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Brazilian Fashion’s Hometown Hero


If Brazil feels hotter than ever this year, it may be thanks to an influx of international interest: Scott Schuman and Garance Doré both hopped down to Rio to shoot the scene, and some of the world’s most sought-after models—including Lara Stone and Chanel Iman—flew in to walk the runways of Rio and São Paulo fashion weeks. Some of the country’s greatest fashion exports, like Alexandre Herchcovitch, show their collections on their home turf before flying it off to Paris or elsewhere.

But the week also plays host to a few designers less known outside of the country. That isn’t to say they deserve to be less known. Reinaldo Lourenço counts Brazilians in the know among his devotees, including Cássia Ávila, the designer’s muse (pictured). A 20-year veteran model and the country’s answer to Cindy Crawford, she sat front-and-center at his thronged SPFW show and stayed on message. “I almost only wear Reinaldo Lourenço,” Ávila told everyone. “My dress today is from his 2002 collection. You can wear and wear him. I have pieces from 1997 and people always want to know who designed them…” American buyers, take note.



  1. ToucanBoutique says:

    Just came back from Rio Fashion Week and though it was hotter than hot outside, I was surprised to see so much sophistication on and off the runways. Next time, I’m staying for Sao Paulo as well which I hear is ever better than Rio.

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