Takeaway couture
Even before the models in towering heels and slinky little numbers had left the catwalk audience members were out of their seats and frantically elbowing their way towards a pop-up boutique set up at the top of the runway.
Just minutes after the conclusion of an extravagant show unveiling a capsule collection by Versace for Brazilian fast-fashion retailer Riachuelo, the cash registers were hopping.
Despite its sputtering economy, Brazil continues to be a prized target market for international fashion brands, as witnessed during the Sao Paulo fashion week’s fall and winter 2015 shows.
Versace’s collection for Riachuelo – which includes pencil skirts and sexed-up gowns in the Italian house’s iconic leopard and nautical prints at prices ranging from R200 to around R2 000 – wasn’t the only high-profile collaboration unveiled. Stella McCartney also presented her second capsule collection with C&A, made up of boxy-cut blouses and pants in fluid fabrics that riffed on the romantic, androgynous look that has become the trademark of the London-based brand.
At a news conference in Sao Paulo, McCartney told journalists it was in part the enthusiastic response in fashion-crazy Brazil to her first collaboration with C&A that prompted her to roll out another collection with the German retailer, sold exclusively in Brazil.
“Brazilian women are cool and sexy but they’re also aware” as consumers, McCartney said. “I’d say they’re at the forefront of fashion.”
In this era of instant gratification where brands are desperate to cash in on the excitement g generated byy lavish runway shows, Versace’s catwalk pop-up boutique might emerge as a new trend.
After designer Donatella Versace emerged on the catwalk
Brazilian women are cool and sexy, but they’re also aware as consumers. I’d say they’re at the forefront of fashion
Stella McCartney
to take a bow, flanked by two tattoo-covered hunks in campy sailor costumes worthy of the Village People, a giant neon sign reading “open” lit up, and frantic audience members made a mad dash for the racks hung with the second-skin minidresses and legging-tight jeans like those worn by the models just minutes earlier. Lines immediately formed at half a dozen tills set up for the occasion.
Despite such over-the-top attempts by foreign brands to try to break into the Brazilian market, the country’s garment sector continues to be dominated by home-grown labels.
Several dozen of Brazil’s best known brands fielded winter 2015 collections at Sao Paulo fashion week – a fiveday day extrava extravaganza that has
em emerged as Latin Am America’s premier
fashion event. BrazilBra used to hold competing fashion weeks in both Sa Sao Paulo and its beachsidebeachsid neighbor Rio de Janeiro, b but starting this season the fall and winter shows in Rio have been scrapped.scrap Some Rio labelslab migrated to SaoS Paulo, while otherso will continue t to show in
Rio, but only for the spring and summer
seasons.