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Portugal Fashion making its début at Milano Moda Uomo with Miguel Vieira
Portugal Fashion making its début at Milano Moda Uomo with Miguel Vieira

Portugal Fashion's first international initiative in 2017 happened at Milano Moda Uomo. This was a début both for the national fashion project and for designer Miguel Vieira, who presented his proposals on the catwalk at Men's Fashion Week in Milan for the first time. The fashion show was performed on 15 January, at the Base Milano creative hub. Participation in this event is in line with the worldwide trend towards making the calendar of men's shows more autonomous. It also represents a reinforcement of Portugal Fashion's focus on this segment which has, in fact, being showing exponential growth among Portuguese designers and labels. A week after the début in the transalpine capital, it was set the return to Paris Men's Fashion Week, with a new fashion show by young designer Hugo Costa. Between February and March, the international tour will make five more stops, including Rome, New York, London and more visits to Milan and the City of Light.

This beginning of the season is prolific in international initiatives and was marked by Portugal Fashion's debut at the Men's Fashion Week in Milan. According to Portugal Fashion's communications director, Rafael Alves Rocha, this reinforcement of the calendar "is the result of the hard work done by the project's entire team in promoting Portuguese fashion inside Camera Nazionale della Moda Italiana, the event organiser. In fact, national designers have been presenting their collections at Milano Moda Donna consecutively since September 2015, which has made it possible to forge closer ties with the organisation”. The communications director added that "following our strategy for projection and consolidation in the Men's segment, the time has now come to embrace the Men's Fashion Week in Milan. Doing this with designer Miguel Vieira made us enthusiastic and confident”.

A collection of reflections

The proposals seek to reflect on fashion and how we present ourselves. "Is what we wear a way of expressing our own selves or is it a reflection of the image we project to others?”. Miguel Vieira's Men's collection, looking ahead to next autumn-winter, is based on this question that has no easy answers. Believing that how we dress is defined by emotions and transmits visual perceptions, as if it were a "game of mirrors”, the designer's coordinates look at this duality: "what is seen and how it is seen”.

Black and shades of grey, going from "light grey to dark grey”, are the predominant colours, with splashes of navy blue, red and "marshmallow white". The silhouette is based on "structured slim fit suits and casual overcoats”. The highlights are the details of personalised prints, the application of different fabrics and materials and the overlapping of looks, combining casual with the tailored. In the fabrics, the use of wool, imitation leather, cashmere, alpaca are to be noted as well as other combinations of fabrics (tailoring fabrics, check fabrics, pinstripe fabrics and 140S fabrics).

Eduardo Amorim presents his Men’s collection at White Milano

Meanwhile Miguel Vieira’s début at Milano Moda Uomo, the national fashion project also supports the participation of the young designer Eduardo Amorim at White Men’s edition, a prestigious event that took place in Milan, from 14 to 16 January. The invitation to his participation was issued by organisation of the highly reputed Italian fashion fair, which thus included the Portuguese designer at the leading platform Wow, dedicated to promoting emerging European fashion talents.

Graduated in Fashion Design from ESAD - School of Arts and Design, in March 2014, he was one of the winners of the Bloom Contest of Portugal Fashion. Since then, it is in the platform that promotes young Portuguese designers that Eduardo Amorim has presented consecutively its collections. Curiously, it adds in its professional experience the first prize of the international competition organized by Riccione Moda Italia. It is also worth to mention his stockists’ list: the multi-brand scar id store (Rua do Rosário, 253, Porto), and the temporary project of his own store, in the Península Boutique Center (Bom Sucesso Square , 159, Porto).

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.