First Portugal Fashion virtual shows commence today

Portugal Fashion kicks off today, with an exclusively online format. “The Sofa Edition” offers what is next in Portuguese fashion, for the coming evenings. Today with the screening of the videos with the autumn/winter collections by Maria Carlos Baptista, Estelita Mendonça, Katty Xiomara, Inês Torcato, Maria Gambina, Miguel Vieira, Ernest W. Baker, David Catalán and Alexandra Moura. Porto City Hall renews support to the event.

The online fashion show videos are the way to connect both the fashion industry and audiences, owing to the pandemic constraints. The live stream of the runways, this year, takes the appropriate nickname “The Sofa Edition”, as people are invited to browse through the event’s Facebook and Instagram and accompany Hugo van der Ding in this journey to discover creativity.

Today, at about 8 pm, Maria Carlos Baptista (BLOOM platform) takes the lead, followed by Estelita Mendonça (8.45 pm) and Katty Xiomara (9.30 pm). Tomorrow, also leading the way at 8 pm are Inês Torcato, Maria Gambina and Miguel Vieira, who will reveal their autumn/winter collections. Saturday, 20th March, it is time to know how to get warm in colder days with the suggestions by Ernest W. Baker, David Catalán and Alexandra Moura.

This is “The Sofa Edition” first edition, with the streaming of videos with designers’ collections for the coming season; and some designers have already presented their collections in the international Portugal Fashion roadmap, namely at Paris and Milan Fashion week. Also, some designers have already prepared a more conceptual approach of their work, suitable for the digital platforms.

Hugo van der Ding, renowned humourist will interview all designers, in the online platform. He has been publishing sketches about the fashion world on Portugal Fashion’s social media: José and Mariana, the main characters, are confined at home and are visited by the hilarious Girafa Féshion.

The second phase of the 48th Portugal Fashion, in a soon to be announced date, the programme features several videos of the BLOOM Platform (young designers and fashion school students), which also includes the winners of the last BLOOM competition, Maria Carlos Baptista and Marcelo Almiscarado. Also, the latest collections by Diogo Miranda, Alves/Gonçalves, Hugo Costa, Luís Onofre, Marques’Almeida, Susana Bettencourt, Pé de Chumbo, Sophia Kah and Concreto will be displayed during the second phase of the event.

Highlight, as well, to the uniforms of the National Team for the Tokyo Olympic Games and a “Welcome to Porto” happening event, featuring the brand Davii and designer Nuno Miguel Ramos.

“The digital format of Portugal Fashion’s 48th edition follows public health preventive measures, but it also aims to find new ways to interact with consumers, especially among digital natives. We wanted to combine business with pleasure, following an innovative format that gathers fashion, glamour and humour. Also, our designers develop almost their entire activity online, so this editions is an effort to boost digital Transition”, explains Mónica Neto, Portugal Fashion Director.

Porto City Hall supports the event

Porto City Hall supports the event with 150 thousand euros. Councillor for Economy, Tourism and Commerce’s proposal, Ricardo Valente, enhanced that the Municipality is very much interested in supporting Portugal Fashion in the city, “continuing to contribute to positioning Porto as the new European epicentre of fashion, and promoting the cluster of creative industry, as well, which has brought several new businesses to the city”.

Portugal Fashion is organised by ANJE- National Association for Young Entrepreneurs, jointly with the Textile and Clothing Association of Portugal (ATP), with the funding of Portugal 2020, in the framework of Compete 2020. It was first established over twenty years ago to promote national fashion and designers.