Showing of Brazilian designers brings together fashion professionals

The eight brands taking part in the Ponto Zero Showcase – Helen Rödel, Der Metropol, Gralias, Cynthia Hayashi, Trendt, Karin Feller, Gabriela Sakate and Spirodiro – showed their S/S 2014 collections at an event that brought together the city’s fashion professionals, artists and opinion makers at The Laundry, a space on London’s east side.

The event is part of the international initiatives of the Ponto Zero Showcase, an incubator to train and develop new talent in fashion. The project is developed by Texbrasil (Brazilian Fashion Industry Export Program, a Program developed by Abit in partnership with the Brazilian Trade and Investment Promotion Agency, Apex-Brasil), along with Mercado Mundo Mix and Casa de Criadores.

“We looked for a format that was a match for the designers’ profile – young professionals doing innovative work. That was how we decided to mix the showing, with a presentation and fashion show in an area where the city’s top trendsetters are found,” says Evilásio Miranda, Manager of the Texbrasil Fashion and Design Center. “The decision not to do a traditional fashion show was strategic for the labels to achieve more personalized contact with these people, introducing their products to each interested party,” says Beto Lago, the creator of Mercado Mundo Mix.

Next up on the agenda for Ponto Zero in Europe, today the designers will start showing at Who’s Next Prêt-à-Porter Paris.