A Fashionable Brazilian Way of Facing the Global Meltdown

    São Paulo Fashion Week

    São Paulo Fashion Week In the corridors of Fundação Bienal, in São Paulo, in the Brazilian Southeast, where the 26th edition of the SPFW (São Paulo Fashion Week) is taking place people are saying "Crisis, what crisis?" This is one of the most repeated sentences and also one of the most common in brochures and pamphlets.

    A way of facing the economic crisis with glamour and "Brazilianess" is the theme of this season. And, inside, with 40 Brazilian brands on the runways – and foreign ones represented in the handbags, shoes and glasses, it really does seem that the global financial tie up is far from Brazilian fashion.

    This year's edition should cost 7 million Brazilian reais (US$ 3 million) – last year, investment totaled 6 million reais (US$ 2.5 million at current exchange rates).

    Outside, greater business may also be closed. At Sofitel hotel, in São Paulo, the Buyer Project, a partnership between the Brazilian Export and Investment Promotion Agency (Apex-Brasil) and the Brazilian Clothing Designers Association (Abest), brought together 25 brands to present to 31 buyers from 19 shops in countries like Kuwait, England, the United States, India, Italy and Singapore.

    In Brazil, the program of foreign buyers is to see the parades in the fashion week, to meet the exhibitors and, if they like any brand, to make direct contact with the company showroom. The results have been very positive. Last year, Brazilian fashion exported US$ 16 million, half having gone to the United States. The rest was shipped to Japan, Italy, France and also the Middle East.

    In the long line for entry into room 1 of the SPFW parades, on January 19th, the second day of the event, in São Paulo, an angry voice warned those standing around in their sunglasses and handbags: "I need to get in quickly, my husband is going to go on the runway."

    Those waiting paid little attention, after all, it was a lady in her 60s, excited, trying to know if she had entered the correct line (there were at least four) to see the parade of stylist Ronaldo Fraga, from Minas Gerais. As she was speaking non-stop, those around her tried to help, believing that it was either an excuse to cut the line or that Fraga was going to have a special entrance.

    Correct were those betting on the second option, but with much more style. Ronaldo Fraga took to the runway 27 senior citizens, over 65, and 10 children. No models. The fast and luxurious steps of Gisele Bündchen and company made way for slower, more discrete steps, but no less elegant.

    In the front line, Mrs Neguinha, a pretty lady who came straight from Montes Claros, in Minas Gerais, joyously applauded her mother, Lia, one of the 70-year-old models. The parade took much longer than the usual 10 minutes.

    And Ronaldo Fraga was widely praised, receiving a standing ovation by an overwhelmed audience, with tears in their eyes, thinking about time, the barrier that the stylist had just broken. It was on the verge of sentimentalism, with a calm soundtrack that stimulated thought, and Fraga knows how to create this situation with poetic fashion. The result filled the eyes. With joy.

    The collection was inspired on spectacle Giz, by artist and playwright ílvaro Apocalypse, who passed away in 2003. Apocalypse became widely known nationally for the creation of theatre puppets Giramundo, whose replicas, made in white fabric, were part of the scenery of Fraga's parade. The models, elderly and children, were also chosen due to Apocalypse's work.

    Giz spectacle talks about the new and the old, as written by Fraga in the items of the parade: "from the start to the end of design, all try to improve the design eternalizing the errors." And the poet-stylist once again showed his brand, the one that fashion is not simply clothes.

    And he added: "fashion with memory." Fraga has already taken to the runway the music of Bossa Nova singer Nara Leão, the poems of Carlos Drummond de Andrade and so many other themes. Always bringing together generations, telling stories.

    The SPFW parades began on Sunday (18), with the presence of top model Gisele Bündchen parading for brand Colcci, and they end on Friday 23. Heavyweight names in Brazilian fashion are still going to present their collections, among them stylist Glória Coelho, who will show her collection on the last day, as well as André Lima, Simone Nunes and Reinaldo Lourenço, among others.

    Anba

    Tags:

    • Show Comments (1)

    • falupa

      Zoolander
      This is funny, it reminds me of Derelic from Zoolander. Fashion always suffers in a tough economy. Brazil is the fashion capital of South America, though, and Brazillians are always up to date on new fashions.

    Your email address will not be published. Required fields are marked *

    comment *

    • name *

    • email *

    • website *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.

    Ads

    You May Also Like

    Wedding Gown

    What matters is that you’re going to die. I don’t know how, but you’re ...

    Brazil Import

    Brazilian Imports Grow 28%, Almost Double Exports Growth

    The Brazilian Ministry of Development, Industry and Foreign Trade disclosed this Monday, September 3, ...

    Despite 94 Deaths and 100 Buses Burned Brazil Is Not in Civil War

    Gunther Rudzit, who has a Ph.D. in political science and has worked at Brazil’s ...

    Lula and Chirac Go Beyond Protocol to Strengthen Brazil-France Ties

    Brazilian President Luiz Inácio Lula da Silva declared today in the Palais de l’Elysée ...

    Aasman from the Emirates Brazil. Picture by Sérgio Tomisaki

    Brazil-Emirates Direct: Brazilians Get Fast Access to Arab World

    The direct flight that Emirates Airline, of the United Arab Emirates, will inaugurate in ...

    Brazil’s Deadbeats Grow 13%

    In comparison with June, consumer delinquency in Brazil was down 3.7% in July, maintaining ...

    Tupinikim Indian from Brazil against Aracruz

    Against All Odds Brazilian Indians Defeat Multinational and Get Land Back

    Brazilian Indians are celebrating what they consider a historical decision, which was published August ...

    Agribusiness Exports Bring 28.6 Million to Brazil, 10% More than Last Year

    Brazilian agribusiness exports yielded US$ 4.38 billion in August, an increase in 16% in ...

    Petrobras presalt exploration

    Brazil’s Petrobras, World’s 7th Largest Firm Is Americas’ 2nd Most Profitable

    Brazil’s state-controlled oil and gas multinational Petrobras was the second most-profitable company in the ...