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Lessons in Style and Masculinity: How Brazilian Men Can (and Should) Learn to Love Homegrown Men's Fashion By João Paulo NUNES, London Editor

Lessons in Style and Masculinity: How Brazilian Men Can Learn to Love Homegrown Men's Fashion

By João Paulo NUNES
London Editor

[London], June 30, 2014 - As the collective attention of men worldwide turns to the football matches of the 2014 FIFA World Cup in Brazil and to the concurrent men's fashion showcases of the year in London, Florence, Milan and Paris, João Paulo Nunes wonders why the major global sports event confirms Brazilian men's simultaneous sense of patriotic pride and rejection of the national creative potential on the menswear front, while secretly admiring fashions and styles originating abroad.

Alexandre Herchcovitch Spring/Summer 2015, Photo Courtesy of FFW João Pimenta Spring/Summer 2015, Photo Courtesy of FFW
Alexandre Herchcovitch Spring/Summer 2015, Photo Courtesy of FFW João Pimenta Spring/Summer 2015, Photo Courtesy of FFW

A few months ago, on a sunny humid morning, I joined the crowds that slowly started gathering outside a gigantic temporary pavilion in São Paulo's newly built Cândido Portinari Park to attend the 37th edition of São Paulo Fashion Week. Once inside, and as I rummaged through my bag searching for my journalist accreditation pass, I noticed a camera crew walking intently towards me with a producer leading the cavalcade with a smile and microphone in hand. After they took a minute to explain that they were capturing the street style of men attending the fashion event, I authorised them to film me being interviewed about what I was wearing.

R.Groove Spring/Summer 2015, Photo Courtesy of FFW R.Groove Spring/Summer 2015, Photo Courtesy of FFW
R.Groove Spring/Summer 2015, Photo Courtesy of FFW
To me, this clearly felt more like a routine exercise for a report piece by fellow professionals than about my proficiency on the style stakes. However, when the fashion commentator standing next to me started highlighting to the camera that my plain cotton block-fabric black and white shirt, black slim jeans and silver trainers were a combined example of originality against the landscape of Brazilian menswear, I began to wonder about Brazilian men's sartorial taste, style and purchase habits. After all, I was wearing plain high-street London clothes in a country currently renowned for commanding one of the fastest growing economies in the world, and whose profits from the fashion industry alone have grown at an impressive 300% rate over the last decade. In a 2013 report, IBOPE (the Brazilian Institute of Public Opinion and Statistics) revealed that the country's fashion industry was then worth a record 140 billion Reais (or over 62 billion US dollars), with menswear attaining growth rates never witnessed in the history of the country...read the full article


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