Isabele Belo: the business style that transforms fashion into a global enterprise

'BUSINESS' COVER EDITION - AUGUST 2025 ISSUE

On the cover of the BUSINESS edition of Hooks Magazine, Isabele Belo represents the perfect intersection between fashion and entrepreneurship. A fashion model and visionary businesswoman, she is the face behind LIBERTY FSHN, a brand that was born from a bold idea and evolved into an international business with a clear purpose.

The starting point was simple: to bring to the market something that combined authenticity, personality, and a striking sense of style. Alongside her business partner, Isabele began by testing the acceptance of the pieces in a new market, and the immediate success proved there was space for a type of fashion that speaks with confidence, sophistication, and just the right touch of sensuality.

The journey, however, was not without challenges. She recalls that the early stages required resilience in the face of international logistics, customs processes, and strict deadlines. It was necessary to study every step, create organized processes, and establish solid partnerships. This learning experience turned what once seemed like obstacles into a strategic advantage: today, the brand operates efficiently across different fronts, maintaining a strong focus on quality and customer experience.

Isabele’s background as a model also played a crucial role. Living closely with the pace of runways and campaigns, she developed a sharp eye for trends, aesthetics, and fit. This experience directly influenced LIBERTY FSHN’s identity, which bets on pieces designed to naturally enhance the body and convey the image of a bold, confident, and elegant woman.

What sets the brand apart in the highly competitive fashion market is its clear philosophy: sophistication with intelligent sensuality. A style that celebrates female strength without losing elegance, translated into collections that merge style, comfort, and versatility. For Isabele, dressing goes far beyond aesthetics — it is a way of expressing power and freedom.

Balancing her career as both model and entrepreneur is no simple task, yet she ensures that the two paths constantly feed into one another. The creative eye she honed in fashion is essential to the brand’s campaigns and productions, while her business experience brings consistency and strategic vision to her professional choices.

The future of LIBERTY FSHN is nothing short of ambitious. The opening of a physical store is already on the horizon, with the goal of delivering a full brand experience that combines space, service, and style. Beyond that, international expansion remains a clear objective, positioning the brand as a reference for bold and sophisticated women’s fashion in diverse markets worldwide.

Isabele, how did the idea of creating LIBERTY FSHN with your friend come about and how did you turn this vision into an international business?

My friend and I noticed that many Brazilian women living abroad often struggled to find clothes with that authentic and distinctive Brazilian style — pieces with more color, sensual fits, and personality. That’s when we had the idea of starting to export clothes from Brazilian brands, offering something that truly represented our identity. We began in a very simple way, testing how the market would respond, and it worked out amazingly well. Today, LIBERTY FSHN is a reflection of that: a brand born from the feeling of missing home that grew into an international business with a clear purpose.

What was the biggest challenge in bringing pieces from Brazil to Dubai while also selling across the country?

The biggest challenge at the beginning was, without a doubt, the export process. Dealing with international logistics, customs, taxes, and deadlines was something completely new for us. We had to study a lot, understand how each stage worked, and look for trustworthy partners. On top of that, adapting operations to serve the entire country efficiently required organization, strategy, and patience — but it became an invaluable learning experience.

How has your experience as a fashion model influenced the style choices and identity of the brand?

My journey as a model has always kept me very close to the fashion world, to trends, and of course, to aesthetics. I have to admit, I’ve always been a big shopper — I love buying clothes, experimenting with styles, and staying up to date. That helped me understand what truly enhances a woman’s body and what catches the eye. My friend and I wanted to bring a touch of sensuality that reflects the Brazilian woman: bold, confident, but never over the top. Sensuality, yes — but with elegance. That was exactly what we felt was missing outside of Brazil.

What makes LIBERTY FSHN stand out in the fashion market, and what message do you aim to convey through your collections?

What really sets LIBERTY FSHN apart is this combination of sensuality and sophistication — that famous “sexy without being vulgar,” which is so characteristic of Brazilian women. We want our pieces to transmit self-confidence, power, and freedom. Each collection carries a message of female empowerment, of dressing for yourself, of feeling beautiful and comfortable at the same time. It’s fashion with soul, with identity, and with respect for the diversity of bodies and styles.

How do you balance your life as both a model and an entrepreneur, managing two careers that demand so much dedication?

Nowadays, I’m able to balance both roles quite well. Of course, it requires organization, but since my business is within the fashion universe, everything connects naturally. My experience as a model complements my creative vision and helps with productions, campaigns, selecting pieces, and communicating the brand. These two careers don’t compete — they actually strengthen each other.

What are the next steps for the brand, and how do you envision the future of LIBERTY FSHN in the international fashion scene?

Our next big step is opening a physical store — a space that represents everything LIBERTY FSHN has built so far: style, Brazilian identity, and authenticity. The idea is to create a full brand experience for our clients, with warm customer service and an environment that breathes Brazilian fashion. Looking ahead, we want to expand further, take our collections to other countries, and strengthen the brand as a reference in bold yet elegant women’s fashion on the international stage. We’re just getting started.