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By
AFP
Published
Nov 4, 2013
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Pedro Lourenco: the fashion talent out of Brazil

By
AFP
Published
Nov 4, 2013

Pedro Lourenço

SAO PAULO, Brazil - Barely four years after he first appeared at the Paris fashion show, then aged just 19, Brazilian designer Pedro Lourenco has made a name for himself both at home and abroad.

Late last year, the US Forbes magazine included him on its annual list of 30 under-30 young talents who made their mark in fashion, education, music, science and health, sports or technology.

Along with American Alexander Wang, the creative director at Spain's Balenciaga fashion house, and US twins Ashley and Mary-Kate Olsen, the designing duo of fashion line The Row, Lourenco is now one of the most talked-about names in fashion circles.

He was born in a "fashion family", as the son of designers Reinaldo Lourenco and Gloria Coelho, which explains his familiarity with business.

In fact, he began designing at the age of 12.

Modernity and tradition

"To work in fashion for me is like breathing," he said in Sao Paulo as he presented his 2014 collection at Latin America's premier style event.

Inspired by the Portuguese-born Brazilian samba singer Carmen Miranda, a cinema and music icon of the first half of the 20th century, his collection has already been featured in Paris in early October.

References to pineapples and butterflies along with a combination of techniques such as hand embroidery and laser cuts provide an air of both modernity and tradition which, according to Lourenco, is what he wants to explore.

Pedro Lourenço SS14

"We have to do things for the times we are living in," he said backstage. "I adore making a synthesis. Put everything in the blender, mix and get something new," he said.

"We are a bit trite. I feel that technological development is missing and I am interested in probing the fusion of high technology and couture to create something new."

Out of Brazil and ready to conquer the world

Lourenco is young, handsome and is reputed to have a bad temper. During the show, he refused to be photographed or videotaped and afterwards met with reporters but only to talk about his collection.

Renowned Brazilian fashion consultant Gloria Kalil a few years ago described him as a "spoiled brat".

Lourenco, one of the few Brazilian designers known abroad, is based in Sao Paulo but his goal is to set up shop in Europe.

"I am really keen on moving here (Paris) and I want to focus all my energy toward this goal next year," he said in the French capital after presenting his collection.

"I am globalized", said the young Brazilian who completed his training in France.

He adorns his garments with crepe, tulle, suede, organza, leather, wool and lame, using elaborate material from Italy, Switzerland and also Brazil.

His pieces give the body a bare, sensual quality with which he says he identifies.

"I like to pay tribute to Brazil and I love the sensuality of the Brazilian woman," he said.

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