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Introducing Marcia Ganem and her new approach to style and fashion

Marcia Ganen is a Brazilian fashion designer combines fiber technology and traditional craftsmanship to create fashion. She expresses in her work a dialog between fashion, art and jewelry. Her trademark is the use of recycled polyamide fiber in natural color, dyed or worked with semi-precious stones.

Marcia Ganem has beeb in fashion for over 10 years. Her work is being recognized for its unique way of using cultural references.

For more information, visit: Marcia Ganem

Martha Medeiros: Get to know the newest imported talent from Brazil

Martha Medeiros is an emerging talent from the northeast of Brazil. She’s been in the market for over 25; however, it was only in 2004 that her unique lace designs started to be recognized by the Brazilian fashion capital, Sao Paulo.

Her trademark is the use of a rare lace, hand-maded by hundreds of artisans from small villages in Brazil. Her specialty is evening dresses made with this special lace, and other noble materials, such as silk charmeuse, French lace, German silicone boning, and Swiss crinoline. Martha pays homage to this delicate fabric by creating garments that are true art pieces.  She utilizes the most exquisite couture techniques along with hours of manual labor in order to ensure a perfect finishing.  

Last year, Medeiros started to sell made-to-measure evening gowns to the highend department store, Bergdorf Goodman. She recently presented her new collection at Minas Trend Preview - one of the most prominent fashion events in Brazil.

In the near future, Martha Medeiros will probably become a must on every red carpet event. 

Images: Martha Medeiros’s website

Aüslander from Rio

Newswear continues its tour in Rio de Janeiro, Brazil to present the best local brands and designers.

Today the brand chosen was the young and fun Aüslander:

Aüslander is known for its lively runaways shows at Fashion Rio, and for reaching a younger globe-trotter crowd. Its urban and contemporary style targets open-minded and young-spiritedpeople. It is the favorite brand of local hipsters, and reminds a pricy Urban Outfitters. Still, iAüslander is a must stop in Rio if you like cool t-shirts and accessories.

*Where to find* : Shopping Leblon - Av. Afrânio de Melo Franco, 290. 3rd floor - Rio de Janeiro, Brazil  Tel: +55 21 25128458 / Rio Design Barra -Avenida das Américas, 7777. 2nd floor - Rio de Janeiro, Brazil Tel: + 55 21 33254349


Images: Auslander,

Andrea Marques: A Promising Brazilian Designer From Rio

Brazil is known for its huge domestic fashion market concentrated to South American consumers only. This scenario has changed though. While developed countries struggle with the financial meltdown, Brazil’s economy is growing fast. Local designers that in the past were content to live in the Brazilian fashion bubble are now being noticed globally.

This is the case of the young designer from Rio de Janeiro, Andrea Marques.  Andrea is one out the top names on editors and buyers fashion radar, and has been pointed by WGSN as a Brazilian fashion designer with global potential. 

Her fashion career started in the 1990’s when she joined Maria Bonita Group in Brazil just after returning from her specialization at the Fashion Institute of Technology. Before launching her own label, Andrea worked for 15 years as the design director for Maria Bonita Extra, the contemporary line of the respected label Maria Bonita. In 2008, the designer debuted her own label at Fashion Rio. Since then, she is in the spotlight.  

Ms. Marques is known for creating a chic carioca style (carioca means people born in Rio de Janeiro) for cosmopolitan and independent women from anywhere in the world. Her silhouettes are very feminine, and many of her pieces made of fluid fabrics are famous for exploring the women sensuality.

Andrea Marques’ collection can be found at many multi-brand boutiques, and at her flagship in Rio de Janeiro.

Photos: Fotosite,,

Get Ready for Trip to Rio: #1 Stop - Alessa

This week, we got a new name: Newswear. The blog’s new name came to refresh the idea of the blog. Now, Newswear is going to focus on what is new in fashion in terms of designer and shops. To start this new idea, I go to South America, more specifically, to Rio de Janeiro, Brazil, one of the most prospective markets at the moment.

Rio de Janeiro has been retransformed since it was chosen to be the 2016 Summer Olympics’ headquarter. Because Rio de Janeiro is located in Brazil, a BRICS’ country, it is also calling the attention from many investors from all over the world.  Rio is undoubtedly one of the most promising fashion markets in Latin America. The city that in the past was known for its swimwear is now bringing new talented designers who use fashion to transmit the city’s lively lifestyle. These creative new talents from the so-called wonderful city like to play with colors and prints to communicate the city’s free and energetic people.

In the next few weeks, get ready for a trip through the colors and sensations of the “Carioca” (people born in Rio) fashion. Newswear is going through inspiring stores and designers from Rio that everyone should start to know.


Today, Newswaer brings Alessa, a cool brand developed by the designer Alessandra Migani. Alessandra, who is an advertising agent and an artist, grew up in the middle of fashion. Her grandfather, Pope, was tailor in Italy, and then in Brazil. The name of the brand came from her nickname. She is called Alessa since she was a child. The designer graduated in Industrial Design and Communication in Rio de Janeiro. She then continued her education in London at the Central St. Martins College of Art & Design. Alessa’s trademark is the combination of noble fabrics, such as silk, and prints. Her prints are very colorful and most of times bring ethnic elements. Classy and sexy dresses are always present in her collections. Her panties are also the big hit of the brand, and a huge success in Rio. Alessa likes to bring comfort to her pieces. Her collections generally bring elements from home, and are made of natural fibers, such as silk and cotton. Her style is simplistic, but innovative.

Although her brand has become a success in Brazil in the last few years, especially after her presentation in the last Fashion Rio editions, the brand is not her full time job. She still works as an art director at Ogilvy & Mather in Rio de Janeiro. I don’t know if she plans to stop working with advertising to run her business, but I believe it will happen very soon. 

Images: Newswear and Fotosite

Levi’s Opens A Neighborhood Concept Store in Sao Paulo

After a long time, here I am back to my blog. Lately, I’ve been thinking about changing the blog’s name, but I have so many business cards with this website address, so I decided to wait. I am not going to give with an excuse for my absence in the last months. I personally don’t like bloggers who do such a thing. It’s hard to update a blog when this is not your full time job, and for me, who work on the streets most of the time, it is even harder.

Anyway, anyhow, this month I saw many cool openings happening in Sao Paulo, Brazil, and I’ll be happy to hare some of them with you. 


After a long decade of fancy and large shops, retailers decided it is time to update their shops according to the consumer needs. The idea is to get the consumer closer to the brand, and make them feel the brand is a friend. How do they do this? It depends on the brand, and what they want to transmit to the public. But the main principle is to make the store more appealing to the public.


Levi’s, the classic American denim brand, recently developed a new concept shop named the neighborhood concept store. The first store was opened in Meatpacking District, New York, in 2010. This month, Levi’s brought this new concept to Sao Paulo, the fourth in the world, and the first in Latin America. The address chosen was Rua Oscar Freire, one of the most elegant shop destinations in South America. The idea of the store is to offer exclusive products, and to bring the local culture to the store. The shop located on Oscar Freire brings objects and pictures of Sao Paulo. Of course, to not lose the brand’s identity, there are some other elements, such as an American flag, and classic Levi’s denim, that remember consumer they are at a Levi’s store. The place is also called neighborhood concept because its sales associates are trained to give information about restaurants, cafes, theaters, and other places to go in the neighborhood. The idea of the store came after a research that showed consumers who do not live in the area frequently ask sales people about touristic spots close by. This research was conducted in many world capitals, including New York. Besides New York and São Paulo, Levi’s has a shop in San Francisco and another one in Malibu.  

Fotos: Levi’s Release

Mad Hatter and His Boho Boutique

Sao Paulo is not only about high-end boutiques and luxury shopping malls. It is also an excellent place to find creative people and emerging talents. The best neighborhood to find those people is certainly Vila Madalena. Vila Madalena is located in the west side of the city. It is a kind of Williamsburg of New York, but in Sao Paulo. While walking on the streets in Vila Madalena, I found a very cute boutique. The outside of the store looks like a vintage store, but the inside is full of hats. The most interesting thing is the hats are not like every other hat. Vintage inspired, they come in colorful and fun prints with a Brazilian touch. Most of them mix different types of prints very characteristic from Brazil, like Rio de Janeiro sidewalk’s pattern. It’s funny to find such a thing because Brazilians do not wear hats very often. You might see some people wearing them on the beach, but it is not very common to see hats all the time in the city, even during sunny days.  But this practice is changing with the numerous global influences in the country brought by young immigrants from the north hemisphere. 


E-Holic (the name of the store) was developed by the designer Durval Sampaio, who was born in Sao Paulo, and raised in a small town called Maripora. The designer decided to start making hats after developing a special hat just to go to a party. He said he had problem to find hats because his had was too big, so he decided to make his own one. His hat became a success among his friends, and later he saw himself making hats to sell. He thus found his passion for sewing, and decided to quit his job. Few years later, Durval consolidated his name in the indie fashion scene in São Paulo, and opened his first store. His philosophy “do what you love” became the slogan of his brand to inspire other people to do what he did.

If you are planning to come to Sao Paulo or you are in Sao Paulo, I strongly recommend you to visit Vila Madalena and check out his store. I will after give some other tips about this amazing neighborhood for art, culture,  and indie fashion.

E-Holic: Rua Fradique Coutinho, 1399, 05416-011 São Paulo, Brazil

Phone: +55.11.3852.0420 -


Step Inside VOGUE Fashion Night Out BRAZIL

Fashion Night Out Brazil was my first FNO outside New York. It was held on September 12th in São Paulo, and September 13th in Rio de Janeiro. Newardrobe is right now in Brazil, and went to check out what was going on in one of the most famous e luxurious address in São Paulo, Rua Oscar Freire. Rua Oscar Freire is like the Fifth Avenue in São Paulo, expect the fact it is a street and not an avenue. Like Fifth Avenue, the street is full of flagship stores, and many high-end labels like Dior are located on crosscut streets: Bela Cintra and Haddock Lobo. The overall area is called Jardins – which means gardens. This is one of the best parts of the city to walk outdoors. São Paulo is city where everyone drives. It is very pleasant to have the opportunity to walk around in Jardins because it is a quite unique experience in the city.

FNO São Paulo was held in many different locations in the city, but all of them were situated very far from each other. So, it was impossible to walk around throughout the city like in New York. The main locations were Jardins, Shopping Iguatemi, Shopping Cidade Jardim – two luxurious malls - and Daslu – the only high-end department store in the country very similar to Bergdorf Goodman. Jardins was my favorite location to go, as I prefer to stay outdoors. Plus, the weather was relatively nice to walk around.

Brazil is a place with a growing fashion culture, and São Paulo is where fashionistas want to be. It has been one of the favorite addresses to new luxurious stores. Chanel, Gucci, Marc Jacobs, Hermes, Missoni, Jimmy Choo, Kate Spade New York, Christian Louboutin, Diane von Furstenberg, among many others are examples of stores that opened in the country in the last few years. Luxurious merchandise seems to have a higher mark-up, but this is not a problem for Brazilian customers, especially because they can finance the full price amount in their credit cards to pay in a monthly basis. They want to have the latest Chanel bag, the most expensive Zegna suit, the most exclusive Hermes Birkin bag, and the coolest Marc Jacobs outfit. Money is not a problem in an emerging economy, especially because new money individuals do no think about saving. They want to show what they can get. Fashion is quite limited to the elite. Fast-fashion stores widespread in the north-hemisphere like H&M, Forever 21, and Top Shop are not in Brazil because these companies cannot enter in the country with competitive prices due to the high taxation. The Brazilian fast-fashion market is limited to companies like C&A, Renner, and Riachuelo. C&A has been the one transforming the fast-fashion scenario in Brazil. Still, the Brazilian customer is not very receptive with less expensive fashion goods.

Anyhow, FNO Brazil was not only about the international luxurious labels. Local fashion labels were also getting their slices in the event. FNO was more like a party with drinks, music and some snacks. A few stores had special gifts, but I haven’t seen any store offering a special item made for FNO. Only the event T-shirt designed by Hering –a local fashion company - were available at the stores for about BR$80 (US$50). Stores were opened until midnight, but the traffic was quite slow. It was not generating more sales for sure. The event, however, was great for fun, and for the goodwill of the brands that stayed opened until late at night. The small boutiques Anunciação, Têca and Helo Rocha, and Garoa called my attention for their unique and chic Brazilian collections. Their staff and designers were also very nice. I will talk more about them another day.

On the streets, Newardrobe chose the coolest looks in Jardins for FNO Brazil. There were some fashionable Brazilians, and even a few New Yorkers jumping from one store to another. Most of Brazilians like to dress-up to shop, and women like to get their hair and nails always done. Here is the land of Brazilian straightening, so long and straight hair is like a uniform. It is wintertime, and the most common outfit is: high boots, leather jackets, jeans, and a nice designer bag. Of course, not everyone were dressed like that, but there is one thing I can tell about Paulistas – Brazilians born in São Paulo – they all have excellent taste to dress. 

 ***Thank you everyone on the streets. You guys were awesome! Obrigada!! :)

Photos; Anelisa Salles

Lucia Blanco Barcelona

After a long trip doing many fashion researches in Europe, I am back here with many fabulous founds to share with all of you. Here is my second stop in Barcelona, and certainly a must stop shopping for fashionistas:

Meet Lucia Blanco:

While walking on the streets of El Born, in Barcelona - a neighborhood known for its emerging artists and designers, and one of the “coolest” areas of the city - I found a small boutique of the cutting-edge designer Lucia Blanco. The designer has minimalistic pieces that play with geometric forms and volume. She uses neutral colors and she loves to bring inspiration from nature. Her creations combine art with fashion through sophisticated silhouettes and natural fibers. The Argentinian born designer uses techniques similar to origami and works with fabric like it is paper. Her work is impressive. 

Lucia Blanco started her career attending a fashion school in Buenos Aires. After her graduation and before launching her own brand, she worked as a designers and a product manager of a well-known Argentinian label. In the beginning of her career, she was also a stylist at the Teatro Colon in Buenos Aires. The talent of this young designer has been granted since the beginning. Her boutique that I had the pleasure to visit in Barcelona was opened in 2005, only one year after presenting her first collection at the Pasarela Gaudi - the fashion week of Barcelona. Today, she presents her collection in Barcelona and in Buenos Aires. Her office and showroom is currently based in Barcelona.

If you want to know more information about this amazing designer, go to her website: or contact the showroom:

Lucia Blanco Store & Showroom:

Montcada, 27 / 08003

Barcelona, Spain

Tel: +34 932955093

Photos: Anelisa Salles, Lucia Blanco & Google

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