02-07-2025
Brazilian Fashion Brand Cris Barros Targets International Growth With New E-commerce Platform
Brazilian designer Cris Barros is taking her namesake label into a new era, launching a dedicated international e-commerce platform for the Americas and Europe as the brand marks 23 years in the fashion industry. The move follows growing demand from global clients and signals a strategic step toward international expansion.
'After more than two decades building a solid and authentic path in Brazil, I felt the brand had reached a creative, operational and strategic maturity that allows us to look outward with clarity, consistency and intention,' Barros told WWD. She described the brand's evolution as rooted in 'authorial and often artisanal work, timeless design, sustainability and an aesthetic inspired by the art world.'
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Barros noted that international interest in her collections has grown organically in recent years, with clients in the U.S. and Europe connecting with the brand through family, travel and word of mouth. 'This spontaneous connection showed us it was time to build a more solid and intimate bridge,' she said. 'It's an emotional and strategic step. A new chapter, yes, but one that begins with the same principles that have always guided us.'
As her brand enters new markets, Barros emphasized the importance of respecting local cultures while remaining true to the brand's DNA. 'Our biggest challenge will be just that: staying true to our creative narrative and our values while genuinely connecting with different contexts and audiences,' she explained. The brand's approach includes strengthening its digital presence and investing in selective communication channels, treating expansion 'as a natural unfolding of who we are.'
Barros believes that what resonates with international audiences is the brand's commitment to handcrafted processes, sustainability and social responsibility. 'There's a growing demand, especially in the U.S. and European markets, for brands with authenticity, storytelling, purpose and exceptional quality,' she said. 'Our clients increasingly seek pieces with meaning. Each season, we introduce more sustainable options, using responsible materials and creation processes. We experiment with upcycling fabrics from our archives, for example.'
Looking ahead, Barros is focused on balancing creative integrity with business growth, projecting a 20 percent increase in 2025. 'Growth matters but growing with responsibility is essential. For me, preserving the brand's creative integrity is non-negotiable,' she said. The strategy includes capsule projects that serve as creative laboratories, collaborations with artists, and reinforcing operational infrastructure to support expansion.
Long-term, Barros aims for her label to be recognized globally as a reference for 'soulful, authorial design and conscious fashion created with care, depth and time.' She also highlighted the brand's ongoing commitment to social and environmental causes, including partnerships with NGOs in Brazil. 'If our international expansion becomes a platform to amplify these efforts, I'll be proud to help generate real value for communities, for nature and for the industry as a whole,' she said.
Cris Barros' new e-commerce platform is now available at
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