Brazilian organic cotton presented for the first time in Berlin, Germany
Brazilian brand Natural Cotton Color presented for the first time a sustainable collection at Premium Berlin, Germany. The largest contemporary fashion fair in Europe, Premium realized on July 7th to 9th a completely new fashion event concept approaching the brands to the end consumer.
Francisca Vieira, the Natural Cotton Color’s CEO, exhibited a collection with an emphasis on Denim Green, Brown, and Beige. These are the natural colors of certified organic cotton that is already grown colored, without the use of any additives or dyes. Cotton is grown in Paraíba, in northeastern Brazil, in a dry area, where rain is rare. Even without irrigation, cotton crops supply Natural Cotton Color as well as other textile companies in Brazil.
The pieces are presented in tailoring cuts and timeless designs that suit various uses. Such as Happy Hour, Business Meetings, Ceremonies, or Parties. The sustainable fashion brand has manual finishes that position the collection in the luxury segment. “The clothes have interventions of the crafts of Paraíba. Lace and embroidery are produced by women in local productive arrangements,” she explains.
In addition to the sustainable concept, the company has stood out for innovation with the development of new yarns and fabrics. In addition to the exclusive colored Denim, which uses no dyeing, Natural Cotton Color presents on Premium Berlin fair clothes in exclusive jacquard, composed of colored cotton and silk. Premium is also the right stage to spread the brand philosophy.
“Germany is one of the leading countries in organic food and sustainable clothing consumption, we believe this market is both open and mature, based on our know-how in these segments,” Francisca stated.
Premium will redefine the future of fashion fairs
Premium Berlin presented a mix of fashion, business, content, and entertainment. The giant exhibition space, with about 160,000 m2, was received from global players to small, sustainable, and innovative fashion brands.
This is a milestone that should redefine the fashion fairs of the future by bringing together B2B (Business-to-Business) and D2C (Direct-To-Consumer). “We created a holistic fashion ecosystem that is proof of the future,” as commented by Anita Tillmann, Managing Partner of the Premium Group. The event is aware of urgent demands such as climate change and emerging such as changes of values, new industry cycles, and new players, as well as topics on gender equality, diversity, metaverse, and NFTs. These are just some of the areas with which fashion is dealing.
Francisca agrees that traditional fair formats need to be updated. “The old model, that sameness, is dying.” She points out that Natural Cotton Color produces clothes for people concerned about the impact they will have, but their customers at fairs are often retailers and distributors. “Serving the end consumer at the booth will be an enlightening experience because we only sell in the virtual retail via e-commerce,” she adds.
Another motivation is that Premium exhibited at the event sustainable brands. For this edition, the Seek Consciousness was created, an area of about 80 green brands. “This is very good for the fair, for the exhibitor and, especially for the buyer, because he is already directed to that type of product,” stated the CEO.
Natural Cotton Color participates in the event with the support of Apex-Brasil through the Texbrasil program, managed by the Brazilian Association of Textile Industry (ABIT). It also has the support of Sebrae from Paraíba and Ingá City Hall – which has the largest planted area of organic cotton in Paraíba -, from the Brazilian Association of Sustainable Fashion (Abrimos) and Brazil Eco Fashion, director of Brazil Eco Fashion Week -BEFW.