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Portugal Fashion again participating in London Fashion Week with Alexandra Moura
Portugal Fashion again participating in London Fashion Week with Alexandra Moura

And it will be on 20 February, at London Fashion Week, that the fifth international campaign on Portugal Fashion's itinerary for the first half of 2017 will take place. A double return for the national fashion project and for designer Alexandra Moura, who sees London as one of the best stages for projecting her collections around the world. This season, the designer's proposals for the next cold season will be on the catwalk at Banking Hall (14 Cornhill, London EC3V 3ND), an art deco building in the heart of the city, at 6:30 pm on 20 February. After the fashion stop in the British capital, Portugal Fashion is scheduled to return to Milan, to Milano Moda Donna, with the production of fashion shows by designers Carlos Gil and Pedro Pedro, on 26 February. In fact, it was the Italian fashion capital that played host to the first stop on the international itinerary for this season, with designer Miguel Vieira's début at the Milan Men's Fashion Week.

At the last London Fashion Week, Alexandra Moura chose a presentation that did not involve the traditional fashion show concept. What she did was risk a disruptive performance in the underground bar of The London Edition hotel. The artistic direction of the event was by Wonderland Magazine. Believed to be the European fashion week that most reflects urban culture and street style, London is also very appealing to fashion designers from all over the world. A showcase for trends and the Mecca for professionals in the sector, London Fashion Week will once again be welcoming Portuguese designer Alexandra Moura.

For Portugal Fashion's communications director, Rafael Alves Rocha, "this campaign is clear proof that national designer fashion has won recognition from the British Fashion Council and it is also a sign that Portugal Fashion is attentive to how Portuguese design is received on this market. It is also true that Alexandra Moura's participation in London Fashion Week has allowed the designer to reach new international markets, in particular the Asian market, where she has received favourable reviews in magazines like Vogue or Elle Japan. This image promotion work, spearheaded by the national fashion project, also allowed the label to be marketed on platforms like Open Ceremony Japan”.

"Portugal Fashion's international campaigns always include a fit to market assessment. Following on from this assumption, it made perfect sense for Alexandra Moura to return to the catwalk at London Fashion Week this season, thus giving continuity to the business she has been doing behind the scenes”, the communications director concluded.

"Here and there”, the fascination for faraway cultures

Alexandra Moura's autumn/winter 2017-18 collection takes its inspiration from the Portuguese discoveries, directly evoking the "nostalgia and romanticism that set Portugal apart in the world to this day”. In fact, this is a constant in the work of the designer, who admits to being particularly "fascinated by faraway cultures, by identity and by history”. This season, she goes back three centuries, restoring an old cultural dialogue with the Portuguese colonies in East Timor, in a "game of opposites” that reaches neighbouring Indonesia.

Yesterday and today come together, through the deconstruction of contemporary clothes that "ally subtle details of ethnic costumes with the European romanticism of the time”. In what will be a mixed fashion show, Timorese and Indonesian textiles and patterns can be seen in the "jacquard knits with a darning effect”. The main colours are earthy shades of brown and ochre, combined with false blacks and blues, deliberately used to avoid an overly ethnographic image.

The main materials used are "velvet, wool fabric, fleece and gabardine” in association with floral motifs, giving continuity to the "game of fabric manipulation, essentially tucks and knots”. The aim is to create a hybrid, androgynous silhouette which, along with the proposals for Women, serves "a Man simultaneously sensorial, cosmopolitan and contemporary”.

Portugal Fashion 2015-2017, a project run by ANJE – National Association of Young Entrepreneurs, developed in partnership with ATP – Textile and Apparel Association of Portugal, and financed by Portugal 2020, under the scope of Compete 2020 – Operational Programme for Competitiveness and Internationalisation, with funding from the European Union through the European Regional Development Fund.