Given the difficulties, Portuguese fashion is stronger than ever, with the affirmation of famous names and the emergence of new talents.
From famous designers to emerging talents, searching for market affirmation and awareness for their brands, boldness is the word that prevails in today’s Portuguese fashion, facing the conjuncture difficulties with much creativity.
«It’s a difficult but a creative time. We have to take some advantage of these bad times and get over and this is what young designers do very well», argues Miguel Flor, Espaço Bloom’s coordinator in Portugal Fashion, a platform for young designers that has been given wings to the dreams of the new talents.
Famous names are also soaking up this change and have “flooded” the market with different designs, presenting new products and searching for affirmation in new geographies. And they’re also bolder commercially. They have opened new stores a little bit all over the country, since the recent selling points in Lisbon of Os Burgueses, Nuno Gama and Alexandra Moura, to Luís Buchinho’s second store in Foz, Porto.
«The business is going well, both in store as in international sales. The brand has grown and consolidated. I think I have a very loyal audience that is very aware of what I’m doing and want to be near the brand», reveals Luís Buchinho, not only present in national catwalks and in Paris (supported by Portugal Fashion) but also in international fairs like Who’s Next.
The international market has also opened its doors through online betting, especially by young designers. «Young designers have to be more entrepreneurial, look more for what they are building, find partners, the fairs, the showroom, the ideal public relations – if they can’t afford it, they must use, as much as possible, the web, so that the business can flow», regards Miguel Flor.
And with names like Felipe Oliveira Baptista – selling in markets from Europe to Asia, and also the Middle East and USA – Fátima Lopes, Luís Buchinho or Miguel Vieira in the lead, so far the most successful Portuguese fashion designers generation, the future must be necessarily faced with optimism.