Sustainability highlighted in the 31st Edition

Minas Trend, in its 31st edition, opened the public’s vision to an increasingly relevant and urgent topic: sustainability in fashion. This season, the event not only celebrated trends and innovations in the sector, but also recognized and promoted brands that carry concern for sustainable productivity in their DNA. In a world where environmental and social awareness becomes imperative, the prominence given to these companies reflects a response to consumer demand and represents a significant movement towards a more ethical, responsible and conscious fashion industry.

Discover the brands that shined in this edition, standing out for their authenticity in the world of fashion and sustainable beauty:

Iáskara Oliveira

Iáskara Oliveira revolutionizes sustainable fashion by transforming unconventional materials, such as cement bags and banana fiber, into functional and aesthetically pioneering fabrics. The brand is named after its founder and stands out for its custom-made pieces, which guarantee durability and comfort without compromising style and structure.

According to the designer, each creation highlights its exclusive and artisanal character. “Each piece ends up being unique because it is made manually. Even if I try, I can’t reproduce exactly the same piece. They are similar, but never the same“, he points out.

The brand, which is presented for the first time at Minas Trend, focuses on practices that minimize environmental impact and promote conscious consumption, serving a diverse clientele, including brides looking for unique pieces or pieces focused on sustainability. The exceptional durability and quality of the brand’s products accompany its innovation and were highlighted at the stand. Proof of this is a piece created a decade ago for Juliane Maciel, which remains in perfect condition. Juliane expresses her long-standing admiration for Iáskara’s work and highlights the brand’s strong sustainable appeal:

“From the beginning, I admired what Iáskara did and, when I saw the brand adopt a sustainable and innovative stance, I became even more interested. The piece I have has lasted a decade and I simply store it folded in the closet, without needing to hang it. It’s incredibly durable and looks like new“.

Juliane Maciel

Forest Seeds

On the other hand, the Sementes da Mata brand, which also made its debut at Minas Trend, positions itself as an innovative promise in the cosmetics sector. Founded by doctors Glower Braga and Marcos Brandão based on a master’s thesis, the brand combines practices related to sustainability with technological advances in cosmetology. It stands out for promoting environmental regeneration, using natural ingredients and processes that minimize environmental impact, focusing on the biodiversity of the Cerrado Mineiro and the Atlantic Forest.

In an interview, dermatologist Glower Braga articulates the essence of his brand, stating: “Our products, which represent 90% of the Cerrado Mineiro and the Atlantic Forest, highlight the richness of our flora. We use natural pigments, conscious use of water and neuroscience principles. Our focus is on vegan and sustainable products, without lanolin or petroleum derivatives, just vegetable oils.”

In addition, Sementes da Mata offers a variety of cosmetics, personal and home care products, which reflect the purpose of pursuing ethical production and the use of non-polluting and non-polluting technologies and active ingredients. cruelty-free. The company also seeks to involve local communities and promote a vision of the future in which technology and respect for the environment coexist in harmony. With expansion plans underway, the Minas Gerais brand from Juiz de Fora promises to lead the national sustainable beauty movement.

Alana Tenorio

Finally, the Alagoas brand, Alana Tenório, known for its signature jewelry and accessories, stood out in this edition of Minas Trend, where it has been presenting its creations for a decade. Alana Tenório, the creative mind behind the brand, spoke to Fashionistando about her inspirations and discussed her latest project, “Lumiar”. This collection captures not only the essence of the contemporary woman, but also the sophisticated one, who is passionate about fashion. Furthermore, adopting an artisanal approach, “Lumiar” uses a variety of natural materials, including Taboa straw and Pirita stone, seeking to challenge convention and offer unique and authentic pieces.

Alana Tenório stands out for her sustainable practices and social responsibility. The production, focused mainly on bags, is entirely artisanal and local, which not only ensures the quality and exclusivity of each piece, but also opens up space for artisans from Alagoas. Using natural resources such as piriça straw, the brand minimizes environmental impact and promotes a production cycle focused on sustainability. Alana Tenório’s timeless designs go against the throwaway culture and contribute to reducing the need for frequent consumption and the production of waste.

The Importance of Sustainability in Fashion

Therefore, the 31st edition of Minas Trend highlighted the urgency and relevance of sustainability in fashion, promoting brands such as Iáskara Oliveira, Sementes da Mata and Alana Tenório, which incorporate responsible environmental and social practices in their creations. This event not only reflects growing consumer demand for ethical and sustainable fashion, but also demonstrates the industry’s commitment to adopting methods that respect both the environment and local communities. Therefore, by supporting these initiatives, we contribute to a more conscious and sustainable fashion industry, which values ​​both the aesthetics and the environmental and social impact of its products.

Article by Ilana Penido and Lívia Tertuliano.

Also read Minas Trend: Stage of Innovation and Authenticity in Brazilian Fashion, with more highlights from the 31st edition of the event.