Article previously ran in Cenarium Magazine
By Náferson Cruz
Exotic and sophisticated, the pirarucu skin- a giant Amazonian fish - has been used exponentially by the fashion industry in products such as boots, shoes and bags. The innovative raw material with low environmental impact and unique aesthetics caught the attention of Denise Gerassi, a specialist in accessories made of pirarucu leather.
Seven years ago, Gerassi wondered: what famous brand with a Brazilian vibe would women like to wear? The answer was inspired by several ideas, but it was with the ‘Lenda da Vitória-Régia’ (water lily legend) collection design that the ‘Peixe do rio’ (river fish) line arose. Later, its remarkable pirarucu leather bags were born. "It was a challenge to research for a typical Brazilian concept and to transform it into a domestic product with an international vibe", commented the businesswoman.
Currently, the “Denise Gerassi Company” has the greatest demand in the pirarucu leather bag trade, topping 90% of sales. The brand’s showcase displays 20 styles of the product, and taking into consideration the available color palette, the options reach 40 different SKUs. Its demand comes from customers in Japan, South Korea, Canada, the United States and Portugal. The average bag price is R$ 1k (around US$ 170).
“The bags and accessories are always inspired by authentic Brazilian themes and based on rich handicraft processes that I develop with artisans and specialized cooperatives, located in different regions of the country”, she explains.
Gerassi points out that the brand has its own e-commerce where its pieces can be purchased. However, its focus is to export to other countries and, for that, it has the support of Apex-Brasil (Brazilian Agency for the Promotion of Exports and Investments), attending the most relevant trade shows in places like Colombia, Milan, Las Vegas and Paris. It also attends events like the ones at Casa Pau-Brasil in Lisbon.
Sustainable fisheries
In the past, the pirarucu fish was caught only as a food resource, and its skin would become ecological discarded waste. After a decade of research conducted by Kaeru (a company that buys pirarucu skin to be reused), the pirarucu fish is now caught following the most rigorous practices of sustainable fishing standards required by the Brazilian Institute of the Environment and Renewable Natural Resources (Ibama) and international treaties such as CITIES (Convention for International Trade in Endangered Species of Wild Fauna and Flora) in Brazil.
According to Denise Gerassi, their products are unique and exclusive styles, one of the few in the country that have an Ibama certificate. She also points out that riverside communities in the Amazon are also benefited by the acquisitions of the pirarucu skin. "It is a product chain that generates jobs and income, from those people who work in the handling of Amazonian fish to those people who work in the manufacturing plant ", added Gerassi.
WGSN, a global authority on consumer trends and design, put together an incredible report on the 2021 fashion paths and Brazilian brand Iorane was one of the chosen ones to display the Modular Details fashion trend theme.
The city of Milan, one of the great world capitals of fashion, attracts and brings together thousands of professionals in search of new brands and talented designers. Emerging Talents Milan Fashion Week, one of Milan's most creative platforms, takes place from September 26th to 28th, at Palazzo Visconti Milano.
In this edition, accessories brand Sy & Vie attends the event for the second time. This effort has the support of Fashion Label Brasil - Program of Internationalization of Value-Added Brazilian Fashion, created by ABEST in partnership with Apex-Brasil (Brazilian Agency for Promotion of Exports and Investments).
“To attend an event in Europe is part of my export strategy. I was looking for an event that reflected my product, which is handmade with high added value and it comes in numbered pieces. In short, an event with a handcraft vibe ”, explains Sylvie Farini Quartara, designer and creator of the Sy & Vie brand. handcraft”, explica Sylvie Farini Quartara, estilista e idealizadora da marca Sy&Vie.
Since its creation 15 years ago, Catarina Mina brand pays special attention to the pieces delivered to its customers. Timeless, the brand's concept is to develop and deliver bags that will last for many years. Thereby, the product development team thinks about all the details, from the choice of the raw material to the design itself.
However, the brand understands that over the years people change their style, priorities and costumes, and this can also reflect in their wardrobe. With that in mind, the brand created the Fio Infinito Project: a new way to start looking at the responsibility of reverse logistics. The customer can take that old bag in the back of the closet or even a piece that suffered some wear and tear back to the store, and get a 25% discount on the next purchase.
Upon arriving at the brand's studio, the piece will be evaluated by the team. If it is in good condition, they will send it to shared closets or thrift stores. If it is damaged, the bag will be upcycled into a new object, like a cachepot for instance.
"The #FioInfinito is a way that we found together to be increasingly responsible, and to give new life to these pieces that are taking space in the back of the closet.
We believe that they can get a second chance in the hands of other people, or- if they are not in good condition- be upcycled into a new object", explains Celina Hissa.
We have started this new collection based on a non logic creative thought: solid and traditional materials going through organic deformation. How would be melting a stone just like we do it with the noble materials? This reverie and the influence of the Surrealist Movement guided the beginning of Melting Stones collection.
Our first creative process came with spontaneous drawings, free of any aesthetic rule, we let our unconscious guide the work. After that we had to study how would be possible to materialize that scene through rational and functional eyes.
The Fusion of materials and composition of shapes merged with the function of any jewel defined the final object. Composed of unconventional cutted stones and sterling silver Melting Stones collection presents unique jewels shaping our provocative imaginary about our reality.
For the second time in a row, Dotz brand, an ABEST (Brazilian Fashion Designers Association) member, attends MICAM, a shoe trade show in Milan, Italy, that takes place from September 20th to 23rd. The brand belongs to the team of emerging talents on the international market that showcase their collections in the EMERGING DESIGNERS area.
In this fourth edition, MICAM also brings talks, workshops, special displays and other events dedicated to the theme of innovation. It will focus on three main themes - trends and raw materials, sustainability and the future of retail - and will take into account guest speakers and innovative companies from around the world.
This collection brings as an inspiration the cedars that is a magnific and vibrant tree of nature doing the link between the sand and the heaven.
The connection with the collection SS21 presents in ours classic horns the forms and texture of these roots, symbolizing the relic of the cedar.
The bags will come with colors that transmit the natural and its nuances in shades of green and earthy, bringing the awakening from new Horizons.
Nossa missão é ser porta-voz global do Design de Moda Brasileira, utilizando sua diversidade criativa como elemento de integração, geração de valor e tradução da transformação cultural da sociedade.
CONTACT
Av. Paulista, 1842 – North Tower – Sala 155
São Paulo/SP – CEP 01310-945
WhatsApp +55 11 97562-5798
claudia@abest.com.br
www.abest.com.br
