Four representatives of Brazilian fashion shall participate for the first time in the Under Show held in Tokyo, Japan, between October 31 and November 2, which is oriented towards Japanese “streetwear”.
They are stylist Martielo Toledo and the brands Lucidez, Oestudio and Dizhum.
Prior to the event on the 28th, there will be a fashion show with the Brazilian designers exclusively for the Japanese press and opinion formers.
Altogether, there will be 35 exhibiters present in the showroom, 31 of which will be Japanese.
ABIT special projects consultant, Alfredo Mascarenhas, shall accompany the group of Brazilians who have the support of APEX-Brasil, through the Texbrasil Program.
The opportunity for Brazilian participation in the event arose due to the recognition of the work being developed overseas by stylist Martielo Toledo.
“Despite not exhibiting or even selling in Brazil, my product can be found in 20 different stores in Japan and 6 other stores in England. I was recently the first Brazilian to be invited to integrate the Project space at the Lounge store, in New York, in the United States,” says Toledo.
“The distributor Chris Dehan saw my products in London and proposed to take them to Japan, where they are represented by Kazu Gotada,” adds the stylist.
“Kazu Gotada was interested in getting to know Brazilian fashion a little better and he was invited by Firjan – Federation of Industries for the State of Rio de Janeiro – to come to Fashion Business at the latest edition of Fashion Rio. At the Rio event, he participated in the selection of the four stylists that will go to the Under Show. The group was selected based on each brand's modern OFF,” explains Alfredo Mascarenhas.
“We can say that it is already a result of Fashion Business. For Brazil, this initiative opens the doors to a new segment for apparel exports and helps us show the world the modernity and plasticity of our creators and clothing makers,” he adds.
Associação Brasileira da Indústria Têxtil e de Confecção
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