With colour, loud prints and a growing "more is more" approach to fashion, it's no wonder all eyes are on Brazilian designers. We spoke to designer Daniella Helayel and branding specialist Duda Maia at Pair's invitation-only trunk show to find out more:
You may not know their names, but you've definitely seen these Brazilian designers' pieces at the forefront of resort trends in the last few years. The increasingly popular basket bag—particularly those by brands like Nannacay and Confraria Studio—have been seen on all the It-girls and Insta-famous stars, paving the way for other South American designers.
We spoke to Daniella Helayel, the designer behind the beautiful dresses of Dhela, and Duda Maia, creative director and branding expert behind cult favourites like, Vanda Jacintho, Nannacay, Abi Project and Confraria Studio, about easy maximalism and sustainability that have become the identity of Brazilian fashion.
How did you guys start your fashion careers?
Duda: I started in fashion when I was 15. I studied journalism and did my masters in design, fashion and marketing in Europe. After five years I realised that Brazil had a lot of opportunities so I moved back and developed my branding agency.
It was a very new concept at the time, but I felt a necessity to teach these young designers about creating a brand so they can move into the international market. My work is to help brands create an identity and image so they can go out in the world.
Daniella: I am Brazilian, I went to fashion school in New York and I worked mainly in London. Then I started a brand called Issa in 2001 (a brand loved by the Duchess of Cambridge, Kate Middleton) and left in 2013 to start Dhela.
