Luminosidade (a company of the InBrands Group) and the ABC Group have announced a new association, through the company Maior (part of ABC Group), dedicated to lifestyle and entertainment. This will enable significant expansion of the current Brazilian fashion platform – including entertainment, attitude and contents generation for the areas of events, communications, new media related projects and trade fairs. This kind of investments in Brazil are contributing to the growth of São Paulo and Rio de Janeiro at the Worldwide ranking of “fashionable cities”. This year São Paulo entered the Top 10 list of fashion capital of the world, upping 25 positions to the 8th place of importance, according to the Global Language Monitor . Rio de Janeiro went up 12 positions and is now the 18th top fashion capital of the world.
Amongst the events now under Luminosidade’s management are São Paulo Fashion Week and Fashion Rio, as well as Rio-à-Porter, a fashion and design trade fair which will be held in January 2010. With the alliance, Luminosidade is now responsible for the fashion and lifestyle events currently promoted by Nizan Guanaes’ group, such as Rio Summer.
Thus, the Official Calendar of Brazilian Fashion, which included the biannual editions of SPFW and Fashion Rio (incorporated since April 2009), can also coordinate the high summer launches. Each event will have its own identity, with precisely defined concepts – all within a converging platform created to expand the boundaries of national fashion and insert the segment on the agendas of the country’s economic and industrial development and cultural entertainment production, as well as in the international scenario of global markets.
Paulo Borges, President of Luminosidade, considers this association “an important moment towards the consolidation of a project that began 15 years ago, to structure Brazilian fashion within a global and increasingly competitive market.”
For ABC, the association with Luminosidade consolidates the group’s operations in the area of Contents & Entertainment, shaped and dimensioned by the launch of Maior earlier this year. Presided by Paulo Zottolo, Maior focuses on the segments of conferences & seminars, gastronomy and general entertainment including proprietary and union events. “It is a premier platform that embraces a wide range of segments – from fashion to automobile racing – as in Stock Car racing; and from seminars to yachting. This area of our group rapidly grows, as events increasingly become content generators”, stated Nizan Guanaes, founder and chairman of the ABC Group.
To InBrands, the partnership represents a strong coalescence: “We are very enthusiastic to combine efforts with ABC, one of Brazil’s most prominent creative groups. InBrands considers this association as a statement in regards to the incomparable quality of Luminosidade’s fashion contents, as well as a tribute to the staff’s execution ability,” declared Gabriel Felzenszwalb, president of InBrands.
Photo : Salinas Beachwear Spring 2010 collection – Courtesy of Salinas Beachwear
