Actress and singer Selena Gomes wore jewelry from Brazilian designer Ana Khouri during a fashion photoshoot for Vogue Mexico magazine. 

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Between September 1st and November 1st, the Coterie tradeshow had its first digital edition, which counted with the participation of 29 Brazilian brands. The companies had the support of Texbrasil, Fashion Label Brazil and Precious Brazil – internationalization programs carried out through partnerships between Apex-Brasil (Brazilian Trade and Investment Promotion Agency) and Abit (Brazilian Textile and Apparel Industry Association), ABEST (Brazilian Association of Stylists) and IBGM (Brazilian Gems and Precious Metals Institute), respectively.

The Brazilian delegation at Coterie was made up of the brands Ampersand; Andreza Chagas; Adriana Degreas; Dalai; B Luca; Maria Pavan; Daniella Martins; Leafy; Lança Perfume; Paola Bernardi; Raissa; Rio de Sol and Serpentina, of Texbrasil, Flex Jewel; Serpui; Yukio; Nádia Gimenes; Matri; MOS; La Sirene; Gissa Bicalho; Lis Fiaschi; Lavish; Andrea Bogosian; Ryzi; Iorane and Camila Vieira, of Brazil Fashion Label, and Eneida França, of Precious Brazil.

The event, which took place through the NuOrder platform, yielded USD 200,000 in business for the delegation. In addition, the brands stated they expect to close an additional USD 530,000 over the next 12 months. The entrepreneurs participating in the edition also revealed to have made 804 contacts during the tradeshow.

For Daniella Martins brand, the event was a learning, mainly about how the international market works. According to the brand’s president, Vitor Xavier de Brito, the digital format is more practical, because it allows greater agility on communication.

Pavilhão Brasil

The digital edition had a pavilion dedicated to Brazilian companies. The brands were able to show their portfolio on the NuOrder marketplace, 24 hours a day. “It is very important to keep the Brazilian brands on the international radar, even in a digital way. Our pavilion reinforced this presence, and showed the strength of the national fashion”, comments Texbrasil executive manager, Lilian Kaddissi.

“The digital platform basically served as a support tool in the after sales process. However, with the pandemic, it started to play a key role in replacing the physical tradeshow, bringing new experiences to the brands. Coterie has adapted to the virtual model in a short period of time, joining efforts with existing digital platforms to continue the fashion calendar,” adds Alberto hair, president of ABEST.