PORTUGUESE FEMININITY UNDER THE SKIN
Iora Lingerie and Emar unveil in Paris lingerie and beachwear’s proposals full of femininity and of the discoverer’s spirit that for centuries is part of Portugal’s history, where are highlighted noble materials, trend colours and sophisticated embroideries that make each piece unique.
Both Portuguese brands are at Mode City presenting the new collections for Spring/Summer 2014 with the support of Associação Selectiva Moda.
At Iora Lingerie, the delicacy of fabrics continues to stand out in the offer, where «knitted coordinates with lots of lace and some fresh fabrics typical of the warm season» are enhanced, reveals Cristina Flores, administrator of the company João Manuel da Costa Flores, created in 1973 and owner of the sleepwear brand. The nobility of the raw materials combines with the elegance of the colours, sober, in a palette dominated by coral, watery green, pearl and salmon. «We want to increase our turnover mainly through markets outside Europe, such as Lebanon, Japan and Saudi Arabia, that visit this edition of the trade fair», states the administrator of the company João Manuel da Costa Flores.
Emar, on its side, bets on beachwear with surprising printings, inspired by the Portuguese Discoveries, «which are the strong point in every lines», indicates the administrator Fernando Silva. The voyages to South America, Africa and India were the destinies chosen to illustrate this collection, where the wild landscapes, the traditional folklore, the tribal motifs and the warm and vivid colours create the printings that compose both Emar line, more classical and sophisticated, for women between 30 and 50 years that choose elegance even at the beach, and the younger line Miss Emar, for irreverent teenagers, passionate for fashion and that demand colour in their bikinis. «We present our new collection for the first time to our agents, distributors and general public in this trade fair. In this edition, in particular, we want to find new agents/distributors for markets that we are not yet working, namely outside Europe, such as Russia», explains Emar’s administrator.
The participation of these two Portuguese companies at Mode City, which takes place July 6th - 8th, is an initiative promoted by Associação Selectiva Moda with the support of European funds (Qren), under the project From Portugal. This project includes more than 60 international actions planned for 2013, which cover the entire textile and fashion chain, from yarns to fabrics, apparel, technical textiles, home textiles and decoration, divided by four continents: Europe, Asia, Africa and America.
