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13. October 2019

MODALISBOA COLLECTIVE: BUILDING A STORY

-  ModaLisboa,  ModaLisboa Collective

MODALISBOA COLLECTIVE: BUILDING A STORY

Once upon a time there was a fashion week preparing to kick off its 53rd edition. The presentations of the national fashion designers for spring/summer 2020 were planned and it all started at the Associação ModaLisboa offices, on Rua do Arsenal. The move to a new space was projected and the stomach tightened in anticipation: How does a Portuguese Army building fit into ModaLisboa? Where do you start? We’re talking about fashion shows so, logically, the catwalk. And so it was. Long, splendid, striking even when empty, the catwalk is the icon of any fashion event. So it can't be made just by any one: it's from Tarkett, the leading brand for sustainability concerns within the flooring industry, using the Cradle-to-Cradlebased Circular Closed Circuit Design, and which, in addition to the catwalk, also lined the floor of the Social Area, the Club Room and the Designers Room. Wanting to go greener, we had to have a garden. It’s true that Jardim das Laranjeiras refreshes our eyes, but how could we bring it within four walls? With Wonderwall, the most beautiful ode to the artificial vertical plants and gardens, which embrace us in the Designers Room and with a catwalk installation that could not be more instagrammable. Speaking of Instagram, cast the first lamp he who didn't post a photo with the magic Balad by Fermob that lit the orange trees and that we just wanted to take home, especially after telling us that this innovative led technology is charged with USB and has autonomy up to 16 hours. We, on the other hand, don’t have 16 hours of autonomy and don't be surprised if you find us sitting in one of the WeWood armchairs that are in the Club Room or Fast Talks, recharging - unfortunately, we don't have USB yet. But we have other things that are also of value: like Berner's help, without which this fashion week would not have happened. Could we somehow raise an event without cars and transportation platforms, without ladders, clamps, tape or moral support? This is a rhetorical question. Do you want one more rhetorical question, since we're at it? Here it goes: Aren't they so beautiful, our volunteers? You don’t need to answer that, but we need to explain why: the fabric of this edition's uniforms was provided by the Army archive, and the ones who materialized it into objects of desire was, of course, Calvelex, partners for ever, especially for the battles of everyday life. I hope you have heard our compliment — if we spoke quietly, forgive us, we are missing the Bose sound systems that graced the first day of the event, at Palácio Sinel de Cordes, and brought to our hearts words and music that express our reason for existing: think, build, act on fashion. We want to take it further, to more people, to more public, we want to send it by CTT and show it live and bring it to our chest. It’s true, we walked miles and miles. We’ve explored all of Lisbon, and if we didn’t have As Portuguesas, our feet wouldn’t handle the job. We are COLLECTIVE because we do all of this hand in hand with partners and brands who believe the same as us who embark on the adventure of creating bigger, creating different, creating better. Thank you.