Soma Fashion Experience presented the launch of the 2024 summer season of the group’s brands in a show that impacted the guests Rio fashion takes over Cidade das Artes and presents the collections of the year
Grupo Soma celebrates the positive results of 2022 and the first quarter of 2023 with a major fashion event dedicated to wholesale customers, representatives and partners. This is the Soma Fashion Experience, an initiative of the group, which took place this Friday March 31, in Cidade das Artes, and aims to promote and favor the Brazilian fashion scene.
The event marks the launch of the 2024 summer season of Animale, Animale Jeans, Farm, Fábula, Foxton, Cris Barros, Off Premium, Maria Filó, NV, Hering and Dzarm – who have done activations and provided guests with unique sensory experiences to present their collections. In addition, the Soma Fashion Experience saw fashion shows from six of the group’s brands: Maria Filó, Foxton, Dzarm, Animale Jeans, Hering and Animale. The occasion included a meeting with major influencers, fashion opinion makers and other important business stakeholders.
The wholesale director of Grupo Soma and creator of the event, Thiarles Borges, has as its main pillar the celebration of the important results that the wholesale channel brings to the company. “It is an event of celebration and thanksgiving to all those who have built a phenomenal result with us. It is also a moment to promote and promote national fashion in a great event with important people, who move the Brazilian fashion scene,” he says he.
Grupo Soma reported a record revenue of R$5.6 billion and a growth of 32% compared to 2021, especially in the wholesale channel, driving the company’s growth with a growth of 46% compared to 2021.
News, shows, visual projections and surprises
The six brands – all from Rio de Janeiro – bet on overproduction and surprises to compose their shows and present their 2024 summer collections. Maria Filó opened the event with a fashion show featuring the ‘Balneário’ collection, signed by the new creative director of the brand, Maria Rita Magalhaes Pinto.
Subsequently, Foxton, the men’s brand of the group, showed a relaxed and light concept, bringing the art of dressing well to the Soma Fashion Experience. Actor Rômulo Estrela opened and closed the show. Then it was Dzarm’s turn, with Carol Trentini wearing the brand’s 2024 summer collection, full of surprising trends, both for men and women.
The fourth fashion show of the day is dedicated to Animale Jeans. The jeanswear brand brought young and artistic looks and inspirations to the catwalk. Hering, however, entered with a dance show, with the surprise presence of two MPB icons, as well as dancers and visual projections. In closing, Animale presented its collection and a show of elegance and impact.
Source: Terra
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