The Brazilian Core Arrives in London
After four years living in the city, I started noticing something different, and I dare say outside of my comfort zone. For someone with a background in international relations and economics, and a passion for food and travel, talking about fashion is certainly a distinct step. However, as a proud Brazilian, it was impossible not to explore the subject and reflect on what it means for Brazilians living in the United Kingdom (UK). London’s fashion scene has always been influenced by global trends, but in recent years something truly special (and bright) has been emerging. Brazilian brands are bringing their unmistakable colour, craftsmanship, and carefree spirit to the heart of the capital.
Credits: Farm Rio UK
Since the end of the pandemic, Brazilian fashion houses have been making strategic moves into London, each leaving a vibrant mark. Farm Rio, the label famed for its bold prints and joy-infused designs, has been leading the way. After opening its first UK store on King’s Road in January 2024, the brand quickly expanded to Marylebone High Street, Selfridges, and most recently, Carnaby Street. The latest location bursts with tropical patterns, embodying the so-called Brazilcore trend, which celebrates tropical prints, yellow-and-green palettes, and a certain sun-kissed ease that even London’s grey skies cannot diminish. It has already become a destination for the city’s “it girls”. The brand also has a store inside Liberty and a pop up at Bicester Village.
Joining them is PatBo, the creation of designer Patricia Bonaldi from Uberlândia, Brazil. Known for blending traditional Brazilian craftsmanship with contemporary, feminine silhouettes, PatBo’s pieces are painstakingly hand-embroidered by artisans in Bonaldi’s hometown, where she founded a school to train local women in the art of needlework. The brand made a splash with an exclusive Harrods pop-up this year, hosting an elegant brunch that drew an inspiring crowd of women to celebrate its arrival. Social media lit up with excitement as influencers, models, and fashion media showcased the intricate detail and haute couture spirit of the Brazilian brand. I still remember the first time I wore a PatBo dress. The experience was both remarkable and empowering, with every delicate stitch telling a story. It is excited to see PatBo arriving in the UK.
Credits: Pat Bo
Footwear also has its champions in the city. Mafalda, established in São Paulo in 2010, specialises in handmade leather shoes crafted from sustainably sourced materials. Designer Maria Fernanda Sodré, together with partners Rafaela and Matheus, brought the brand to London in 2022. Since then, it has won fans for its meticulous quality and timeless style. The store is located in Shoreditch, a renowned trendy and edge borough in London.
Credits: Mafalda
Even Brazil’s most iconic flip-flop has had its moment in the spotlight this year. Havaianas, a symbol of effortless summer, hosted a Shoreditch pop-up that showcased the ultimate Brazilcore look: a T-shirt, jeans, and those unmistakable sandals. The House of Havaianas invited Londoners in the beginning of summer to experience the relaxed and vibrant Brazilian spirit. Fernanda Andrade, founder and editor-in-chief of Avesso Magazine, was in the front row of the yellow-and-green takeover.
Credits: Havaianas Europe
Beyond fashion, heritage beauty brand Granado, founded in Rio de Janeiro in 1870, has extended its perfume and skincare empire to the UK. Following its debut at Liberty London, the brand opened boutiques in Covent Garden and on Chelsea.
Credits: Granado
Emerging labels are also joining the movement. Leblon London combines Brazilian vibrancy with sharp London tailoring, attracting celebrity attention. MAPA, founded by London-based “carioca” Mariana Langlands, channels Brazilian nonchalance through the city’s avant-garde spirit while drawing on global influences.
What unites these diverse brands is more than just their aesthetic appeal. They share a dedication to craftsmanship, sustainable practices, and storytelling that reflects Brazil’s rich culture and natural beauty. Each in its own way is reshaping London’s retail landscape, one bold print, handcrafted shoe, or fragrance at a time.
The Brazilian core has not only arrived in London. It is thriving, infusing the city with an energy that feels both far from home and exactly where it belongs. The future is exciting, and I cannot wait to see what will come next.
