When fashion finds its roots, a transformative movement is born. After two years of meetings, learning, and creations full of purpose, the Mãos à Moda – Almenara Edition project concluded its initial journey in March 2025, celebrating a journey that goes far beyond the catwalks. It has been 24 months of strengthening sustainable fashion as a cultural expression and development tool in the Jequitinhonha Valley – a territory where every thread carries stories, and every seam, resistance.
Conceived by Sebrae Minas and co-created with Raízes Sustainable Development, in partnership with Almenara City Hall, the project has boosted the local economy through creative entrepreneurship in the fashion chain, respecting time, culture, and the power of those who make with their hands and hearts.
The Alma collection and the consolidation of the Almenara Têxtil brand
One of the project’s milestones was the launch of the “Alma” collection, made up of more than 80 pieces that reflect Almenara’s cultural wealth and traditional knowledge. Divided into five thematic lines: home fashion, women’s fashion, children’s fashion, upcycling, and accessories, the collection was developed in creative laboratories that allowed the participants to experiment and prototype their creations.
The “Alma” collection gained national prominence when it was presented at Brasil Eco Fashion Week in São Paulo, one of the country’s main sustainable fashion events. The show highlighted the potential of authorial and sustainable fashion produced in the Jequitinhonha Valley, using sustainable fabrics and embroidery typical of the region.
At the same time, the entrepreneurs organized themselves as a collective, adopting the name “Mulheres e Almas” (Women and Souls), and consolidated the Almenara Têxtil brand. This movement strengthened the group’s governance, which was structured in areas such as management, communication, maintenance of the space, and production, to improve marketing, market access, and future partnerships.
Impact and legacy: Sustainable fashion as a tool for social transformation
The end of the 24-month project was celebrated in the presence of local partners, including the city council and local shopkeepers, who showed interest in selling the garments produced. The initiative has resulted in Almenara Têxtil’s products appearing in establishments across the region, broadening the reach of the sustainable fashion developed by local entrepreneurs.
In addition to boosting the creative economy, Mãos à Moda has promoted female empowerment, valuing women’s role in the fashion production chain. Through training and the recognition of traditional knowledge, the project has contributed to building a strong cultural identity and generating sustainable income in the region.
At the closing ceremony, Andréia Souto’s speech on behalf of the participants moved everyone present:
“For now, we are grateful to have been together, living very rich moments for the support of the Women & Soul Collective. There were very relevant trainings, unimaginable events, inspiring trips, all taken care of with care by Sebrae, City Hall and Raízes. We are Alma Mãos à Moda forever, and we are ready to conquer the world with the Women & Soul Collective, producing unique pieces inspired by what we are and what we live, believing in Almenara and the Valley. If you want to meet us, we’ll be here at the Creative Center and wherever the Princesinha do Vale takes us.”
The legacy of the project lives on in the work of the collective and the brand, which continue to promote sustainable fashion as an expression of identity and an instrument of social transformation. It was just the beginning of a creative trajectory that will unfold and deserves to be followed!
