AT THE FOREFRONT WITH TRADITION

The traditional embroideries of the northern region of Portugal, more precisely from Viana do Castelo, commonly used in carpets, have been reinvented by Emar and are part of the new swimwear’s collection that the Portuguese brand is presenting in this return to Mode City.

Designer Bi Neves, responsible for Emar’s collections, has inspired herself in the traditional tapestry of the city of Viana do Castelo to create models that combine tradition and modernity, where the trendy colours are on the spotlight.

The Portuguese brand is back to Mode City, also featuring its three lines: Emar line, more classic and sophisticated, to women between 30 and 50 years old that elect the elegance even at the beach; Bodycontrol line, with reinforced Lycra in swimsuits which enable a more shaped body; and Miss Emar line, for irreverent teenagers, passionate about fashion and that demand colour in their bikinis.

«We are a high-end brand, we use the best materials in the market, which are bought in the same suppliers of major international brands, but our products have more affordable prices», reveals Fernando Silva, brand’s salesman. With this presence at Mode City, the Portuguese brand pretends to reinforce its international presence both in its biggest market, Spain, as in France (where is giving its first steps), as well as entering in markets such as Denmark, Germany and Russia. «We want to conquer more markets in Europe», indicates Fernando Silva.

Iora Lingerie, on its side, will present «a collection fresher and lighter than ever», unveils Cristina Flores, sales director of the Portuguese brand of sleepwear, which has in France its major market.

As novelty, besides the introduction of the trendy colours of the season – coral and turquoise blue – Iora Lingerie is also launching a new line with sets of robe and nightgown or pajama and robe, perfect to carry in the luggage to faraway destinations.

The collection is complete with comfortable knits and delicate and soft laces, which create ultra-feminine pieces. «The Spring/Summer 2012 collection covers a wider range of ages, is younger than usual and is even more modern», believes Cristina Flores.

Besides Emar and Iora Lingerie, the Portuguese presence at Mode City also includes Figfort, a specialist in lingerie produced entirely in Portugal, whose collections reflect concepts such as seduction and comfort for the modern woman.
 
At Interfilière are Fitor – which exhibits its potential in yarns, especially polyamide yarns with functionalities such as thermal regulation, moisture management and antibacterial properties – and Fernando Valente, specialist in knits for lingerie, sportswear and beachwear.

The participation of these Portuguese companies at Mode City is an initiative of Associação Selectiva Moda, with the support of EU funds (Qren), inserted in the project From Portugal. Associação Selectiva Moda is an entity that promotes the internationalization of the Portuguese companies and for 2011 has a 61 international actions program in 26 different markets, directed to yarn, fabrics and accessories, fashion, home textiles and decoration and technical textiles, with an investment of 7.43 million Euros.