The history of the women’s brand Laura Segall began in 2016, when the São Paulo native based in Brasília made her own wedding dress, with the support of lacemakers from Pernambuco and seamstresses from Brasília. From this experience, a passion for the various weaves of lace and handmade embroidery was born, for the art that transmits Brazilian DNA, an expression of the national intangible heritage. Laura Segall is committed to valuing Brazilian culture and producing sustainable fashion. More than 80% of the brand’s creations use biodegradable or recycled fabrics. Furthermore, the brand is a partner in the “SOU DE ALGODÃO” movement, which values the cotton production chain in our territory.
The brand uses lace and manual embroidery as raw material for tailoring pieces and other elegant cuts, not only in the ready-to-wear segment, but also in made-to-measure production. The creations suit the authentic and elegant woman, who values quality, cuts, fabrics and appreciates fashion.
Laura, graduated in International Relations from the University of Brasília, worked in the public service with international cooperation until she fell in love with the world of fashion 13 years ago.
The businesswoman explains: “When I started to dream and materialize my wedding dress, I realized that that new world between lace, needles and threads was already part of me. I feel that it is my mission to be able to dress and create for the essence of each woman and still promote social responsibility with the preservation of the practice of lacemaking, this true art that depends on talented and skilled hands, keeping the identity and cultural memory of each region alive”.
Among Laura Segall’s partner associations and groups, Timbaúba dos Bordados stands out in the interior of Rio Grande do Norte, a stronghold of Richelieu embroidery.
Timbaúba’s artisans have already embroidered for many celebrities, such as the Isis Valverde wedding dress and stage dresses for Ivete Sangalo and Cláudia Leitte. Embroiderers from this community also adorned the wedding dress and inauguration suit of First Lady Janja Lula in 2023 and 2024 and will be responsible for the prominent art on the uniforms of the Brazilian Delegation at the opening of the Olympic Games in France, next July.
Thus, Laura connected with the work of groups and associations of lacemakers and embroiderers, creating a network of artisans collaborating with the brand in five northeastern states: Alagoas, Sergipe, Pernambuco, Paraíba and Rio Grande do Norte. The partnership with these associations ensures fair remuneration for the parties involved in the production of manual raw materials, which generates a positive impact on around 350 families, helping to generate employment and income.
Located at 215 Sul, the store also offers a “decor” line, with placemats and table setting accessories, and a “lifestyle” line with candles, moisturizers and the brand’s first perfume, “Renascença”. To follow on Instagram @laurasegall
Source: Vanessa Castro
Photo: Disclosure
Tags: Brasilia brand impacts families encouraging generation jobs income
