Brazil expands presence at Paris Fashion Week through brands and celebrities

During Paris Fashion Week, Brazilian influence is prominently displayed through both commercial participation and celebrity presence. Eighteen Brazilian brands are set to showcase collections at the Splash and Premiere Classe fairs, supported by Fashion Label Brasil, an internationalization program by ABEST and ApexBrasil. These brands cover premium resortwear, accessories, and footwear.

In a major institutional move, L’Oréal Paris has doubled its Brazilian representation at the Le Défilé event. Celebrities Taís Araújo, Anitta, Liniker, and Bella Campos walked the runway in front of the Eiffel Tower, sharing the stage with international figures like Kendall Jenner and Viola Davis. This strategic presence reflects Brazil's growing importance as a key market for L’Oréal, which is using the event to test new digital sales strategies involving TikTok Shop and live streaming to connect the French event with Brazilian consumers.

Amidst the fashion festivities, singer Anitta has shared personal reflections during press conferences in Paris. She discussed the aesthetic pressures that led her to undergo plastic surgery early in her career and her ongoing journey with hair texture transition.