Farm Rio unveils its first colorful address in Paris

Well done! Brazilian Farm Rio opens its first boutique in Paris. The fashion label launched in 1997 at the Babilonia Feira Hype market in Rio de Janeiro, which is rolling out its strategy retail around the world, is setting up shop at 56, rue Vieille-du-Temple (3rd arrondissement) in the trendy Marais district with its romantic and colorful women’s collection. If FashionNetwork.com had the address since February, the public can finally discover its Parisian flagship.

In this very Instagrammable space, measuring 1,200 square metres, the women’s fashion brand launched twenty-seven years ago by Katia Barros and Marcello Bastos unfolds its colourful universe imbued with Latin sensuality, twisted for this place by a touch of French classicism.

Farm Rio, which inaugurated its flagship Parisian on June 18, participated in the Fête de la Musique festivities by organizing an XXL carnival with a tropical atmosphere in his street with the Brazilian group Foliões Unidos. A multicultural and very joyful evening, like this new boutique, whose design is signed by the team of architects of the brand and by the Brazilian architect Camila Urbanetto.

A setting cradled by Brazilian nature

The fashion brand called on Brazilian artisans from the Ilha do Ferro region to imagine and design the furniture, as well as a collective of artists to deliver a poetic interpretation of the nature of its country of origin. A true dive into the virgin forest of Mata Atlântica (on the Atlantic coast), the English artist Daniel Bland hand-painted a mural (with touches of gold leaf) representing the native fauna and flora, from a lush banana tree to a toucan with a long orange beak.

​This year, the Brazilian brand is strengthening its position in Europe. On the Old Continent, Farm Rio first chose London as its first anchor point in Europe to spread its “carioca” style. In mid-January, when the bold brand set up shop in the British capital at 86, King’s Road in the Chelsea district, it unveiled a capsule of limited edition products (scarf, vest, book, umbrella, etc.) featuring an exclusive and fruity motif called “London goes bananas”.

Same approach to event merchandising in Paris, confided Fabio Barreto, the global general manager of the brand in our columns in the spring. T-shirts, silk squares and tote bags are adorned with the “Tropical, mon amour” print, which is a nod to “tropical memories”, a joyful mix of a copper Eiffel Tower, flamboyant parrots, lush trees and bunches of bananas. The store’s facade, which displays a very baroque style, features toucans, jaguars and flowers.

“The boutique is a celebration of our mutual love for life, or as we like to call it, a shared joie de vivre,” says co-founder and creative director Kátia Barros in a statement. Positioned in the premium segment, the creative Farm Rio is setting up shop in Paris on a street punctuated by fashion and accessories brands like its neighbors Salomon, Repetto, Iro, Eres and Sandro.

In her Parisian boutique, maximalist-style dresses, shimmering summer pieces and floral jumpsuits are displayed on gold racks, all connected by a “vine” that snakes through the space. Known for its romantic women’s collection, Farm Rio imagined an anniversary collaboration with the equipment manufacturer Adidas in early May to celebrate the 10th anniversary of their partnership. Since this spring, she has also been offering a unisex capsule (with openwork electric blue shirts and loose-fitting neon orange pants) and will soon launch her children’s line and diversify into lifestyle.

Farm Rio, which aims to crisscross European capitals in retail and in wholesaleestablished itself in France in 2021, first through the department stores Le Bon Marché, La Samaritaine, Le Printemps and, more recently, at Galeries Lafayette. Riding on its international reputation, Farm Rio will open permanent and other temporary stores in several seaside destinations such as Saint-Tropez on the Côte d’Azur, Mykonos in Greece and Bodrum in Turkey.

2023 was a record year for Farm Rio: the fashion label that employs 1,500 people worldwide announced that it had achieved a turnover of more than 400 million euros, including 150 million from exports. And for 2024, the very dynamic Farm Rio (in the portfolio of the Rio-based Soma group) is counting on growth of 30%.