Belo Horizonte – They are truly different. And caring, creative, having a unique way of making fashion. In terms of garments and accessories, the entrepreneurs of Minas Gerais stand out for their inventiveness and the care with their creations, which has been resulting in greater space in Brazil, with plans for expansion abroad. This is the case with the cosmetic jewellery reproducing the effect of embroidery, of party dresses with gloss and noble fabrics, of printed shirts with paintings of improbable couples, like bandit Virgulino Ferreira da Silva, Lampião, and French stylist Coco Chanel. Details that change everything and justify the fame of Minas Gerais in the matter of style.
"Fashion from Minas stands out due to the value it adds,” explained the superintendent for Business Development at the Federation of Industries of the State of Minas Gerais (Fiemg), Sérgio Lourenço. "They are cultural values, connected to what we have in the state, like handicraft and precious stones, for example,” he said. To Lourenço, nowadays, in the country or abroad, consumption is more and more following the logic of identity, of escaping what is pasteurized, made the same way. “That is why our work is recognized,” he said.
The explanation for the success of garments from Minas perfectly matches the work of stylist Ronaldo Fraga, one of the most acclaimed names in fashion in the state. “Ronaldo studies much to create his clothes, that is why the result is so creative, and there are no copies,” stated the brand’s commercial representative, Valeska Calazans. "Everything that comes out on products signed by him is exclusive, even the buttons.”
Creativeness is also not lacking for artist Rogério Fernandes, who started selling his products on the market this year, with shirts decorated with surprising and fictitious couples. Named "Unexpected Love", the series shows characters like the North American Lady Gaga and samba singer Cartola, Mexican painter Frida Kahlo and actor James Dean, also American. "People from Minas are very accepting,” explained the brand’s commercial representative e, Maria Laura Mesquita. "And our fashion is too, what is made here is thought up with great care,” she added.
Handbag producer Rogério Lima, who started in outsourced production in 2000, partnered with Fernandes in the last edition of Minas Trend Preview (they had a joint parade), an event in Belo Horizonte, in April, which showed the tendencies for the next spring-summer season. He then decided to establish his own brand, as he always “refused to make copies”. “I always made a point of signing products that have my characteristics,” he said. "In terms of copies, nobody can compete with China, and that was never my objective,” he said. On seeing the leather accessories he produces, with varied shapes and colours, like yellow, red, green, and orange, you come to the conclusion that he has got there.
As was the case with Lima, the Commercial and Administrative Manager at Arte Sacra Coutture, Carolina Malloy, can also say she got there. The brand, run in partnership with her sister, is specialized in party dress. They are long, short, embroidered, all for light and female figures. "We have always worked on offering impeccable and well-made modelling,” explained Carolina. She sells all over Brazil, showing the good acceptance of fashion produced in her land. "The citizens of Minas Gerais are natural artists,” she said. “And that may be seen in everything, from fashion to music and arts, for example.”
Good deals in Dubai
Another entrepreneur at the services of glamour, jewellery and costume jewellery designer Heliana Lages, who owns a brand that goes by her name, celebrates sales throughout Brazil. And she plans to advance further in the foreign market. "My dream is to sell to Dubai,” she says, adding that she has already exported to the United States, Mexico and Portugal. Out of the Heliana production lines com earrings, necklaces, rings and bracelets that have great chances of appealing to clients in the Emirates. “In our products, we seek different threads, as if we were working with crochet in metal fibre,” she explained.
Selling her party dresses and casual fashion to 20 countries since 2009, Patrícia Bonaldi is already a supplier of looks for the Arabs, important clients abroad. “Over 30% of our foreign sales go to this group,” said Luiz Morais, the brand director. Thus, brand garments are being worn in Saudi Arabia, Bahrain, Qatar, Kuwait and Lebanon. The secret to success? "We work on very female fashion, romantic and subtly sensual."
And that is how, subtly, the citizens of Minas are gaining space abroad. "We have many opportunities to work our products on the international market,” said Lourenço. "And growing in the area is a target for local industry,” he said. One of the organisers of Minas Trend Preview, he believes that the event should bring more foreign buyers with each edition. "If there is one sector that privileges innovation, it is the fashion sector,” he said. "We are different and know we are on the right route.”
Contacts
Rogério Fernandes
Telephone: (+55 31) 2515-0092
http://www.rogeriofernandes.com.br/novo/
Rogério Lima
Telephone: (+55 31) 3418-1638
http://www.rogerio-lima.com/
Arte Sacra Coutture
Telephone: (+55 31) 3287-1417
http://www.artesacramoda.com.br/inverno2012/index.html
Heliana Lages
Telephone: (+55 31) 3312-2158
http://www.helianalages.com.br/
*The journalist travelled to Belo Horizonte at the invitation of the organizers of Minas Trend Preview. Translated by Mark Ament
