Texbrasil brands come to one of the world’s most important online stores

In June, Luisa Via Roma will be given a more tropical and handmade feel with the arrival of over 20 Brazilian brands to its racks.The European boutique will sell Brazilian creations at its brick and mortar headquarters in Florence and at its online store – one of the most unique on the internet. The initiative was led by Texbrasil (Brazilian Fashion Industry Internationalization Program, promoted by Abit in partnership with Apex-Brasil) and, among the labels going on sale, ten are Program members:Pedro Lourenco, Adriana Degreas and her Bain Couture line, PatBo, Trendt, Scarf Me, Helen Rodel, Fabiana Milazzo, Der Metropol, Janiero and Lucas Magalhaes.

To kick off the action, from June 13 to 15, Firenze4Ever – a preview for trendsetters and the press that the store holds for each collection – will be held with the theme “Brazil.”Another highlight of this edition is its social aspect.Brazilian and foreign fashion designers will customize the Brazuca series of balls, donated by Adidas, with proceeds from all sales going to Fundacao Gol de Letra.

Luisa Via Roma also has an e-commerce platform that reaches over 120 countries, with 50 locations receiving free delivery.The chain’s CEO, Andrea Panconesi, believes that this range will bring notoriety to the Brazilian labels that have yet to cross the Atlantic.”We hope to cast a new light on the labels and offer them the chance for international recognition.I am impressed by the passion and movement of the new designers that want to go beyond their own market,” he says. Panconesi also points to what motivated the store to turn to South America a change of pace.”At Luisa Via Roma, we are always looking for new talent.This season, we chose Brazil because it is a major reference in South America in terms of the arts and culture,” he explains.

The executive was in Brazil from May 19 to 21 at the invitation of the Program to discuss this partnership with the Brazilian press.He met with fashion editors – such as Gloria Kalil, Lilian Pacce, Silvan Justin (Harper’s Bazaar), Daniela Falcao (Vogue) and Susana Barbosa (Elle) – and was honored at a special dinner organized by Vogue, Texbrasil and Gloria Coelho at Coelho’s home.

According to Texbrasil’s Fashion and Design Manager, Evilasio Miranda, this is not the first partnership with a major international chain, but is one of the longest lasting and most relevant.”We have had several experiences with major international stores, such as Le Bon Marche and Macy’s, but we have never had such a strong online partnership.Luisa Via Roma’s virtual relevance is what most attracted us.We also did not want to be part of paid marketing, but rather wanted to build a long-term partnership,” he says.

Rafael Cervone, the CEO of Abit, sees this action as a watershed for many new talents.”Having products for sale at a store of major international import like Luisa Via Roma, with a major event honoring Brazil as the backdrop, is very important to the labels and to Brazilian fashion as a whole, in several respects.The visibility in such a traditional and strategic market, more than the short term revenues, is the main aspect,” he says.