P_Andrade Makes History as First Brazilian Brand to Debut at PFW
Brazilian labelP_Andrade, under the creative direction of designersPedro AndradeandPaula Kim, is poised to make a significant mark on the global fashion landscape. On June 29, the brand will officially become the first Brazilian house to join the officialParis Fashion Weekcalendar.
Their highly anticipated collection, titled 'The Tree is Your Spine,' is a collaborative effort with Pernambuco-born artistSamuel de Saboia, who was deeply involved in its conceptualization and visual direction. The collection delves into the profound cycles of life's regeneration, from invisible microorganisms to spiritual entities, reaffirming fashion as a powerful agent of transformation.
This groundbreaking collection is the result of a fascinating convergence of worlds: traditional Brazilian knowledge, cutting-edge emerging technologies, and profound artistic expressions coalesce to form a radically regenerative, sensitive, and contemporary aesthetic. 'People look at the first layer of a global exhibition like a fashion show, but the base of this globalization pyramid is much more about operation and product consistency,' Andrade explains.
The Fédération de la Haute Couture et de la Mode thoroughly vets brands, scrutinizing their operations, global reach, distribution channels, and commitment to scalability. 'When you enter the official calendar, it means you have a very well-rounded operation,' Andrade states. This demanding environment requires a robust back-end, which for P_Andrade includes a dedicated team of over 30 people in Brazil handling product development, atelier operations, and marketing.
To navigate the complexities of an international show, they've also built a strong local support system in Paris, partnering with a 360-production company, a showroom, and an international PR agency. This meticulous planning has been crucial to their success, as Paula Kim notes, their inherent focus on sustainable and technological solutions was a significant advantage, a rare feat that allowed them to be approved on their first attempt.
'The Tree is Your Spine' also explores Brazil's rich cultural and spiritual tapestry, which deeply resonates with Samuel de Saboia's artistic vision. Andrade shares that their collaboration aimes to 'tell the story of Brazil in a non-obvious way.'
For P. Andrade, being the first Brazilian brand to officially showcase in Paris carries a significant weight. While it brings immense pride, it also comes with the responsibility of opening doors for future Brazilian talent. 'It's a moment to bring partners and people closer, so they can understand how they, too, might follow a path to get there.'
P_Andrade will present its SS26 collection at PFW on June 29.
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