Associação Selectiva Moda
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Fashion "From Portugal" presents novelties in London

London is the next stop on the "From Portugal" entourage’s international route. Between July 21st and 25th, the Portuguese industry promises to impress the international markets by presenting the best of fashion and design.


It is one of the most iconic fashion weeks in the UK and the Portuguese industry promises to stand out. At Pure London, between July 21st and 25th, Portugal will be represented by a strong delegation of Portuguese brands, showcasing their latest novelties to international buyers, in the first two days at Pure London and Scoop, and in the last days at Jacket Required.

Ambitious Shoes, Concreto, Kleed Kimonos, Minga London and Valérius are the companies that comprise the Associação Selectiva Moda’s "From Portugal" entourage, aimed at promoting the Portuguese industry in international markets. At these fairs, thousands of visitors are expected, especially from anglophone markets, but also buyers, agents and distributors from around the world.

A clear proof of the importance of the British fair is the diversified bet of the Valérius group, which in addition to the brand Concreto, will also present its potential as a manufacturer. "We are going to approach the market in two ways. In the Private Label, through our stand, and as a brand, with Concreto," explains Teresa Marques Pereira, the brand general manager.

In the case of the brand Concreto, the company will present its new spring/summer 2020 collection. "We have high expectations. We hope not to fool ourselves! Our target market is the United Kingdom and Ireland, and we already have several scheduled meetings," says the company's representative.

Still in the clothing department, Minga London will also present some novelties. With an informal style marked by the words "Love, Style, Inspiration", the brand promises to present new street wear models for women.

In the Loungewear/Resortwear sector, Kleed Kimonos present their new kimonos, pyjamas, kaftans and dresses that combine a passion for fashion with the protection of African wildlife and the most sustainable principles.

Regarding footwear, Portugal will be represented by Ambitious, a brand of sneakers from Guimarães. Specialized in casual models with a contemporary design, the brand will seek to attract new international buyers in London.

The Portuguese companies participation in Pure London is an initiative of Selectiva Moda and ATP - Textile and Clothing Association of Portugal, which aims to promote the internationalization of Portuguese fashion companies. The project “From Portugal” is co-financed by Portugal 2020, under Compete 2020 - Operational Program for Competitiveness and Internationalization, with an eligible support amount of €12,118,285.17, of which €6,695,352.55 comes through the European Regional Development Fund.