Brand Up: showroom exhibited more than 50 clothing, footwear, jewellery and lifestyle brands
Brand Up: showroom exhibited more than 50 clothing, footwear, jewellery and lifestyle brands
More than 50 brands were at the Brand Up showroom, which was held at the same time as the fashion shows at the 43rd Portugal Fashion, at the Alfândega do Porto from 18 to 20 October. Once again, Brand Up has embraced the different sectors of the fashion industry, bringing together not only designer fashion and ready-to-wear clothes, but also footwear, jewellery and lifestyle products. The event was open to the public at the same time the fashion shows are on, but it was aimed mainly at national and international buyers, in order to publicise, add value to and market Made in Portugal.   

The 54 exhibitors presented at Brand Up included clothing (22), footwear and accessories (17), jewellery (10) and lifestyle (5) brands and designers. These products were among the good examples of the excellence of Made in Portugal, in addition to being internationally competitive. Quality of raw materials, sophisticated design, creativity and the ability to be different were the common features among the sectors represented at the showroom.

"We wanted Brand Up to be a means of promoting Made in Portugal, rather than just a traditional clothing and footwear showroom”, revealed the spokesperson for Portugal Fashion, Mónica Neto. "Nowadays, fashion has a multidimensional character and a multifaceted nature, and its concept includes a wide variety of products. Many of these products have attained excellence in Portugal and are competitive internationally. That's why it makes perfect sense, in conjunction with and under the Made in Portugal label, to promote clothing, footwear and leather goods and jewellery and lifestyle products”, she went on to say.

As usual, Brand Up payed special attention to designer fashion, which isn't always accessible to the public in general. The showroom at this event had exhibits by Anabela Baldaque, Carla Pontes, David Catalán, Maria Gambina, Nycole and more. There will also be creations by young Bloom designers such as Daniela Pereira, Joana Braga and Rita Sá, for example.

The designer fashion also included the IMAUVE, Duarte and Patrick de Pádua powered by ModaLisboa labels. This participation came in the wake of the recent cooperation agreement signed by Portugal Fashion and ModaLisboa, which provides for sharing and exchanging resources between the two events. 

Several national fashion labels, such as Meam, Sine Die or Concreto also presented at Brand Up, showing their ready-to-wear lines. And the list of exhibitors included a significant number of footwear and accessories brands, including 7Hills Shoes, The Baron’s Cage, Ben Goji, Lemon Jelly, Maria Maleta, Nobrand, Luís Onofre and Fly London. The jewellery exhibitors included Gümüs, Eugénio Campos Jewels, José Santos Joalheiros, Pura Filigrana and other brands. 

The increased presence of jewellery and footwear at Brand Up came as a result of Portugal Fashion's focus on high potential segments in the fashion sector. Jewellery fashion shows and showrooms have also been included in previous events. Footwear has its place in the limelight assured at all Portugal Fashion events, thanks to the partnerships with APICCAPS – Portuguese Footwear, Components and Leather Goods Manufacturers' Association. 

Brand Up is organised by Portugal Fashion and its promoter, ANJE – National Association of Young Entrepreneurs under the framework of the Next Step project, which is aimed at commercial promotion campaigns by Portuguese designers and brands, particularly in international showrooms. Brand Up also has important partners in the fashion sector, such as ATP – Textile and Clothing Association of Portugal, APICCAPS, AORP - Portuguese Jewellery and Watchmaking Association and the ModaLisboa Association. The event is financed by Portugal 2020, under the Compete 2020 - Competitiveness and Internationalisation Operational Programme, with funds from the European Union, through the European Regional Development Fund.