Clients, fame and publicity: what do Brazilian brands gain when they ‘dress’ international artists?

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Demi Lovato and Beyoncé wore national brands in their presentations. Designers Patrícia Bonaldi and Mayari Jubini spoke to g1 about the importance of this exhibition. Pop Week: international artists wear Brazilian brands New clients, publicity, brand recognition and validation of work. These are some of the impacts generated on Brazilian brands when used by international artists on stage, as recently happened with Beyoncé and Demi Lovato. Beyoncé wore PatBO, by designer Patrícia Bonaldi, during a show she did in Vancouver, Canada. The silver bodysuit, full of fringes and completely hand-embroidered, was custom-made for the singer and took 60 days to produce. Demi Lovato wore an all-black ensemble with some green and yellow stripes for her performance at The Town. The details in the color of the Brazilian flag were a requirement of the singer for the costume, as explained by stylist Mayari Jubini, responsible for the piece. “Every time I dressed Demi Lovato, there was a boom. She’s a huge artist, so it’s a huge impact. Both on social networks and in the media. And new clients that appear. It’s always very incredible”, celebrates Mayari , responsible for the Artemisi brand. This is the fourth time that the designer has “dressed” the singer. “The presence of celebrities wearing our pieces is, without a doubt, an exciting and important part of PatBO’s journey,” said Patrícia Bonaldi, who has dressed Camila Cabello, Jennifer Lopez and Alicia Keys. “Having renowned artists wear our creations is an honor and a validation of our hard work in the pursuit of creative excellence.” “Exposure on an international level helps raise awareness of the brand as a whole. It also opens doors for future collaborations and opportunities to dress other prominent personalities,” explains the designer when talking about the impact generated when a star international wears the brand. Demi Lovato wears a look by stylist Mayari Jubini, responsible for Artemisi Reproduction/Instagram Exclusive pieces The pieces created by the designers were exclusive to the two artists. Mayari says that, before production, Demi’s team found her work online. “They identified themselves, said it had everything to do with her, and that’s when it all happened”, says Mayari. She explains that the pieces worn by celebrities who use her brand, like Demi, do not go on the market. Especially because her work, currently, is almost entirely focused on exclusive, made-to-measure clothing. But she says she receives multiple requests for replicas every time she dresses the singer. But Mayari doesn’t respond to this type of request. “What we can use are references. The elements in these looks that I made for Demi are elements that have everything to do with my brand”, she explains. Patrícia states that she occasionally receives requests for replicas. “We are always open to discussing these requests with our customers and do our best to accommodate them, while maintaining our commitment to the originality and authenticity of our creations,” she highlights. “As it is a piece that represents PatBO’s DNA, and our main value, which is handmade embroidery, pieces that have similarities to the bodysuit worn by Beyoncé can be easily recognized in our collections.” Beyoncé wears PatBO Disclosure Values ​​Patrícia and Mayara do not comment on the values ​​of the pieces worn by the artists. “I don’t usually leave it public because it depends on a series of issues. But, they certainly aren’t looks that have a low value, right? They are very laborious looks, with meticulous details, there are several days of work there, so all of this influences this issue”, explains Mayari. She also guarantees that she does not increase the prices of her pieces after an artist wears her brand. “It’s actually very rewarding and incredible to work with giant artists like Demi, but all of our clients are very special.” Patrícia Bonaldi, from PatBO, and Mayari Jubini, from Artemisi Disclosure/Johnny Moraes Remember international artists who wore Brazilian brands or designers: Beyoncé Beyoncé wears PatBO in a Renaissance tour show Disclosure Beyoncé’s look was a silver bodysuit all embroidered and full of fringes . PatBO’s spokesperson said that the singer’s stylist was the one who contacted the brand. And then, two pieces were produced. The singer opted for the bodysuit, which took no less than 60 days to produce. The piece is exclusive, custom-made and all hand-embroidered. It is the first time that Patrícia Bonaldi has dressed Beyoncé. Camila Cabello Camila Cabello at the 2019 VMAs: dress created exclusively for the singer by stylist Patrícia Bonaldi, founder and creative director of the brand PatBO Bryan Bedder/Getty Images/AFP In 2019, Patrícia Bonaldi created the dresses worn by Camila Cabello at the VMAs and the video for “Señorita”. The look from the music video was even sold by the brand. And at the time of pre-sale, it was announced for US$667 (around R$3,300). The piece that Camila wore at the VMAs was made exclusively for her. Even for this reason, Patrícia preferred, at that time, not to mention values. Jennifer Lopez Jennifer Lopez wears PatBO Reproduction/Instagram The designer has also dressed singer Jennifer Lopez. But not for the stage. J-Lo wore PatBO productions on at least two occasions: first, in a photoshoot in June. And then, in August, during a special event. At both times, Patrícia celebrated on social media. Alicia Keys Alicia Keys wears PatBO Reproduction/Instagram One of the pieces worn by J-Lo had the same print as a dress that singer Alicia Keys chose for a photoshoot in Chile alongside her husband, music producer Swizz Beatz. Alicia made a point of highlighting the brand in the photos. Just like she did when she wore another Brazilian brand loved by international stars: A Farm. The brand has Kátia Barros and Marcello Bastos as partners. Alicia wore looks from the brand during her visit to Argentina and, of course, here in Brazil, when she did some shows in May of this year. Taylor Swift Taylor Swift wears a Farm swimsuit in the “Anti-Hero” video. Reproduction Farm was also used by Taylor Swift in the video for “Anti-Hero”. The brand is responsible for the lurex swimsuit with pink, orange and green stripes that Taylor’s alter-ego wears in the video. The piece is sold out. But last year, when the clip was released, it was on sale for around R$900 on the Saks Fifth Avenue website, which is an American chain of luxury department stores. Demi Lovato Demi Lovato performing at The Town, in São Paulo Reproduction/Globoplay At The Town’s show, Demi Lovato wore an all-black outfit with details in green and yellow. This look is created by designer from Espírito Santo Mayari Jubini, who signs the Artemisi brand. But Demi had already dressed the designer on three other occasions: At Rock in Rio 2022, at an event to promote one of the singer’s music videos and, also, on the tour she did in Brazil last year, the Holy Fuck Tour. The two vinyl looks (one red and the other black), full of metal pieces, that Demi appears in several images from the tour are exclusive Mayari productions for the singer. Demi Lovato wears a look by Espírito Santo designer Mayari Jubini, who signs the Artemisi brand Angelo Kritikos/Disclosure

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