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Stella McCartney and Versace Enter the Fast Fashion Fray in Brazil

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Brazilian consumers have struck the fashion jackpot this week. Both Stella McCartney and Versace launched affordable apparel collections made for the masses at two of the country’s biggest department stores, C&A and Riachuelo, to coincide with Sao Paulo Fashion Week.

The Stella McCartney’s collection for C&A—a mix of cotton, viscose, lame and lace separates—went on sale Wednesday. The exclusive range, priced between $35 and $150, touches on a number of the McCartney’s design hallmarks, including her sustainable approach to design and her stance against using leather and fur.

During the launch event McCartney said, “I try to approach what I do in fashion in a sustainable and a responsible way, so not only in the materials that I use, but the way that I source and manufacture my product.” She added, “I think what we have done here is a good example of what we can do with fast fashion. I think they will last you longer than normal fast-fashion.”

Meanwhile, Versace has created an exclusive collection for Riachuelo, which has more than 220 stores across Brazil. Filled with bright color combinations, opulent prints and tropical motifs, the women’s range is a mix of recent bestsellers from the Italian label and a homage to its founder Gianni Versace—but at a much more affordable price. The line retails for under $400. To complete the circle, Brazilian supermodel Adriana Lima is fronting the collection’s ad campaign.

Despite Brazil’s economic downturn, Sao Paulo Fashion Week founder and artistic director Paulo Borges said there’s a place for these mass-market iterations of high-end designs. He told the AFP, “These collaborations with C&A and Riachuelo show the maturity and marketing power of Brazilian fashion—its importance, scope and strength.”

Borges added, Brazil is 10 years behind in terms of consumption, as compared with international markets, however, he predicted that it will continue to buy a lot more in the future.

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