Texbrasil brands walk the runway at the Mode City

The S/S 2014 edition of the Mode City showroom, specializing in beachwear and lingerie, ended last Monday (July 8) in Paris. Twelve Brazilian brands and members of Texbrasil – Brazilian Fashion Industry Export Program, a Program developed by Abit in partnership with Apex-Brasil (Brazilian Trade and Investment Promotion Agency) – were at the trade show to show their collections: Blue Man, Bia Brazil, Desiree Necerssian, Eve Brasil, Kiminis, Limonada, Lisa Riedt, Feriado Nacional, Catulina, Intensify.me, Sol Fashion Brasil and Despi.

Every day, the Program supported the brands’ participation in a two-session fashion show held at Absolute Summer, the area of the trade show dedicated to celebrating summer in Paris. On a pool-shaped runway set up in an outdoor area, the Brazilian looks enchanted visitors. “I thought the show was amazing. It’s very good exposure for the label here at the trade show,” says Elisa Riedt, of Lisa Riedt.

According to the organizers, over three days the event received 15 thousand visitors from different parts of Europe, the Americas, the Middle East and Asia, who came to see products from 500 international companies. Program member companies also had the chance to network with qualified buyers and were able to close deals. “I’ve been doing this show for five years, because I think Mode City is an important meeting place for buyers from across the world. It’s important to be in attendance,” says Beatriz Dockhorn, of Bia Brazil. Notable among the main countries were France, Italy, Germany, the United Kingdom, Hong Kong, Spain, Russia, the United States, China and Belgium.