Brazilian Fashion

Brazil was never a traditional part of the international fashion industry. Fashion in Brazil was adapted to its climate and to the particular taste of its population. However, from the early 21st century this scenario began to change. To begin with, several Brazilian supermodels, such as Gisele Bundchen, Caroline Ribeiro and Fernanda Tavares, achieved international fame. At the same time fashion experts in Europe and in the United States were uncovering the innovative style, professionalism and quality of fashion design in Brazil. So began Brazil’s step onto the international fashion scene and the emergence of Brazilian fashion designers as a new force alongside the traditional hubs of London, New York, Paris and Milan.
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São Paulo has hosted annual fashion shows to exhibit the collections of major Brazilian brands and designers since the 1990s and has pioneered university courses in fashion design, leading to its position today as the main production center for contemporary Brazilian fashion. In the domestic market today Brazilian brands are competing for customers with famous international brands such as Levi´s, Guess and Calvin Klein. The printed media has helped usher this trend along by marketing local Brazilian glossy magazines that feature heavily the work of young national designers. Some of the more prominent local names on the Brazilian fashion scene are: Alexandre Herchovitch, Fause Haten, Marcelo Sommer, Lino Villaventura, Tufi Duek, Reinaldo Lourenço, Mario Queiroz, Gloria Coelho and Ronaldo Fraga.
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However, before these young designers achieved an iota of fame came the most important name in the brazilian fashion business: Dener Pamplona de Abreu. Pamplona de Abreu, from the State of Pará in northern Brazil, produced a body of work in the 1960s and 1970s that is known by some as the precursor of Brazilian Haute Couture. According to him, Brazilian fashion should be tropical, made with light fabrics and vivid colors, patterns and prints. Pamplona de Abreu opened the door for other Haute Couture names to emerge in the following decades, such as Clodovil Hernandez, Guilherme Guimarães, Markito and Ney Galvão, amongst others.
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Brazilian fashion is still growing. Trends and styles from other countries naturally have their impact on Brazilian designers but there is still an inimitable Brazilian flavor all of its own that manages to stand out as markedly Brazilian—bright colours, tropical influences, detailed beading, comfort and high quality.
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