How are fashion brands perceived in Portugal? Let's map out the trends of one of the most important emerging markets in Europe

Portugal is one of the newest and most exciting emerging fashion realities. Not only is it home to e-commerce titan Farfetch but, since the national edition of Vogue was relaunched in 2017, the whole world and not only insiders have realized the country's extraordinary wealth in terms of the manufacturing industry as well as its contribution to international modelling: Sara Sampaio, twins Kevin and Jonathan Sampaio, Fernando and Armando Cabral, Francisco Henriques. The strength of Portuguese fashion is also demonstrated by the celebrations for the 50th edition of Lisbon Fashion Week, held last March, and also by the cultural vibrancy of centres such as Lisbon and Porto, increasingly populated by creatives and on their way to becoming European-level hotspots for artists. At the same time, however, like many emerging luxury markets, the degree of diffusion and perception of the big fashion brands in Portugal has not yet been completely decoded.

To better analyze the dominant trends today in Portugal, the editorial staff asked five Portuguese fashion insiders to use the Cartesio platform, created by nss factory in collaboration with Lyst, to categorize the main luxury brands. 

Maria Galvão (@mariagdgsousa)

Fashion Communication & Production - Lisbon