PORTUGUESE BRANDS ASSERT THEM IN PARIS: WHO’S NEXT

As the leading international show for women's fashion, the Who's Next universe is returning to Porte de Versailles in Paris to present the latest trends in women's fashion (Who's Next), accessories (Bijorhca), lingerie (SIL / Interfilère) and also sustainability (Neonyt) and premium innovation (Impact & Traffic). Subdivided into several sub-events, Who’s Next brings some of the most renowned brands in the world to the French capital. Among them, as is already usual, a dozen Portuguese brands committed to taking the good name of Made in Portugal further.

The internationally known Lemon Jelly is one of the cases which, explains José Pedro Silva, marketing director, considers participation in Who's Next “essential for affirmation in the European market, particularly the French one, where we have a robust position that we want to maintain and stimulate.” Certain that this event has contributed to “fulfilling the strategic role we give to these markets”, the marketing director recalls that “the sensory component is critical in our marketing mix and our concept, starting with the lemon scent, and this is something that we can only fully bring to our relationship with potential customers in person. By being present, we guarantee the ability to present our brand and the news we bring for this season, in direct interaction with those who, in the future, can help us expand Lemon Jelly around the world”, adds. As for the collection, the Portuguese brand will take to Paris not only classic models, such as rain boots, with new finishes and colors, but also invest in more daring models “with a distressed effect and metallic elements, we are also expanding the offer to the male public with new unisex models, and in the accessory segments, with socks and rain ponchos, also with models for men and women”, says José Pedro Silva.

A faithful participant in the Salon International de Lingerie (SIL) et Interfilière, Iora Lingerie reinforces its positioning in yet another edition. “It is a fair that we have been participating in for around 19 years, and where we have several loyal customers and where we can find more worldwide”, says Cristina Flores, who in addition to the French market, hopes to win more customers from countries such as Germany and Belgium. Focused on expanding the Iora Lingerie brand worldwide and certain that participating in SIL will contribute to this achievement as it receives “customers from all over the world”, Cristina Flores recalls that “our collection always has the same spirit of comfort and elegance characteristics. This year we bet on colors like dusty rose, aqua green, and taupe”.

Mira Sleepwear is also excited about participating in SIL, which will participate in the Parisian event for the second time. “This will be our second consecutive participation in SIL, although we already participated between 2005, and 2010. Based on our experience, we think that fairs are playing an essential role in making new contacts and maintaining existing ones in a generation that is so digital, face-to-face opportunities are becoming fewer and fewer, we have distributors and agents that we do not know personally, SIL ends for being a meeting point to discuss feedback and bring our relationships closer”, considers Tiago Carneiro Rodrigues. With a strong desire to work in the already conquered French market and to reach customers in Northern Europe and Scandinavia, Mira Sleepwear will present a collection in Paris that stands out for its “comfortable pieces, using premium fabrics and innovative designs. Also not leaving our essence aside, we will promote our "timeless classic" line where traditional nightshirts, pajamas, and lieuseus appear with embroidery and lace details. The star products in this collection are the pajama sets, robes, and nightgowns in satin and modal designed to offer comfort and elegance when we are most at home”, summarizes.

The participation of Portuguese SME companies in Who’s Next is an initiative by Selectiva Moda and ATP – Associação Têxtil e Vestuário de Portugal, which aims to promote the internationalization of Portuguese companies in the Fashion sector. The From Portugal project is co-financed by the European Union, within the scope of Portugal 2030, through the Compete 2030 – Innovation and Digital Transition thematic program.