It’s already been 50. “More than enough to have gone to the heart, to the essence, and show it to the world”. These are the words of the Portugal Fashion organization that reaches 50 editions with a memorable fashion program. The unique essence of the event, untouched by the passage of time, was felt in […]
It’s already been 50. “More than enough to have gone to the heart, to the essence, and show it to the world”. These are the words of the Portugal Fashion organization that reaches 50 editions with a memorable fashion program. The unique essence of the event, untouched by the passage of time, was felt in the fashion shows, in the hustle and bustle of the backstage, in the live streaming edition conducted by Raquel Strada and Hugo Van der Ding, in the Showroom with a format designed for professional audiences and in all the parallel events.
Between March 16 and 19, different spaces in Alfândega do Porto and also off location (in the charming Ateneu Comercial do Porto), were lit up with the new collections that gave way to almost 50 fashion shows. The CANEX program was once again hosted by the event, presenting 8 fashion shows by African designers.
It was an edition made “from the inside out”, and it would have been nothing without all those who helped to shape it. To all the supports, partners, and sponsors, a big thank you. From the inside out, from us to you.
INSTITUTIONAL PARTNERS
Afreximbank and CANEX
The 50th Portugal Fashion included the 2nd edition of CANEX (acronym for Creative Africa Nexus), a program that results from a partnership between ANJE and Afreximbank (African Export-Import Bank). The CANEX program brings together 20 designers of African origin, of which eight presented their collections in runway shows (three in the Bloom platform and five in the main runway), with the aim of promoting the African textile and clothing industry in Portugal. In this sense, it works as a development platform for emerging African designers, providing them with skills enhancement and market access opportunities. CANEX has a $500 million (about 460 million euros) fund to support creative industries.
Institutional partner of Portugal Fashion for another edition, the Porto City Council joined the 50th edition, supporting the project with increased resources in order to strengthen the position of the event in the national and international fashion scene, and also highlighting the recognition of Porto as an industrial and creative hub. With this strategic cooperation, the goal was to boost the professional component of Portugal Fashion, in the framework of a city historically linked to the national manufacturing industries in the textile, clothing and footwear sectors.
HAIR
The Portuguese Lupabiológica is once again the official hair brand of the 50th edition of Portugal Fashion. It is the supplier of all hair cosmetics products and responsible for ensuring the coordination of hairstyling services of the event. The Bioseivas products of this 100% national brand were part of the official gift bag of Portugal Fashion. On the last night of the event, the brand also presented its Hairbook by Lupabiológica, in a campaign that brings together a lot of Portuguese talent.
MAKE UP
Andreia Professional is the beauty partner of the 50th edition of Portugal Fashion. It provided make-up products and services for all the fashion shows and productions throughout the event, presenting a wide range of items that met the high demands of the make-up in the fashion world. Some products were part of Portugal Fashion’s official gift bags.
SPONSORS
El Corte Inglés was present at Portugal Fashion with the aim of promoting Portuguese fashion brands and creators. In addition to the promotion of new trends in a space designed for photo sharing on Instagram, the brand also provided boat rides for some guests of the event.
PAC Capital is a leading transaction advisory firm with an excellent track record in fundraising and financial advisory services covering Aviation, Financial Services, Telecommunications, Power & Energy, Oil & Gas, Agribusiness, Hospitality, etc. As a strategic partner, they have allied to Portugal Fashion, following the Portugal-Africa collaboration.
MOBILITY PARTNER
SIXT is once again Portugal Fashion’s 50th edition mobility partner, responsible for providing several premium vehicles and transfer shuttles during several days of the event to the international press, buyers, mentors, Afreximbank entourage, CANEX designers and other special guests. SIXT had a pick up point next to the Neya hotel, and was essential to drive such a divergent team and public, from several national and international points.
INDUSTRIAL PARTNERS
Associação Seletiva Moda | ATP | From Portugal
For the 50th edition, some strategic partnerships were established between Portugal Fashion and entities such as the Porto Selective Association, ATP (Textile and Clothing Association of Portugal) and the From Portugal project. These partnerships allow Portugal Fashion to embrace all sectors of the fashion industry and create synergies between them, in order to strengthen the international dimension, the differentiation capacity and the competitive potential of Portuguese companies and products.
Lulubell is a consulting firm that offers services and tailored solutions for African luxury brands seeking to create and accelerate their business in global markets, while remaining conscious of the people they serve and the planet they inhabit. In this edition, they were responsible for articulating the connection between Portugal Fashion and the African designers that, under the CANEX project, integrated the runways (Main and Bloom) and the BrandUp of the 50th Portugal Fashion.
HOTEL
The Neya Porto Hotel is the official hotel of the 50th edition of Portugal Fashion. It hosted press and several influencers and guests who came to Porto. The offer of stays was essential to host such a diverse team, which in addition to extending, as usual, to people from all corners of the country, included again an African entourage of designers and their production teams. Its Viva Porto restaurant also served some dinners for parallel events to the runway shows.
TV
RTP was the partner television of the 50th Portugal Fashion, supporting the promotion and communication of the event.
RÁDIO
Antena 3 was associated with another edition of Portugal Fashion, promoting the official spot with a special broadcast.
MEDIA PARTNERS
Caras | Máxima | Modem | Porto Canal | Portuguese Soul | Quartely | Saber Viver
Caras, Máxima, Modem, Porto Canal, Portuguese Soul, Quartely and Saber Viver were the media that officially associated themselves with the event and closely followed all the action lived in Alfândega do Porto and other places of parades, from the backstage to the environment that integrated the warm public. The publications of the media partnerships were essential to give more amplitude to the project’s communication plan.
DIGITAL MEDIA PARTNER
AMAKA is a digital publishing house that presents diverse and nuanced stories for women from Africa and the diaspora. They provide a platform that highlights and maintains the diversity, dynamism and vigor of pan-African femininity. In this edition, they covered the action that includes African designers on the runways of Portugal Fashion.
MONITORING PARTNER
A long-standing partner, CISION walks alongside Portugal Fashion, monitoring the communication of the event permanently, both in the press and in the social networks. It is thanks to this Monitoring Partner that Portugal Fashion also evaluates all the impact of its action.
RESPONSABILITY PARTNER
The National Road Safety Authority (ANSR) joined once again the 50th edition of Portugal Fashion as the Official Responsibility Partner, with a campaign to raise awareness of the dangers of using a cell phone while driving. They were present with a simulator and challenged the guests to drive while writing messages on their cell phones. This partnership was once again supported by the designer Katty Xiomara, who launched pieces for her new collection focused on the theme of cell phone use while driving. The collection’s t-shirts and tote bags were marked with the message: “Driving? Phone Off!”.
BLOOM CONTEST SPONSOR
The 50th Portugal Fashion integrated in its programme several fashion shows under the Bloom project, dedicated to the promotion and support of new Portuguese fashion talents and, specifically, two shows associated with the BLOOM competition powered by Zeitreel Sonae. Portugal Fashion’s partnership with Zeitreel facilitates the launch of young competitors into the job market, through the retail brands that the Sonae group has in the national clothing sector. The fashion company of the Sonae group once again bets on the future, on talent and on training, providing an educational and professional experience to young designers.
BLOOM CONTEST SUPPORT
The Catholic Business School debuts as a partner of the 50th edition of Portugal Fashion, as part of the Bloom Competition prizes, enabling the winner to attend a post-graduation course in Fashion Management at its installations.
The Showpress agency is also part of the prizes awarded by the Bloom Competition, offering the winners its press advisory and showroom services for six months.
HAPPY PARTNER
The Café Lusitano was the place to relax and socialize on Friday and Saturday nights after the fashion shows. Known as one of the most emblematic spaces in the city of Porto, Café Lusitano made the 50th edition of Portugal Fashion even more memorable by organizing two after parties for guests of the fashion edition.
SUPPORT
The municipal company Águas do Porto is associated with Portugal Fashion under the campaign “Bebe Água do Porto”, a behavioral change program for the consumption of tap water in the city of Porto. Another bet on sustainability and good practices!
Bogani was present in this edition of Portugal Fashion with the necessary energy boost outside and inside the backstage. Bogani’s coffee was available at the event to delight and energize all the teams and public present at Alfândega do Porto.
The company Castelbel, specialized in the production of perfumed articles for the body and the home, has once again integrated the official gift bag of Portugal Fashion, providing luxury soaps to the guests of the event.
Companhia Portugueza do Chá is once again associated with the 50th edition of Portugal Fashion, presenting teas of various origins, which were included in the gift bags prepared for the event.
Define Design, a brand specializing in Product Design, allied itself to Portugal Fashion in the production of travel bag identifiers to be made available in gift bags. The brand privileges creativity, high customization, perfectionism in finishing, awareness and sustainability.
As the “new” accessory was not to be missed, Elastron was present at the event providing face masks to all the staff, models, production teams and the public. The masks with qualified protection and varied colors served all looks and were also included in the edition’s gift bag.
IQOS was present at the 50th edition of Portugal Fashion, bringing to the public its strategy of social and environmental sustainability and allowing the use of its products in the public spaces of the event.
United in the same space, Martin Miller’s and Schweppes were present at the 50th edition of Portugal Fashion to serve drinks to guests with access to the Gold room. The gin brand and the soft drink brand introduced their drinks to an audience that have not get tired of asking for more!
Metro do Porto has once again joined Portugal Fashion to promote the event on TV screens on board of the carriages, as well as in the metro stations.
MRôlo, a leading distributor of mannequins and commercial equipment for the fashion and retail industries, provided mannequins for the showroom of the 50th edition of Portugal Fashion, contributing to the exhibition of the designers’ pieces.
The Calçada Wines brand joined again the 50th Portugal Fashion to refresh the guests, serving premium wine in the edition’s Gold room. Quinta da Calçada’s cellars were founded in 1917, focusing on quality wines and sparkling wines.
The Portuguese brand Primor – Charcutaria Prima – joined Portugal Fashion to offer innovative ice cream and brownies to the public. The brand focuses on innovation and research, seeking new ways to evolve the state of the art and differentiation in the market where it operates.
Salsa Jeans, a Portuguese jeanswear brand born in the north of the country and known for its innovative denim products for all body types, had the important role of dressing all the staff of the 50th edition of Portugal Fashion. This task was completed in an excellent way with some totally denim jumpsuits for both genders. In addition, they produced the official tote bags of the edition and energized the brand in the Gold room and in the Brand Up of the event.
The shoes of the 50th Portugal Fashion staff were produced by the brand Sanjo. The staff had the opportunity to wear Sanjo sneakers during the four days of the event and experience all the comfort provided by the pioneer brand of sports footwear in Portugal, a long-time companion of the editions of the fashion show.
Red Bull was present in the spaces of the 50th edition of Portugal Fashion to refresh and energize the guests with its energetic and functional drink.
Re(veste) was responsible for the customization of the credentials of the 50th edition of Portugal Fashion. In addition to presenting its FW22/23 collection, the brand brought together the Re(veste) family to make the ribbons that make up the credentials of this edition, with the participation of collaborators, project participants, seniors and seamstresses. Sustainability was present through the reuse of credentials from past editions.
SoNatural, created in 2007, was present in the Portugal Fashion Showroom, bringing to the public its natural and nutritious juices. The brand prioritizes the quality of the final product and the quality of the ingredients that compose it, seeking to use fruits and vegetables in their natural state, 100% fresh.
To elegantly refresh the guests of the Gold room, Taylor’s joined the 50th Portugal Fashion event with the offer of one of the most recent novelties of the illustrious Port wine producing house. Launched in April 2021, Taylor’s Chip Dry & Tonic has emerged as the first ready-to-drink white Port & Tonic, in a can. Easy to carry, versatile and ready to be enjoyed anywhere.
EVENTS
AORP – Associação de Ourivesaria e Relojoaria de Portugal
AORP, the national association that represents the jewelry and watch sector, boosted the “Portuguese Jewellery Travessia” event at Sala das Ribeiras of the Porto Customs House, with a dinner presentation of the new international campaign launched at @expo2020dubai, and of the CROSSINGS exhibition, with the contribution of five Portuguese jewelry industries.
CONTRACOUTURA X SOHO KIDS PARTY @ PÉROLA NEGRA
After four days of great emotion, Saturday night was marked by a party at Pérola Negra after the event. The nightclub in the heart of the city of Porto received several guests of the 50th edition of Portugal Fashion.
From Lisbon to Oporto, the PRINÇIPAL magazine was at the event presenting the issue #27 to the public, at a special dinner at the Hotel Neya, dedicated to the launching of the magazine’s new issue. In addition, MODAPORTUGAL was also present at the event with a permanent showcase at Alfândega.
Casa do Design / MUDE — Museu do Design e da Moda
MUDE took the exhibition “Portugal Pop: Fashion in Portuguese 1970-2020” to the Casa do Design in Porto. The show brings together pieces that reflect a retrospective of half a century of national history. It includes pieces by designers who were present at the 50th edition of Portugal Fashion, such as Alexandra Moura and Alves/Gonçalves, and presents different perspectives of cultural and social evolution, reconciling fusions of new and old, rural and urban. A soft opening for the 50th Portugal Fashion edition was organized at the Casa do Design.
The NorteShopping Gallery, in Matosinhos, was the space for the exclusive exhibition “Bloom Talents by Portugal Fashion”, on March 18th. This show gathered creations from the winners of the Bloom competition powered by Zeitreel Sonae: Maria Carlos Baptista and Marcelo Almiscarado, and the designer awarded with an honorable mention in the same competition, Victor Huarte. This event included a brunch at the Bubbles & Pearls space, with a packed and varied menu available for guests.
