DOES BRAZIL REALLY NEED TWO FASHION WEEKS?

I just read an interesting article on Financial Times about the recent Brazilian fashion weeks held in Rio and São Paulo, entitled "An Awful Lot of Fashion in Brazil".  The perspective of the article is quite interesting: "If France and Italy, the world’s fashion capitals, are content with one big ready-to-wear fashion week, does Brazil really need two?"

If the the goal is to attract international attention and break Brazilian brands into the major fashion players, then the answer is no. "Two events divide and confuse, and almost no journalist or editor takes the time to attend both. Indeed, most arrive catwalk-side without knowing which is the “real” fashion week and what brands, if any, are available for sale in their countries."

If, on the other hand, the goal is to develop a culture of fashion in the country and fortify consumer loyalty against international brands, then the answer is yes.

According to the article, organizers of the Rio and São Paulo editions have been in talks to converge the two events.  Although, so far, no action has been taken.

Read more here.





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