The conscious, authorial, and collective fashion brand, Almenara Têxtil, debuted at Minas Trend and brought, straight from the Jequitinhonha Valley, all the beauty and strength of the women’s hands that bring these pieces to life. But Almenara Têxtil’s proposal isn’t just about fashion: it’s also about transformation, culture, and resistance.
Created to give visibility to the artisanal and sustainable production of the region’s women, the brand represents a collective achievement, made possible by the Mãos à Moda project, the result of a partnership between the Brazilian Micro and Small Business Support Service (Sebrae) Minas, Almenara City Hall and Raízes Sustainable Development, to strengthen local entrepreneurship.
“The participation of Mãos à Moda Almenara, especially the almost 50 women who make up the collective, in the Minas Trend Preview was an intense and transformative experience. They had the opportunity to show the Alma collection on their own stand, carefully set up to give visibility to their handmade production and show the strength of these women as the project’s protagonists. The joy in their eyes, the autonomy and involvement of each of them in serving visitors and potential customers was inspiring,” says Jussara Rocha, coordinator of the Mãos à Moda project and a partner here at Raízes SD .
For Rosemary Gomes, one of the project’s beneficiaries, “it was great. It was an unforgettable experience! It was like writing our story by looking at fashion in different ways, at every detail. It was an immersion in inspiration. It was gratifying to witness the exhibition of the pieces that our skilled hands have created because they transcend what is common in the universe of authorial fashion.”
Minas Trend: conscious fashion, innovation and sustainability in Belo Horizonte
Held for over 16 years in Belo Horizonte, the capital of Minas Gerais, Minas Trend is one of the most important fashion events in the country, attracting designers, entrepreneurs, journalists, and opinion formers, with the aim of transforming fashion into business and inspiring innovation in Brazil, revealing horizons and new opportunities for the market. This year, the 32nd edition of the event had the theme “Reflections of Fashion: Revealing Horizons” and took place from October 22 to 24 at BH Shopping.
“Taking part in one of the biggest events in the country was an extremely rewarding and unique experience. We never imagined we would have the privilege of being at such a great event with our first collection!” said Ana Gilsa, one of the beneficiaries of Mãos à Moda.
The feedback from visitors and the press reinforced the importance of valuing initiatives that boost local development. The launch was featured in various media outlets such as G1, Diário do Comércio, Gazeta de Araçuaí and Estado de Minas.
“For me, it was wonderful to see the evolution in their level of maturity, applying the knowledge acquired during the training. More than results in production, we see results in them as people and women who see fashion as a path to the future, income generation, and business. Coordinating this project with the support of the Raízes team has been one of the most special experiences of my career because the results go beyond the quantitative – we see a qualitative transformation taking place in just 18 months of work”, concludes Jussara.
And we know that this journey has only just begun!
