Portugal has a smaller geographic area than Brazil. Do you think Portuguese people are properly exploring the market? Should we invest more, who knows, in Angola?
In which sense do you refer to a bigger investment in Angola? Obviously Portugal is a small country so the dimension of everything, including the media, is smaller. Of course we are always critics and believe that is possible to do a better work, among the existent possibilities. I believe the national media does a good work. And we have to be realistic with this economical situation: without investment, without financial capacity, there is, unfortunately, no way to grow or expand. There is no way to invest in professionals, in magazine pages, in further and further challenging interviews and reports, in exchanges with the external market.
I don’t want and I don’t have enough bases to judge anyone. But I do believe there are great professionals in the market in the same way that there are others which I don’t admire, as it happens everywhere. I think Portugal is opening itself and absorbing more from the world… and that gives me great happiness, since I love this country and I feel that there is only need for a more open mind.
In Portugal, the culture just by itself is undervalued. Do you think that there is an even more undervalued culture inside fashion? Or is this just a moment that we live with a broader exposure in fashion?
I think fashion is glamorous for those who are outside the business. Fashion is esthetic, is vanity, consumption… it can be for a niche or a mass market. But what matters is that it reaches everyone and is consumed by everyone (in different ways, of course). For less, the person has resources in a way or another, for consuming, dressing, and obeying to the fashion in general. Of course, I am talking about a capitalist society/occidental in which we live in. That’s why fashion isn’t undervalued, just a part of the culture that becomes more and more massified, it’s a part of our day-to-day. Unfortunately, the same doesn’t happen with a big range of other cultural strands. So that’s how it ends as a more glamorous matter, with more vanity maybe. I believe in that because it is and it will always be something that messes with egos.
What do you think about the democratization of the media, in which fashion bloggers bloom and consequently increase the consumption of “fast fashion”?
I am very understanding, I mean that I comprehend the "why" about the phenomenon. Everything has to answer to lifestyles and, as always, there is the good and the empty one, in a more wicked way. On one hand, the market opened itself for everyone, anybody can have their way when expressing themselves and I was always in favor of democracy on any circumstance. But of course, as everything within society, it ends in another empty side… lots of blogs emerged and lots of them without any quality, with an aggressive exposure of private life. I think that a lot of them have no structure for so much exposure and neither it’s positive that it makes people egocentric, less real, playing a life for others to see. But I don’t judge, I believe that’s the result of the moment we live in. Maybe in the next few years, all this will end or there is a change, but then another social phenomena will come, as it always was in history.
What matters to me? The good professionals, the ones that make a good work, with knowledge and structure. And the fast fashion, it doesn’t bother me at all. On the opposite, I love to see more democratic fashion each day. And I still believe there is enough room for everything. And each trade has to find its own profile, its own market and make the best work it can provide. If it's a luxury brand, then make that luxury and work in that niche. If it's fast fashion, also great, as long as you deeply know what your consumers want.
There are lot’s of blogs these days and you actually used to have your own! But what makes you follow a blog? Is there any content that you think should be addressed with greater care in those blogs?
There are actually a lot. And in the end I get to know lots of them because it’s part of my work. Of course, most of them don’t spark a big interest in me. It’s pure exposure without any content. But they do succeed, of course, human beings are very curious and that’s exactly what they want to see, they are voyeurs… it’s just like a reality show. And of course, since the moment that a person attracts public and consequently has a lot of followers, the brands get interested in that person and invest to be featured in the blog because the result of blog communication is extremely positive. With guarantee of immediate consumption, it’s madness. Some bloggers have become real celebrities.
But I do believe since the moment you become an influent person, it’s important to take care with what you say, specially because most of the public that follows bloggers/celebrities are young teenagers in a very delicate moment in life, when good examples are very important.
Do you think the industry won’t live without them in the future?
It’s actually very radical to say that the industry won’t live without them. History has been through many social phenomena and everything always changes, as we live in a world in constant transformation. For that, I believe this is the present. In the same way that we can’t imagine what will be up next, we only now that’s going to change, it always changes.