Portugal Fashion promoted new national fashion talents in Rome
Portugal Fashion promoted new national fashion talents in Rome
After being present at the fashion weeks in Milan and Paris, Portugal Fashion returned to Italy for its third fashion stop on its international spring/summer 2019 itinerary, this time to promote new talents in national fashion. And it was last Thursday that five young designers were on the catwalk at Altaroma fashion week, at a fashion show aimed at reflecting Portugal Fashion’s focus on the internationalisation of young designers. Daniela Pereira, Joana Braga, Mara Flora, Maria Meira and Nycole presented their fashion shows at Studio di Cinecittà, Teatro 10 (Via Vincenzo Lamaro, 30) on 28 June at 4 pm local time. This was the fourth participation of the fashion project by ANJE – National Association of Young Entrepreneurs in the Altaroma calendar, a campaign that consolidated its strategic partnership with the well-known international organisation, aimed at establishing regular synergies in terms of identification, support and publicising young designers.

The Altaroma fashion hub was once again the main driver of Portugal Fashion’s presence at the Italian fashion week. Dedicated to scouting, support and promotion of young talents, the project gives young Italian designers the opportunity to express their creativity and publicise their work on what is not just a professional catwalk, but also a privileged showcase for exposure in the fashion industry. Fashion Hub also extends its work of identifying and publicising emerging talents beyond borders. The fashion week also includes presentations by young designers who have a promising career in other European countries. This is the context where designers Daniela Pereira, Joana Braga, Mara Flora, Maria Meira and Nycole found themselves.

"Portugal Fashion is a fundamental launch ramp for new Portuguese fashion projects, but, for quite some time now, its reach has not just been limited to national territory. In effect, the focus on internationalisation is one of the project’s priorities, intended not only to facilitate access by young designers to the fashion circuit in their own country, but also to put their labels on the international fashion scene and ensure their promotion in foreign markets, with all the opportunities this exposure will certainly bring”, said the President of ANJE – National Association of Young Entrepreneurs, Adelino Costa Matos. "The partnership with Altaroma’s Fashion Hub, now our fourth consecutive participation, plays an extremely important role on the road to internationalisation for our young designers and also proves the interest by the Italian market in Portuguese fashion and its consequent renovation, which is a motive of pride for us”, he concluded.

Five promising national fashion talents on the catwalk

Portugal Fashion’s last campaign at the Altaroma Fashion Hub marked the absolute international début of four young designers, while young designer Nycole took part in the initiative for the second time. Daniela Pereira, Joana Braga, Mara Flora and Maria Meira were the designers making their début on Portugal Fashion’s SS19 international itinerary.
With a degree in Fashion Design from Porto Fashion School, Daniela Pereira focuses particularly on menswear and intends to represent a different perspective of the segment, always maintaining quality and comfort. Her proposals for summer 2019 illustrate the contemporary ballerina Pina Bausch and her choreography, and the collection is called after the ballerina. Orpheus & Eurydice, Café Muller, Carnations and The Rite of Spring are the inspirational pieces, which will be represented through volumes, colours like black, pink, beige, wine colour and green and fluid fabrics with rigid fabrics, resulting in a gender contradiction, the same idea Pina Bausch wanted to convey with her choreography.

Joana Braga joined the Bloom platform in 2017, having studied Fashion Design at the Matosinhos Higher Institute of Art and Design (ESAD). The 1967 film, "La Collectionneuse”, was the inspiration for the SS19 collection, which, just like the film, brings a relaxed, fluid, summer mood, with dropped shoulders and oversized items, tight knits and careless silhouettes. Deconstructed looks represent distraction and putting off tasks, the freedom not to do anything and to procrastinate.

The Nycole label was invited to join the Bloom Portugal Fashion platform at the beginning of last year, with fashion shows at the Altaroma fashion week in January of that year. The menswear label based in Porto which stands out for its inspiration in classic menswear and sportswear details, was founded by young designer Tânia Nicole, who took first place at the ACTE European Young Designers Competition in Italy and, following her FASHIONCLASH award, she was invited to present her collection in Maastricht, Netherlands. Whole Lotta Love was the SS19 collection taking to the Altaroma catwalk. Its starting point is the 1970s and it takes its inspiration from two different universes: baseball uniforms and the psychedelic rock band, Led Zeppelin. Overlaps, stripes and shirts are the key parts of the collection, where the oversized silhouettes make us think of baseball uniforms and the palette of warm colours and the materials used illustrate Led Zeppelin.

It was the Bloom Competition that brought Mara Flora and Maria Meira to Portugal Fashion’s young designer platform, in the FW18-19 event last March. Their winning winter collections were presented in a fashion show at Altaroma. Mara Flora completed her Fashion Design studies at the University of Lisbon’s Faculty of Architecture. She also trained as assistant designer in Alexandra Moura's design studio in Lisbon.  Her collection for the next cold season was based on the film, "The Pillow Book”, and uses Hong Kong in the 1990s as the setting, "assimilating a cultural universe served by an intense, intoxicating visual profusion”, where red and beige are the main colours. Maria Meira also has a degree in Fashion Design, from ESAD Matosinhos. She presented a minimalist collection inspired by the works of Shai Langen, an artist who transforms and shapes the human body through the use of different materials. The vulnerability of the human body is the main theme of the collection, where light, transparent fabrics suggest intimacy and exposure, combined with circular bands and the idea of subordination, as opposed to freedom.

Portugal Fashion, a project run by ANJE – National Association of Young Entrepreneurs, developed in partnership with ATP – Textile and Apparel Association of Portugal, is 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.