A Guide To So Paulo Fashion In 30 Seconds

In her new book 30-Second Fashion: The 50 key modes, garments, and designers, editor Rebecca Arnold collates a quick fire guide to fashion around the world. In this extract, contributor Rebecca Straub brings you the debrief on São Paulo fashion. You can also read the 30 second guides to China and Tokyo on The Culture Trip.

From models to fashion designers, Brazilians play a role in shaping the look of fashion both in and outside of South America.

30-SECOND FASHION by Rebecca Arnold of the Courtauld Institute of Art

Boasting the largest GDP in Latin America, as well as substantial communities of Italian, Lebanese and Japanese immigrants, São Paulo is a diverse state and cosmopolitan city. While domestically viewed as a stylish shopping destination, recent global interest has cast it as the epicentre of fashion in South America. Iguatemi São Paulo, the first mall of Brazil, opened in the 1960s, catering to affluent consumers and carrying primarily foreign and luxury retail brands. A function of both security and consumer desire, the bulk of Brazilian retail fashion is concentrated and consumed in malls. The growth of the middle class has spurred the development of malls that feature local and low-cost apparel brands. Stores such as Lojas Riachuelo, Lojas Renner and Lojas Marisa stand alongside international players like Topshop, Gap and Zara. Brazil’s most densely populated metropolis also plays host to São Paulo Fashion Week, the fifth largest behind London, Paris, New York and Milan respectively. Founded in 1996, this biannual affair draws nearly a million visitors and showcases the work of more than 40 Brazil-based designers. Alexandre Herchcovitch, PatBo and Uma all create garments that have drawn an international audience and counter the dismissive assertion that only swimwear is produced in South America.

3-SECOND BIOGRAPHIES

ALEXANDRE HERCHCOVITCH

1971–

Central Saint Martins graduate and influential Brazilian designer who started his eponymous line in 1994

GISELE BÜNDCHEN

1980–

The world’s highest-paid model chose the Spring 2015 Colcci show during São Paulo Fashion Week to retire from modelling

30-SECOND FASHION:

The 50 Key Modes, garments and designers

by Dr Rebecca Arnold (Ed.)The Ivy Press / Wordery

160pp. / £14.99

Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.

Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.

Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.

Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.

We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.