BANKING ON BRAZIL: Farfetch is training the spotlight on Brazilian design talent with a new shop that stocks 15 of the country’s hottest brands. Destination Brazil will launch as a shop-in-shop on Farfetch.com on Wednesday, with labels such as Osklen, Martha Medeiros, Lenny Niemeyer, Patricia Viera and Giuliana Romanno. The timing is meant to tie in with this summer’s World Cup in Brazil, and Farfetch will be promoting the project with dedicated editorial and fashion shoots on the site. “It’s the first time on the site that we’re giving Brazilian designers a presence outside Brazil,” said José Neves, the company’s founder and chief executive officer. “We’ve been operating a local version of Farfetch in Brazil with 90 designers. And we have 50 people in our office in São Paulo. But we’ve been selling to Brazil only and exploring the domestic market.”
Of the 90 designers, Neves said he and his team chose 15 for Destination Brazil, based on their potential appeal to a global audience. “A lot of the labels are atelier-based and ethically sourced. This is not mass fashion but luxury made in Brazil,” he said. Some of the designers will be in London this week to launch the project, meet with local retailers and visit the Farfetch offices.
This story first appeared in the April 29, 2014 issue of WWD. Subscribe Today.
Neves said Brazil has been a vibrant market for Farfetch. While there are no immediate plans to replicate Destination Brazil for designers in other markets, Neves said his message is clear: “I want to show how the Internet — and Farfetch — can be a platform for different geographies,” he said. “We’re not a London or New York-centric group of buyers. There are 25 countries represented on Farfetch.”