Artsy Fashion: Is this the hottest look in Brazil?
By WGSN Insider

It combines art and style in a way that’s reminiscent of Andy Warhol’s POP ART and the trend is only going to get bigger. Legendary Sao Paolo fashion consultant and journalist Paula Martins reports

Aug 13, 2015
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Martha Medeiros
Martha Medeiros Brazilian fashion designer
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Fashion and art come together in a tight bond to create a trend that has taken over the streets and runways of the Brazilian fashion universe.

Season by season, fashion movements hardly ever happen in an isolated way. Music, art and any manifestation of daily life come as inspiration for stylists who gather from these sources to create their collections. It was in the late 1960’s, with Andy Warhol’s POP ART that this had its timely start.

The massification of art allowed for the participation of fashion, making a success of this partnership that has been appearing in both national and international fashion weeks, and which now has become relevant to an ever-growing market in Brazil.

The question is: how to adapt all this information and create clothes that inspire desire and will become trends here? That’s where every brand’s talent must understand and know – without any doubt – who their customer is, to choose which artistic characteristics will work for them.

Nowadays, the term “ARTSY” synthesizes well this partnership of art and fashion. Differently from previous approaches, now art presents itself in a literal, unrestricted, inhibited way. Prints and colors possess urban characteristics and contemporary shapes, not only in conceptual fashion, but also in casual looks for daily life.

The Brazilian cultural scene is considered fruitful in this new market. The costumes from each region and state enable brands to take advantage of local talents, showing the world Brazilian daily life through clothes.

The return to our origins, going after specific characteristics – such as the handiwork of the “rendeiras”, lace makers from the city of Fortaleza, in the State of Ceará, or such as the street art of São Paulo’s graffiti artists – solidifies the identity of Brazilian fashion, rousing the interest of national brands in their own country. Imagine this scene propagated throughout 26 states, in which each has its own talents, creating artistic material unrestrictedly, just by exercising their creativity.

Simultaneously we also have the Brazilian market recognising these works and desiring to consume national art through clothes. Men and women have grasped the need of not only following international trends, but of having in their own image an identity which can be recognized as personal and untransferable.

All that aligned to a contemporary outlook that could even be exported to other countries. Production chains like weaving and manufacturing benefit from this new era and see in a positive light this union of fashion and art in Brazil.

Like what you just read? Check out Paula’s website here.

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