Associação Selectiva Moda
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From bags to the bed, jute arrives to another level by the hands of Lameirinho

From bags to the bed, jute arrives to another level by the hands of Lameirinho. The Portuguese company introduces at Heimtextil a new collection where this ecological raw material is in the spotlight, thanks to new treatments and special prints.

Innovation is always the dominant accent of Portuguese companies, as it shows Lameirinho. The company, one of the Portuguese biggest groups specialized in bed linen and which has, besides own labels, the license for brands as Ana Salazar Home by Lameirinho, Agatha Ruiz de La Prada, Antonio Miro, Purificacion Garcia, Winx and Miffy, premières in this edition of Heimtextil a new line in jute, a sustainable material, once its culture does not demand fertilizers. Used traditionally in bags, jute transfigures itself now into an excellence decoration article in home textiles.

A return to origins and to natural materials also mirrored at The Portuguese Tex’Style Forum, where 25 Portuguese companies reveal the trends in home textiles for 2011.

In this forum, of the responsibility of Alexandrine Cadilhe, on trends, and decorated by Magda Varela, who also works for the group LVMH, two themes dominate the proposals: Nature Refuge and Multipatch. «Nature Refuge is the superiority of Mother Nature, a beauty without transformation, with fantastic patterns, colours and textures», reveals Alexandrine Cadilhe. Natural cotton and linen are part of this trend. Multipatch, on the contrary, is a colour explosion and the junction of materials that, although traditional, are transfigured thanks to ultra-technologic finishing and techniques. «It’s an actualized vintage with more technical materials and finishing that make the articles easy to maintain. It’s a highly treated patchwork, extremely chic, with a presentation very rich in terms of colour, with purple, orange, turquoise, yellow and lime green», adds Alexandrine Cadilhe.  

Besides the Forum, companies also show in individual stands their proposals, as Mundotextil, specialist in terry, that presents its new collections of the brand Centa-Star and the license Buchara, that has allowed it to grow 7% in exports in 2010, thanks to big consumers as France, England, Spain and Italy, and the penetration in new markets, as Russia or the North of Africa.

From January to October, the exports of Portuguese home textiles rise 6.6%, for a total superior to 360 million Euros. Among the main markets for the Portuguese home textiles are USA, France, Spain, United Kingdom and Germany. 

The participation of these Portuguese companies at Heimtextil is an initiative of Associação Selectiva Moda, with the support of EU funds (Qren). Associação Selectiva Moda is an organization that promotes the internationalization of the Portuguese company and for 2011 has a program of 61 international actions in 26 different markets, directed to areas as yarns, fabrics and accessories, fashion, home textiles and decoration and technical textiles, with an investment of 7.43 million Euros.