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South American Fashion With Brazilian Flare Takes the World Stage

Thursday 28th of August 2008 01:58:03 PM

The fashion world eyes are on South America as the industry grows steadily while gaining worldwide recognition. Fashion used to be a concept that was limited to the most well known design houses, but that is changing as countries like Brazil become trendsetters.

Brazil has a growing reputation around the world for creating unique and creative fashion designs that Europeans and Americans are embracing. That’s not a surprise when you consider Brazil is the birthplace of the saucy samba and fast action football. Though Brazil fashion images in the past have tended more to bikini-waxed beauties in skimpy swimsuits, the fashion designers are proving to the world there’s a lot more to their concepts.

“The fashion world is getting bigger – everyone is interested in Brazil, and Russia and India. The new markets are very open to innovative ideas…..” said Emma Elwick. Elwick is the marketing editor of Vogue magazine. She indicated that Brazil is the country that is spearheading new fashion ideas that are exciting fashion designers, retailers and consumers everywhere.

In the June 2008 AT Kearney Global Retail Development Index, it was reported the Brazilian clothing market is growing steadily. The growth rate has been an impressive 7% a year. The value of the Brazilian clothing market is estimated at £18.9bn. The clothing includes everything from footwear and dresses to sweaters and sweatshirts.

The UK and USA consumers have embraced the Brazilian fashions. In fact, the image of Brazilian fashion is rapidly changing as celebrities are seen wearing the chic and trendy clothing. In the UK, Kate Middleton, Prince William’s girlfriend, is frequently seen wearing dresses carrying the Brazilian label Issa. The Issa brand was created by Daniella Helayel in 2001. Her designs are intended to appeal to a variety of cultures, are bright coloured and do not have the Brazilian flamboyance the country’s couture has traditionally reflected.

The Issa brand is has been worn by US celebrities also. Keira Knightley and Eva Mendez frequently wear the colourful Issa fashion label. Another popular Brazilian label is Melissa which designs recyclable and ethically sound footwear. Melissa has collaborated with British designer Vievienne and architect Zaha Hadid to promote the need for the production of eco-friendly fashion.

Brazil’s influence on fashion design is expected to continue growing. The Sao Paulo Fashion week hosted a number of fashion buyers from all over the world. You can expect to see more and more Brazilian labels in European and American stores. So don’t be surprised if one day the t-shirts or polo-shirts you buy came from Brazil.

( c) Marcos Oliveira,www.sxc.wu