Heloisa Guimarães: presence, precision, and the rebirth of a woman who transforms her own cycles
- Matheus Hooks/ Editor-In-Chief
- 30 minutes ago
- 5 min read
‘ITALY’ EDITION COVER - DECEMBER 2025 ISSUE
The ITALY edition of Hooks Magazine features Heloisa Guimarães on a cover that captures the true spirit of Italian fashion. The image reveals precise sensuality, graphic elegance, and an aesthetic that highlights the strength of the body, its form, and its attitude. Photographed in a studio, Heloisa appears with impact and serenity at the same time. The atmosphere is shaped by art direction, lighting, and posture. The photo reveals the woman who exists beyond the image.
In her interview, Heloisa shares a special moment. This month, she celebrates her birthday in St. Moritz, a destination filled with deep symbolism. “Christmas brings that energy of pausing, looking back, and being grateful, and the snow already signals the new, the restart,” she says. Surrounded by silence, cold, and white mountains, she feels she is exactly where she is meant to be.
After that, she heads to Courchevel to celebrate a friend’s birthday. For Heloisa, these ski trips represent lightness, connection, and a reunion with herself. “Sports are my mental reset,” she says. Amid a routine filled with projects, commitments, and constant travel, it’s through physical effort that she finds clarity and freedom.
Yoga, Pilates, and the body as an emotional center
Even while living between cities, airports, and a demanding schedule, Heloisa maintains a solid daily discipline. Two hours of yoga and Pilates become her grounding force, her emotional and physical base. “If I don’t take care of my foundation, everything collapses,” she reveals.
She sees this habit as a ritual of self-awareness. It is the moment when she awakens her body, organizes her thoughts, and prepares herself for the intense rhythm of her life in Milan.
Milan and the lifestyle that provokes and inspires
Living in Milan, Heloisa found a city that both challenges and inspires. She explains that Milanese aesthetics are captivating for their precision and constant movement. People wake up early, work hard, take care of their health, and dress with practical elegance. Nothing is theatrical. Every choice in the city has purpose and rhythm.
This lifestyle has influenced the way she thinks and acts. “Here, you’re allowed to dream big, and you’re also expected to work hard for it,” she says. Milan taught her to embrace ambition with refinement, and speed with purpose.
Italian roots as an emotional foundation
With Italian ancestry and a European passport, Heloisa carries her roots as a place of emotional belonging. Even though she is Brazilian at heart, she feels that much of her structure comes from Italy. This combination gives her confidence and courage to explore the world. “It taught me that I can build my life anywhere,” she says.
Conscious fashion, affection, and the value of the handmade
Heloisa speaks about sustainability in a practical and sensitive way. Sorting waste is a mandatory part of life in Italy, but what she considers essential is something else entirely. She loves donating clothes and believes in the continuity of the stories each piece carries.
“Sustainability is using the world without exhausting the world. It’s style with responsibility.”
She also has an emotional connection to handmade work. Her mother makes fuxico, and Heloisa loves buying crochet pieces crafted by older women from her hometown. For her, mixing luxury items with pieces made by real hands creates a style with soul.
Check out our exclusive interview with Heloisa Guimarães:
This month, you’re celebrating your birthday during some very special trips. What is it like to celebrate this date in St. Moritz, bringing together Christmas, snow, and a place that means so much to you?
Celebrating my birthday in St. Moritz feels almost symbolic. Christmas brings that energy of pausing, looking back, and being grateful, and the snow already signals the new, the restart. I’ve always been deeply moved by cycles. Being there, surrounded by white mountains, feels as if the universe is saying, “you are exactly where you’re meant to be.” It’s an intimate celebration, even with the world around me — and I love that.
⸻
Right after that, you head to Courchevel for a friend’s birthday. What do these two ski trips represent in your life, and why do sports play such a strong role in your daily routine?
These trips represent lightness and connection. After an intense year, being with people I love, in places that make me feel good, is almost therapeutic.
And sports… they remind me who I am when I strip away all the layers. Skiing, training, sweating — in those moments, there is no label, profession, appearance, or public identity. Just me, present and alive. Sports are my mental reset, my place of freedom.
⸻
You maintain an intense routine of yoga and Pilates, practicing two hours a day. How does this discipline influence your well-being and your energy to handle such a fast-paced life in Milan?
Yoga and Pilates are my grounding force. My life moves at a strong pace — work, travel, friends, studies, projects. So if I don’t take care of my foundation, everything collapses.
Those two hours aren’t a luxury — they’re emotional survival. When I train, I awaken my physical strength, clear my mind, and reconnect with myself. It’s my ritual to navigate the world without losing sight of who I am.
⸻
Speaking of Milan, what is it like to live in such a dynamic city, rooted in design and full of inspiration? What fascinates you most about the Milanese lifestyle?
Milan doesn’t let anyone get comfortable. The city nudges, challenges, provokes. Everyone is creating, designing, taking risks — including you.
What fascinates me most is the aesthetic of movement: Milanese people wake up early, work hard, take care of themselves, dress well, and have this practical elegance that isn’t theatrical. There’s no over-the-top ostentation, there’s precision — and I admire that. Contrary to the stereotype, Milanese people don’t dine late. We eat early because restaurants close early. The city is intense, yet functional. Everything has its rhythm.
Living in Milan made me embrace that dynamic: ambition with refinement, speed with purpose. Here you’re allowed to dream big — and expected to work hard for it. And I genuinely feel at home in that balance.
⸻
You also have a strong connection to your Italian roots and even hold an Italian passport. How does this heritage shape who you are today and the choices you make around the world?
My Italian heritage has always been an invisible anchor. I love traveling, I love the world, but I never feel completely out of place because there’s a place where my last name, my features, and my way of being make sense.
That root gave me courage. It taught me that I can build my life anywhere, that belonging can be plural. Today, I feel Brazilian at heart and Italian in structure — and I don’t want to choose between the two.
⸻
Your environmental awareness shows up in very concrete habits, like sorting waste and giving up disposable menstrual products. What sparked this change, and how do you see your role in more sustainable practices?
Sorting waste in Italy is the law — so that’s the basics. What I carry as a personal choice is something else: I like donating my clothes. I’ve made many donations in my hometown, to people close to me. I believe in passing things on. If a piece of clothing was part of my story, it can continue living in someone else’s.
Many people still think sustainability is something “for the crochet hippies.” I don’t see it that way. For me, sustainability is intelligence: it’s using the world without exhausting the world. It’s style with responsibility.
And I also have an emotional connection to handmade fashion. My mother sews using fuxico, and that has always been part of my life. When I go back to my hometown, I love buying pieces made by the grandmothers who crochet. Fashion made by real hands has soul — and mixing that with luxury items is, to me, the ultimate expression of style.
