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Backstage at Portugal Fashion
Backstage at Portugal Fashion

Planning an event can take months. "We’re ending one Portugal Fashion and the following week we’re already thinking about the next one”, national Portugal Fashion coordinator Ana Paula Andrade said on the special programme that SIC Mulher broadcast about this event. From the outset, the different teams – from management and planning, communication, content and marketing to logistics, for example – get the ball rolling in good time. They start with a meeting in order to outline and align strategies and ideas, as well as to establish how the work will be divided up. At the next stage, months before the event is to open, the venues for the fashion shows have to be discussed, the line-up has to be prepared, sponsors and other support have to be arranged. Then there is liaison with the national and international media and defining the invitations to be sent, as well as many other things that need to be done to get ready for another Portugal Fashion.

So there are lots of pieces to be put together in this complex organisational jigsaw puzzle. This can only be achieved when the main aim is transversal: the Portugal Fashion trademark, with a seal of quality. And this has been achieved. Just look at the major public interest and the growing national and international recognition the project has earned. This has facilitated sponsorship from an increasing number of brands from different economic sectors. At this event, there was sponsorship from the technology brand, Samsung; Stoli (a range of vodkas distributed by the Prime Drinks group); Redken (official hair brand); Mac (official makeup brand); and, finally, Flormar, which provided the makeup for the Bloom fashion shows. In addition to these, other supports were plainly seen in the hallways and backstage at the fashion shows, as well as at the reception for international entourages. Of note here were well-known brands such as Ach. Brito, Mazda, Pedras, Somersby, Carlsberg Nox, Red Bull, Arcádia, Topázio, Make Notes, Inimigo, Sport Zone and Porto Lazer. This was a veritable orchestra conducted by Catarina Santos Cunha, in charge of brand coordination and activation in the field.

Also invisible to the majority of the public is the behind-the-scenes work done by the communication, content and marketing team. Some of the main tasks to be done at the outset are the definition of the criteria for press accreditation, sending invitations to national and international media (in close cooperation with the Portugal Fashion international department) and monitoring the content produced by the media. On the Portugal Fashion days, the journalists attending the fashion shows must be accompanied and the seating plan prepared for them, as press officer Mónica Neto told SIC. She is in constant contact with the team that also welcomes the other guests and assures they are given front row seats.

For all of this to work, there can be no logistical mistakes. From booking flights, accommodation, transfers, contracting catering services, coordinating support staff both for the fashion shows and for the check-in, to backstage implementation and marking off the catwalks and decorating the adjacent spaces, everything comes together so that one more Portugal Fashion can be held.

Now that you know some of the background details, you can find out more and get to know some of the faces behind the organisation of Portugal Fashion and what they do here.