This area of the industry is where Brazil is truly innovating, says legendary Sao Paolo fashion consultant and journalist Paula Martins
Although Brazil is a country of considerable proportions, with a very diversified culture, we still carry the stigma of a place where news can emerge with a slight delay.
However, when it comes to fashion, this couldn’t be any more different. In the past, the fashion market only imported ideas and manners from abroad but now we export culture and behaviour. In saying that, in many areas of the Brazilian economy we are still far from being considered trend setters. There are some isolated cases, but not enough considering the lengths of our land.
There are many reasons which explain, or even justify this situation. Looking back through our history, Brazil is a country that suffered exploitation and for a long time was a colony ruled by the – then called – “mother land” (in this case, Portugal), which ordered and controlled its development.
As a result, Brazil couldn’t culturally, socially and economically progress. This reflects upon us to this very day and is a very complicated paradigm to be broken, since it’s part of our education and collective unconscious.
Everything takes longer to get here, but on the other hand, when it does it’s like we have urgency – a feeling of catching up – and this becomes something positive in the whole process. Society mobilises itself and quickly what was seen from afar must be implemented immediately, right now. Brazil is a new country, and so we act as children, expressing joy for exploring the unknown, trying and creating without restrictions. Then, this is a great place to live in, unique and full of hope.
Eco-friendly fashion is already a reality to us. The garment industry has mobilised to ensure all the processes – from fabric development to the end product – have favourable characteristics to our planet, respecting human beings and their basic needs. Events such as ECOERA (project presentations from brands which are already environmentally conscious) have become a reality to us.
The FLUX group, in which I take part and that’s also connected to WGSN, has been tirelessly discussing the feasibility of such processes being implemented in Brazil, always using a very motivating “positive agenda”. We also have brands like DAMYLLER (purely Brazilian) which creates denim items with a completely sustainable production chain, and admirable example. This is just the beginning, but already quite promising in our economy as a whole. I write this full of motivation and I’m certain we’ll get there.
Like what you just read? Check out Paula’s website here.
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