Fashion Rio Roundup

By Maíra Amorim, Contributing Reporter

RIO DE JANEIRO – The 15th edition of Fashion Rio took place from June 5th to June 10th in a new venue: the fashion event that usually takes place at Marina da Glória was moved to Píer Mauá.

The idea of changing the location came from Paulo Borges, the director of São Paulo Fashion Week who managed Fashion Rio for the first time. Three renovated warehouses from Píer Mauá (an old port which is currently under refurbishment) were home to the fashion shows that presented the Summer 2010 collections.

Fashion specialists noticed some new trends such as bandage dresses, the return of the body (the baby style t-shirt popular in the late 90s), nude/beige shades and accessories that can be mixed up in different ways.

Initially the brainchild Hervé Léger in 1985, the bandage dress, part of what is often categorized as the “bondage” trend, is the latest obsession from Rio to Hollywood. Ever since the voluptuous Kate Winslet turned up at the premier of her film The Reader (New York December 3rd, 2008), in a figure-hugging black Hervé Léger bandage dress, according to Hellomagazine.com, women have been asking “where can I get that dress?”

Redley closed the event with a very special appearance from Rodrigo Santoro, the Brazilian-Hollywood-star who made one entrance in the catwalk showing his muscled arms. The final show took place outside, with an amazing view of Guanabara Bay.

The princess Paola de Orleans e Bragança was a guest at the Ausländer show, which featured bandage dresses and beige colors. The last day was full of Carioca brands like: Redley, Ausländer, Espaço Fashion, Totem, Filhas de Gaia and Juliana Jabour.

Actors Juliana Paes and Rodrigo Lombardi, currently playing husband and wife at TV Globo soap opera “Caminho das Índias” (India’s Routes), were on the scene Sunday (June 7th) at TNG show. Another well covered show was Cantão’s on Monday (June 8th), the store is one of the favorite among young women in Rio and made a tribute to the city’s summer with a very sunny collection.

The “Fashion Business” trade fair took place from June 7th to June 10th and sold R$461 million, which represents an increase of 4% from last year. 200 exhibitors from all over Brazil presented their products – clothes, accessories, bathing suits, bags and shoes – to buyers who came from across the globe, including Greece, France and Portugal. The most successful stands were from NGOs and social projects such as Brasil Social Chic, Costurarte and Tranças e Tramas.

For next year’s Winter Edition (in January), Paulo Borges will invite a committee of 14 creators from Rio and São Paulo to decide which brands will participate. São Paulo Fashion Week starts on June 17th and goes until June 23th, with another set of brands and stylists showing off their work and putting Brazilian fashion on the map.