Bruna Garcia Fonseca
SÃ£o Paulo â Boldness, originality, and luxury paved the way for the jewelry brand Paola Vilas in the international market. The Brazilian flag and the countryâs football success helped Havaianas sandals sales abroad take off. These different paths taken by Brazilian fashion companies to export were the subject of a lecture held this Wednesday (16) at Escola Superior de Propaganda e Marketing (ESPM) college in SÃ£o Paulo, in which the peculiarities of the Arab market in the segment were also presented.
The event was part of the ESPM Fashion Meeting â Opportunities in the Future of Fashion, hosted by the universityâs Fashion and Luxury Hub. The founder and creative director of her namesake jewelry brand, Paola Vilas; the fashion export specialist, Camila FogaÃ§a; the Marketing & Content director of the Arab Brazilian Chamber of Commerce (ABCC), Silvana Gomes, and the mediator, professor Priscila Sastre, spoke about their experiences in fashion products exports.
âThe surreality of Paola Vilasâ jewelry redefines femininity,â wrote Wallpaper magazine about Paola Vilasâ work. â[The magazine] defined in a few words what Iâve always sought,â said Vilas at the event. Her brand was born export-bound, and in her studio in Rio seven years ago, she was already selling to other countries. She took the opposite path and got known outside first. Today she lives in SÃ£o Paulo and has two stores in the city and a webshop delivering worldwide. Her focus now is on the domestic market.
âI think early on I wasnât so aware, but I always wanted to keep my product true, resonating with my truth, moving me, and touching me in a special place,â she said.
The pieces, according to Vilas, are wearable sculptures. âThey are conversation starters and open portals of