Lolita Zurita Hannud, owner of the Lolitta brand (with another) made her first knitted collection for her friends at the age of 12. At 26, in 2014, he made his debut at the SPFW. In 2025, with the Spring-Summer 2026 collection, called Seve/Felt, he returned to his essence and trajectory: he creates from the wire.
The presentation of the collection took place at the San Paolo Concept Store in mid -September and the “Fire Driver” reinforced the brand’s DNA: femininity, curves, pieces now structured now fluid; Sometimes closed sometimes with transparent plots.
Among the raw materials, the shirt; And the clear shades, like the white and smooth yellow of the weapons, were counterpoint to cocoa, raspberry, in addition to gold and silver. Among the highlights of the collection are the Aladdin or Harem trousers and the peplum of life, which are current trends, but have always been part of the Lolitta repertoire.
See the exclusive interview of the designer a “They on the red carpet”
They have on the red carpet: your vision/felt collection is a return to the past. Why are this return and what elements of its beginning are there?
Lolita Zurita Hannud – About a year and a half ago, we started a creative renovation process with the aim of reconnecting the brand to its essence: sophisticated knitted pieces, with autocial design and impeccable finish. The Vista/Felt collection represents this return to the origins, focusing on a more accurate curative and a leaner mix, strengthening our commitment for exclusivity and authenticity. It is a celebration of our DNA: fashion made with soul, purpose and a unique aspect.
They on the red carpet – You did your first collection at the age of 12 for school friends. What would you say to Lolita of that time and Lolitta today, almost 25 years later?
Lolita Zurita Hannud – I would say to rely on your instinct and continue to travel an authentic path. Passion and intuition have always guided me and remain to date.
They on the red carpet – His debut on SPFW was at 26 years old, in 2014. Since then, what has changed in the luxury knitwear market in Brazil?
Lolita Zurita Hannud – The market has undergone significant transformations. In 2014, there were few copyright brands in Brazil and the scenario was dominated by traditional names. Today, with the strength of social networks and the progress of technology, the rhythm of consumption has changed: the customer wants immediate access to information and product. This has increased the emergence of new brands, but also increased the incidence of copies. The space for truly copyright creations has become even rarer. Our challenge was to maintain originality in a faster and more competitive market, without giving up the excellence and exclusivity that have always defined us.
They on the red carpet – What trends have been incorporated into your collection do you think they will stand out in the summer?
Lolita Zurita Hannud – In Lolitta, we give priority to the authorial creation above the trends. We develop parts that reflect our identity and our values, focused on exclusivity and longevity. However, fashion is cyclical – and elements that have always been present in our collection, such as Peplum and Aladdin pants, will reappear hard. These are pieces that have marked our first participation in SPFW and now return to the scenario as a trend. This validates the consistency of our aesthetic language and strengthens that we are on the right road, always in advance of our times.
Look at other photos of the fashion shows
Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
