation.

See our chat with the fashion designer below.

What do you think about the current situation in Brazilian fashion?

Today, we are original and I think the world has increasingly looked to us because of this authenticity. The truth is that Brazilian fashion grew because we are no longer afraid of accepting ourselves, of accepting our identity.

In what sense?

We no longer use the basic icons of Brazilian-ness as a crutch. In my view, our fashion is more intelligent, not just when it comes to style, but in the choice of colors and raw materials. I now notice that we are seeing our truths; we no longer try to create by looking outward. New brands have this inward looking and fearless stance from the start now. And I have seen that established brands are also thinking about this, and this really helps our industry to grow.

You were once an “up and comer,” a rising star, and today you are an established designer. Who do you see as up-and-coming talent in Brazilian fashion today?

I have seen many up and comers around me in recent years. I really believe in Lucas Barros, who works with knits (like me); he is very authentic. One brand that has caught my eye is Ca.ce.te, which does cool menswear with a very urban feel. They are concerned with the fiber, which I greatly appreciate. Another brand is Dusted, which does a more intense urban look.

How would you define Brazilian fashion today?

Creativity, color and lots of strength.

Tell us a little about this new approach to business at your brand.

My decision not to open a brick and mortar store was based a lot on the consumer. I wanted to serve more regions in Brazil, offer stories other than my own, add more. And this was where the idea of the On Mode pop-up stores came from. I turned this situation on its head: today, I go to the customer. That way, I serve all of Brazil, I publicize my image more and, with my new online store, my production is also done according to demand.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with textile and apparel industry companies to develop strategies for success in the global market. Over nearly 20 years, it has helped around 1500 brands to enter the export market, bringing in USD 3.6 billion in business. The Program is conducted by Abit in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).