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Portugal Fashion returns in July with a new concept and strategy
The event that highlights Portuguese creators (and not only) starts to happen only once a year.
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Lifestyle Moda portuguesa
During the month of February, as well as in the beginning of March, fashion weeks take place in multiple world capitals, and the calendar includes two events in national territory: ModaLisboa and Portugal Fashion. But, this year, the latter did not happen, after an edition with many challenges.
And now, ANJE - National Association of Young Entrepreneurs, the entity responsible for the event, and Portugal Fashion have decided to change strategy, as well as the concept. This national fashion week will now take place annually and the premiere of this new calendar will happen this year: between July 1st and 6th.
This is "a plan that has been in the making since 2021, when the pandemic forced us to rethink business models and ways of being", we can read in a statement.
Therefore, with this change, "Portugal Fashion aims to reinforce the capacity and potential that the North of the country has in being a huge creative 'hub', not only in the fashion industry, but also in other arts (music, cinema, architecture, plastic arts, etc...), also adding the modern Portuguese identity and the unique lifestyle that deserves to be worked on and shown".
In terms of concept, the event will now be "a creative festival, which aims to establish itself as an anchor tourist event (creative and industrial tourism), with a great focus on designer fashion (fashion shows and presentations), but always bridging it with the various dimensions of the fashion ecosystem (industry, innovation and sustainability, training, distribution and community)".
They chose the month of July in order to "preserve the alignment with the calendars of the main international fashion weeks, so that there is no overlapping of dates and access is possible for the press, 'buyers', 'stylists', and other fashion professionals".
In addition to all this, under this new concept, "Portugal Fashion aims to become an international 'umbrella' for all Portuguese fashion". This means that they intend to "create a 'board' of international experts, responsible for selecting the brands and designers supported abroad (in an application process open to all brands and designers based in Portugal), with this 'board' also being responsible for monitoring the evolution of these same brands and designers: management, sales and points of sale, communication, marketing, growth, and various other topics relevant to strategic positioning".
Leia Também: "ModaLisboa is the project of my life. We were the match that sets fire" (Portuguese version)
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