Brazilian Businesswomen Succeed Abroad

The bikinis on these pages are not on the catwalks of São Paulo Fashion Week. Rarely can be seen in the sands of the north coast of São Paulo or in the disputed Posto 10 of Ipanema, in Rio de Janeiro. The beach of these pieces is another. You might as well find them under the sun of Saint-Tropez, France, Capri Island, Italy, or the most exclusive resorts in Brazil. Well away from any agglomeration or corn vendor. No, this is not a beach line of international brands, they are all, yes, “made in Brazil”. Made by well-born paulistanas that circulate in the elegant and detached wheels of the city.

Amalia Spinardi, 40, was the pioneer of this lineage. She created Jo De Mer while enjoying her pregnancy in a gap year. This was in 2004. A former fashion editor and passionate about bikinis, she could not find sizes that would accommodate the transformations of her body. “I started to use models that I bought in Europe, because in some places, like in Capri, I even use the typical Brazilian bikini,” he says. For Amália, the dress code of these places demands a little more elegance and cloth and details like metal rings and metal tips according to bombebikini.
Bingo! Amalia had just discovered a niche still little explored by the national fashion market. Although, according to the Institute of Studies and Industrial Marketing, Brazil exported in 2007 about 3 million bikinis. There are still few brands in this niche, the luxury beach line. They are collections with accessories such as scarves, 100% cotton or 100% silk caftans to make up the elegant look of those who leave the beach and go to lunch by the sea. Nothing that resembles a kangaroo wrapped around the waist.
“In Europe, it’s a bad idea to wear the typical brazilian bikinis. The fashion there demands more cloth” – AMALIA SPINARDI, businesswoman
At the time, she was married to jewelry designer Jack Vartanian, who has her own store in New York and sells her collections at Barney’s in Chicago, Los Angeles and New York. His American public relations thought that, in addition to his bikinis, Amalia had a good story to tell. “As a fashion editor for a teen magazine, I had worked with all the supermodels early in their career and mine,” he says. With this appeal, Jo De Mer won the pages of Vogue Americ and soon fell under the patronage of actress Julianne Moore – who was in Brazil for the release of the film Blindness took two models – model Gisele Bündchen and many Brazilian socialites who spend the summer in the most elegant (and expensive) spas in the world. The classic model of Jo De Mer, Val (by Valentino, the Italian designer), a top with a hoop in the middle and larger panties, is sold in Brazil for about $ 200. In New York, it is found for up to US $ 198. If we think that a model with the Pucci brand, the Italian designer of the classic ultra-classic geometric prints of the 1960s, costs an average of US $ 250, our bikinis are well-known in the foreign market.
Similar story has Vanda Jacinto Goulart, 29, and his Beach Couture. After a four-year stint in London, she could not find comfortable bikinis with distinctive fabrics. “Lenny ( stylist from Rio ) did this here in Brazil, but for an older audience,” he says. He began to work out the pieces, got in touch with a London representative and in the first collection he sold a thousand bikinis to Greece. The company is in the third collection and its focus is the foreign market. It has points of sale in the Middle East, Ireland, Greece and London, in the trendy Top Shop, where a bikini costs on average 150 euros. In Brazil less than 10% of the pieces are sold, sold in Daslu and in the NK Store. To meet the demand from abroad, it has created a cheaper brand, which uses less noble fabrics and is made in China.
Giuliana Romano, 32, and her partner, Fabiana Delfim, 33 (Fabiana is the daughter of former minister Delfim Netto). The Mare line, by Giuliana Romano, will be released with only 12 pieces of each size. It has exclusive prints, gold studs or handcuffs as an ornament, which carry the signature of Jack Vartanian. The export is under the command of Fabiana, who for 12 years worked in the financial market and decided to set up the business itself. Luxurious. “Our bikini is for women who travel, who have fashion information and like different finishing,” says Giuliana, responsible for the creation. They believe that the audience that pays $ 200 for these plays is similar to them. “I just got back from Saint-Tropez and everyone was wearing saruel ( slacks of Asian origin ), so we put them in the collection,” says Fabiana.
It is likely that the publicist Nizan Guanaes does not know exactly what is a model saruel pants, but, aware of this movement, he created a fashion week for Brazilian bikinis, Rio Summer. The parades will be held in the Copacabana Fort, from November 5 to 8. The halls of the Hotel Fasano will serve as a base for the showrooms of the brands, where international buyers should do business for luxury magazines like the English Harrods and Selfridges.