Ana Castela and Maiara & Maraisa’s stylist redesigned Paula Fernandes’ closet after a ‘tacky’ start

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Pieces by Eduardo Amarante, who has signed his own brand for three years, cost up to R$200,000. Stylist Eduardo Amarante talks about partnerships with country singers. Jacket with fringes, belt with buckle, boots and hat. Eduardo Amarante took this style already known in country fashion and added a lot of shine, winning over rhythm artists, such as singer Ana Castela and the duo Maiara and Maraisa. The three wore productions by the designer from Minas Gerais during the Jaguariúna Rodeo Festival 2023, which took place at the end of September. But they have also worn Eduardo’s pieces at other events, although the Minas Gerais native (who has signed his own brand for three years) is not the only designer responsible for the artists’ production. Marília Mendonça, Naiara Azevedo, Juliette, Daniela Mercury and Ivete Sangalo are a few more stars who have also worn pieces designed by Eduardo. But before all of them, came Paula Fernandes. The singer, who was considered “tacky” for her dressing style at the beginning of her career, mixing pieces full of ruffles and corsets that highlighted her waist, went through a transition that left her look cleaner, on and off the stage. Paula Fernandes in images of the beginning of her fame TV Globo / Zé Paulo Cardeal/Disclosure The person responsible for the change was Eduardo, who is now a great friend of Paula. “Back then, I lived in Belo Horizonte, and Paula asked me to borrow clothes. At the time, she wore clothes in a way that didn’t look good”, explained Eduardo, who stopped partnering with the singer for this reason. Paula wanted to understand why. “And I said: ‘because you wear the clothes and mischaracterize them.” The two then scheduled a meeting at the singer’s house and Eduardo said that the partnership could be resumed if Paula trusted him. “If you give me the creative freedom to take over you, I guarantee you that I will transform you into one of the best dressed women in Brazil.” “And then, I started rebranding Paula. Because Paula had everything, but at that moment she wanted approval for her style, because for a long time she was considered tacky”, recalls the designer during an interview with g1. In 2018, in an interview with g1, Paula spoke about this style transition. Paula Fernandes with looks by Eduardo Amarante after redesigning her look Reproduction/Instagram “I already felt the need to change. But it has to happen from the inside out. I’ve never been one to give in to external opinion. I changed my hair, I revamped, I went towards minimalism , where less is more. And I started cleaning up this image a little more. It was important because it made an impression. Today I’m more in tune with fashion. It was a need to look for more reference. And I got involved in this story”, said the singer. According to Eduardo, the country singers who became her clients after Paula’s style overhaul have her as a reference. “They saw the transformation in Paula and realized that I could do it for them too.” Talismã, É o Amor, Favo de Mel and more farms of country artists Fashion float Ana Castela has a partnership with Eduardo Amarante: sketch of the look worn by the singer at the Jaguariúna Rodeo Festival 2023 Reproduction/Instagram Ana Castela also made a quick style transition . Edu met the singer when she had already gone viral with the hit “Pipoco”, in partnership with Melody, in the first half of 2022. In the music video, Ana appeared wearing the shirt kit, jeans, boots and hat. While Ana was enjoying the music, Edu received a special message on his Instagram: the sender was Michele Castela, the singer’s mother, and the request was for the designer to dress Ana. “And then Amarante’s relationship with Ana Castela began. She There was that concept of a cowboy, which was tight pants, a bodysuit, boots, a hat. And today she has become, perhaps, the Brazilian fashion icon.” The “fashion cowboy” moved fashion and inspired many women in the 2023 rodeo season. Bright hats and vibrant colors were a trend at the Festa do Peão de Barretos, for example. Patricinha caipira: country fashion becomes an urban trend with western boots and rhinestone hat But how can Ana be rebranded without losing the essence of the cowboy, as the singer is known? “I managed to bring a new image without losing the codes of the cowboy, but in a fashionable way”, explains Eduardo. And these codes, according to Eduardo, are the already known elements of country fashion. Just updated. “The belt with the big buckle, the jeans, which we are starting to wear tighter and flared now. The fringes… The hat, which we revisit in various ways. I have made some crystal ones, lots of different things .” Eduardo is taking care of the looks for Ana’s tour of the United States. For these shows, the singer requested a production with an “even more accentuated country” feel. “Ana learned to love fashion. So she comes to me with some references. And she knows how powerful it is.” Pieces cost R$ 200 thousand Eduardo Amarante is one of Maraisa’s designers: sketch of the look worn by the singer at the Jaguariúna Rodeo Festival 2023 Reproduction/Instagram The pieces worn by celebrities are not always designed exclusively for them. Some are available for sale. Even if it takes a while to reach the market, like for example the set used by Maraisa, at the Jaguariúna Rodeo Festival. The complete look (jacket, dress and boots) was presented at Eduardo’s last fashion show, which took place in September, and should only hit stores in 2024. It is expected to sell for R$15,000. Pieces designed exclusively for artists can range from R$100,000 to R$200,000. Eduardo Amarante is one of Maiara’s stylists: sketch of the look worn by the singer at the Jaguariúna Rodeo Festival 2023 Reproduction/Instagram Take one here for R$50 Another of Eduardo’s partnerships is with Naiara Azevedo. Their friendship was born when Eduardo was still creating looks for other brands. At the time, the singer was preparing to record the DVD “Totally Different”, a project that features the hit “50 reais”. “In the beginning, I was in no condition to dress well. And then when I recorded my DVD with ’50 reais’, I went in search of a stylist, and all the looks she brought me and wore on the DVD were from another brand for which Edu was creative director. They were all his creations”, explained Naiara, who appeared in Eduardo’s studio while he was giving an interview to g1. Naiara had gone looking for a look for a birthday party that was taking place that same day. “My first positive visual image impact on the market already started with Edu”, recalls the singer. A few weeks ago, sealing the partnership and friendship between them, Naiara was one of the catwalk stars of the designer’s brand’s new collection. For this, she says, she did not charge her “VIP presence” fee, as she would do with other invitations. “I’m not going to talk about prices here with you, but let’s play above three figures, okay? If I were to charge to stay there for an hour and a half, two hours, participating in his parade… When the invitation came from Edu, I went over everything and said: ‘I’m going for you’.” Naiara Azevedo and Eduardo Amarante Reproduction/Instagram

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