Flur Magazine attended to the last Minas Trend Preview invited by Text Brazil so he had the opportunity to meet AUÁ a Brazilian brand and we have an exclusive interview where they tell us a bit more about their brand and a little more about their last collection.
Art, culture, design and lots of history: the brand AuÁ was born in 2003 from the need to make fashion in a broader, unrestricted context. With timelessness and personality, AUÁ brings simple cuts to its DNA that contrast with the patterns that are always signed by artists. Each new collection brings new partnerships thatcome from a synergy with indigenous peoples and renowned artists. Thus, the exponents of Indian art and contemporary Brazilian art set the tone, desire and expressions, with the intention of transcending differences. The delicate nature of each piece, another characteristic of AUÁ’s clothes, is the result of the attention to the proportions and finishing touches, and the use of special raw materials such as cotton fibers, wood, silk and linen. Men, women, indian, people from all over the world; all this in Tupi, the language spoken by the ancient people, fit into just one word: AuÁ.
How do you define the new collection?
Following the path marked by partnerships with different cultural aspects of Brazil in this case AUÁ offers a close dialogue with the life cycles of nature and through an investigation is that «Topomorfosis» was born, conducted by Crocco Studio Design . The pieces are inspired by the costumes of the samurai characterizing the collection and charm dressing the female body, which carries and brings with it, textures and shapes.
Can you explain to our readers about the relationship established between AUÁ and the indigenous tribes of Brazil and how are they developing further sharecropping for the new collection?
In general, we are a group of specialists to propose the entire process. We establish sharecropping with the Indians. Our group of work is stablished by an anthropologist, a sociologist and a lawyer to develop the project. Then we met frequently to finalize the work. The meetings are held at our studio, providing an opportunity for exchanging ideas, knowledge among our working group and indigenous artists. In today’s collection, we have the designer Heloisa Crocco. The process is the same, there are moments of research, knowledge and development of immersion between the two universes. From there is that we are ready to build our collection.
Which is the consumer profile for AUÁ creations?
They were never intended to reach a specific audience. The brand went his own way and in doing so, it found support in those seeking clothing that offers comfort, quality, personality, timelessness and also is steeped in stories. In other words, consumers of our brand is a reflection of what we propose in our creations. The brand was born from the need to fashion in a larger context, and its consumers, the vast majority are in this context.
What stores can find the products AUÁ?
Besides a specific brand store in Belo Horizonte, AUÁ products are found in large multi-brand stores across the country.
What are your future plans?
We will launch this collection conceptual developed in partnership with Heloisa Crocco in the studio of the artist, in Porto Alegre. Another release in Punta del Este, even this year, in December. We want to go beyond our borders and bring AUÁ for other countries. There are other ongoing projects such as the «museum collection» (AUÁ + Crocco), with pieces developed exclusively for sale in the country’s museums. And the dismemberment of the collection «AUÁ at Home» – a line of products for the home, as American Games, napkins, aprons, etc.. And the «FamiliAUÁ» which are clothes for babies, children and parents, all with the same prints.
How do you see Minas Trend Preview?
Minas Trend Preview from its inception was a business-oriented fair. Due to the continuous improvement of the physical structure and services, buyers have increasingly opted to reach its highest percentage of purchases within the fair. We believe that every issue is of greater importance in the national fashion calendar.
Where can we find your products?
In Brazil you can find them in more than 70 points and abroad in more than 10 countries in Europe. And of course, the U.S. and Canada, where we have an exclusive partnership with Intermix.
Interview: Gabriella Rouiller
