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Published: 24 Jan 2012

Building Brazil's Cultural DNA


Two new books launched at Sao Paulo Fashion Week (January 19-24 2012) are both seeking to understand Brazil's creative identity – but in very different ways.

International luxury publisher Assouline has teamed up with InBrands, the owner of the Brazilian fashion weeks and various Brazilian fashion labels, to publish Brazilian Style. Written by US fashion monthly W magazine’s fashion news and features director, Armand Limnander, it's a curated A-Z of the symbols of modern Brazil – be they people, places or products. Yet its cover image of iconic samba singer Carmen Miranda looks somewhat cliched next to the black-and-white jungle imagery on new book Projeto Brasil 01: Pensamento from Luminosidade, the organiser of Sao Paulo Fashion Week. It explores strikingly different perspectives on the country's cultural differences with a collection of unexpected imagery.

Director of Luminosidade, Graca Cabral, says: "This is a moment in which Brazil is steadily becoming more attractive and visible in the world. This is a first in a series of fragments of images, feelings, ideas and thoughts that may inspire and provoke new discoveries."

Also looking to explore the less mainstream views of Brazil is FFW Mag –again from Luminosidade. Its 29th issue (carbon neutral, printed on recycled paper and with English translation) explores the Brazilian state of Pernambuco, and is titled 'Beauty in a Raw State'. With Brazil under a global spotlight due to its growing economy, these kinds of publications are beginning to offer a deeper understanding of the country's creative culture.


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