Why Lisbon is becoming the new fashion capital

With its cobbled streets, its facades covered with azulejos, its murals, its lively neighborhoods, its museums, its traditional and trendy restaurants, its pleasant climate all year round, its nearby beaches… Lisbon has many attractions to attract tourists. tourists from all over the world, Europeans in particular.

Tourism, gastronomy, culture, architecture, well-being… Looking more closely, there is ultimately only one lifestyle area where the Portuguese capital has yet to establish itself: fashion. And it seems that she succeeded. In recent years, Lisbon has indeed become a new European fashion hub by combining innovation and creativity.

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For several years, many European companies have set their sights on Portuguese production workshops for the production of their clothing and shoes (it is estimated that the country alone produces no less than 80 million pairs of shoes, 90% of which are for foreign companies). This is particularly the case for several Belgian brands, concerned with quality and durability. We think, for example, of Orta, Essentiel Antwerp, Bellerose, Filles à Papa, Maison Félix, Komrads… who have part of their collections produced in Portugal, attracted by the mastery of know-how, the quality of craftsmanship, but also by environmental standards and geographical proximity.

Building on this reputation for quality and innovation, Portugal has, however, been working for several years in parallel to reposition its own production, among other things through tax incentives. From now on, the country is no longer content with producing for foreign brands, but also aims to establish itself on the international creative scene with its own creators.

The recent success of the 63rd edition of ModaLisboa (Lisboa fashion week), which was held from October 10 to 13, confirmed this new positioning and the evolution of the city and its creators in the world of fashion. Organized under the theme “Singular” in different emblematic locations – from the very trendy Locke hotel in Santa Joana to the MUDE design museum –, the high mass of Lisbon fashion mixed fashion shows, exhibitions and debates around the new challenges of the sector. Among the designers who have made a name for themselves, we have highlighted, among others, Constança Entrudo, a graduate of the famous London school Central Saint Martins and former designer at Balmain, who stands out for her work on knitwear; the Hibu house and its streetwear creations; Juana Duarte and the Béhen brand, a fan of upcycling. So many talents to follow closely…

How can we still recognize the success of a city in terms of fashion? To its inhabitants: when we give them their own style, the game is won. After the Parisian, the Londoner, the New Yorker, the Milanese… The Lisboa Girl is now making a name for herself on social networks and in the columns of specialized media. Inspired in particular by local culture, his style is distinguished by bright colors, playful prints and bold pieces. A resolutely sunny and joyful look, which contrasts with that of another rising European: the Copenhagen Girl who prefers neutral shades.