Associação Selectiva Moda
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Portuguese brands take design and many novelties to London

Preparing to attend another international trade show, the From Portugal entourage is packing its bags with many novelties, with which it promises to surprise the English public and the international visitors. In London, between February 10th and 12th, the Portuguese brands will be at Pure London presenting the best of the Portuguese design.



It is one of the main British trade shows and the Portuguese brands could not miss it. Even with the international turbulence, the United Kingdom continues to assert itself as one of the Portuguese industry’s target markets, not only for the business turnover, but also for its ability to dictate trends throughout the world.

Between February 10th and 12th, Beppi, Boon and Little Nothing will be present at Olympia, London, to participate in Pure London, with the support of Associação Selectiva Moda’s "From Portugal" project. At the fair, the brands Lion of Porches, Orfama and Temasa will also be present.

From clothing to accessories, the Portuguese companies promise to take advantage of their presence in one of the great European capitals to present their biggest innovations.

At the fair, about 10,000 visitors are expected, among buyers, designers and other professionals from the fashion world. Faced with such a wide audience, it is fundamental to make a difference, and this is the strategy of the Portuguese exhibitors.

"We are taking to London our new Autumn / Winter collection, made up of women's clothing, in a more formal style", explains Maria Bastos, Boon’s representative, a Portuguese fashion brand that stands out for its connection to the fine arts. Each new model is inspired by the works of the painter Filipa Sáragga, a creative process that results in pieces with a unique and contemporary style.

The fine arts are also in the genesis of Little Nothing, a Portuguese jewellery brand that will present a new collection in London. "The new pieces are inspired by nature and emotions, so they are organic, irregular and simple. They are unique pieces", explains Paula Castro, artist and founder of the project.

Regarding footwear, Beppi wants to stand out for its new Autumn / Winter collection, with which the company has deepened its internationalization project, having already been present at several fairs, such as the recent Copenhagen International Fashion Fair, in Denmark.

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.