The Sofa Edition ”reinvents and democratizes

The Sofa Edition ”reinvents and democratizes


A report by the Polytechnic University of Madrid revealed that it takes between 2,000 and 3,000 liters of water to make a pair of jeans, so fashion has to be adapted

"We don't postpone, we just share." It is with this premise that the "Portugal Fashion: The Sofa Edition', the Portuguese fashion party that this year is digital and is divided into two phases because fashion, like life, "cannot stop".

The event, according to news from the Efe agency, "is designed to bring to digital all the dynamics of a fashion week from the point of view of communication and the promotion of designers and brands" but adapted to the pandemic, explains Mónica Neto , director of Portugal Fashion.

In a first virtual phase, fashion arrived on the Thursday night on the sofas through conceptual montages – videos and photos – with the proposals of nine designers.

"Promoting Portuguese fashion as a sector that has a lot of creativity to show" is one of the objectives of the event, which will show collections already seen in international fashion weeks and others more focused on the Portuguese context.

The second phase, scheduled for April, at a date yet to be defined, will explore the concept of the filmed parade, although it will also leave space on the catwalk for "reflection of the sector and the challenges that the pandemic imposed", such as digitalization.

Digital communication "was already an evidence" for Portugal Fashion before the pandemic, and many designers also bet on online stores or exhibitions through social networks, new concepts that generate "interaction", says Mónica Neto.

A more democratic fashion

The interaction is one of the keys to the survival of fashion in the future, which begins to abandon this image of "exclusive and reserved", explains Neto.

"The digitalization of fashion weeks is associated with a democratization of fashion" and also serves as a way to "deconstruct concepts" of designer fashion as something "expensive, associated with consumption that is not everyday clothing", something that "is not true".

As such, this edition "may represent a change in the way of understanding designer fashion", but it can also serve to promote the protection of Portuguese fashion, because the Portuguese "need to protect their fashion more, which has a lot of quality".

Revenue and production of Portuguese fashion fell 20% until September 2020 due to the impact of the coronavirus, which represented a cut of up to 2% in workers in textile factories and a drop in exports.

A sustainable future

"We are a sustainable, responsible, creative sector and closely linked to an industrial capacity of reference", points out Neto, who points out that the concern with the environment is one of its bases.

"Fashion does not want to be seen as a polluting sector", he continues, so moving away from the concept of 'fast fashion', fashion that is created, consumed and disappears quickly, is essential for your future.

"Fashion needed to adapt sustainability strategies. It started to be a real concern", he says. The designers "make smaller collections, with timeless and longer lasting products" to "reduce mass consumption to a consumption thought" in buyers.

According to the study to which the Efe agency refers, "The environmental prize of fast fashion", published by the magazine Nature, fashion is responsible for the emission of between 8 and 10% of carbon dioxide in the atmosphere.

In addition, its raw materials are another source of concern. A report by the Polytechnic University of Madrid (UPM) revealed that between 2,000 and 3,000 liters of water are needed to make a pair of jeans.

Fortunately, "the Portuguese industry has invested a lot and we have manufacturing strategies with sustainability criteria. We are a reference country at this level", concludes Mónica Neto.

By Andrea Caballero de Mingo

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