Globo launches digital fashion program with Beatriz Reis

Globo is implementing a new commercial strategy to leverage the social media popularity of its talents by producing content specifically for digital platforms. The broadcaster is preparing “Moda à Brasileira,” a fashion program hosted by Beatriz Reis, also known as “Bia do Brás.”

Rather than airing on a traditional television channel, the series will be hosted on Reis’s Instagram account. The project consists of three five-minute episodes released weekly. The program will follow fashion students as they transform discarded materials—such as scraps from the Brás district, leftover fabrics, and unused stock—into new clothing items.

Reis, who has approximately 5 million followers on Instagram and is managed by Globo’s influence marketing arm, ViU, will participate in all stages of the creative process. The initiative aims to capitalize on her background in the Brás commercial district and her interest in fashion customization.