My personal nod to Election 2008. Photo source: Adrants.
Tufi Duek, arguably one of the top designers from Brazil at the moment (save Alexandre Herchcovitch who also designed for Zoomp), is at the helm of Forum Jeanswear, which made international headlines a couple of years ago for its controversial fashion ad in which topless models punch out corrupt political officials. Rio de Janeiro-born Duek is also the creative director for Triton,
his other label which focuses more on the younger demographic, with its decidedly glam-punk 2009 collection. If I’m ever in SA?o Paulo, I must, must, must carve out dedicated shopping time to Forum!
Evandro and Ivete. Photo source: Forum.
Some say Brazilian fashion (and everybody else) merely copy the Europeans, but I beg to differ. Many high-fashion jeans from Brazil are marketed with a European and more international customer in mind. However, SA?o Paulo-based Forum, which also happens to be a top denim brand, remains pretty close to its Brazilian roots in order to retain a strong brand identity for the international market. Their model-muses, Evandro Soldati (male supermodel) and Ivete Sangalo (Latin Grammy artist), are both brunettes, in contrast to other Brazilian denim companies that mostly feature blondes. And, Ivete is built more curvy (and a tad bit older) than the usual runway model.
Fashion from Brazil is much more lively, as exhibited in the in-your-face colors and patterns that reflect the attitude and confidence of its people. I love my muted tones, so I would have to really get out of my minimalist shell to embrace Brazilian oranges, purples and even dizzying moirA© patterns! Denim jeans from Brazil also have a distinct, Latin identity as well. If it isn’t bling, it’s another thing — detailing in the pockets, extended side tab closure (to close the back gap for curvier figures), and lots of zippers. This year, Forum’s denim line is quite tame, in contrast to its ready-to-wear line.
Forum Jeans: Rio Hot, Hot, Hot!
Star appeal: A favorite of Meg Ryan, Mariah Carey, Jennifer Lopez, Britney Spears and many others.
Origins: Based in SA?o Paulo, Brazil.
Widely made for the Brazilian figure, but likely resized for the
international market. Forum also makes tight butt jeans for men.
Gimmick: One word: Evandro.
Denim appeal: Everyone under 50 wears jeans in Brazil year round. You’d be uncool to not slip into a pair of Forums.
To get your dose of Forum denim, look for Forum by Tufi Duek at
select Nordstrom or Saks Fifth Avenue stores nationwide. For Triton,
check out selections online at Bluefly.
– Kathy Ng Hassan
Denim Watch – Brazil Edition: Brazilian Buffet of Denim Delights
Denim Watch – Brazil Edition: Jeans for the Curvy Woman