When Presence Becomes Language and Ferrari Hub Transforms Paris Into a Scene From Brazil
- Matheus Hooks/ Editor-In-Chief
- 2 hours ago
- 3 min read
Ferrari Hub solidifies the Brazilian presence at Paris Fashion Week, integrating technical expertise, behind-the-scenes experiences, and national brands in a project that translates culture, method, and repertoire into the international fashion scene.
In the global fashion landscape, presence is not just visibility — it’s language. Ferrari Hub, led by Cris Ferrari and joined by Quézia Rodrigues Vieira, positions Brazil at Paris Fashion Week through a gesture that goes beyond the runway, affirming cultural repertoire, methodology, and influence within the capital that defines global standards.
Runway.Vision, the international platform that turned Le Space Cléry into a convergence point for emerging cultural agents, became the stage for this experience. More than a fashion show, it represented movement. The runway opened space for authenticity and diversity, reinforcing fashion’s role as a reflection of culture, identity, and transformation. Seven Brazilian brands took part in this edition — among them Nalimo, Fabiana Thorres, Marcelo Zantti, and Al Mare — reaffirming Brazil’s creative potential on the international stage. Behind the scenes, the atmosphere was vibrant, with professionals from beauty, design, and communication working in harmony to translate a new vision of fashion. The aesthetic direction by Cris Dios (Grupo Laces) reinforced the concept of Clean Beauty: light, conscious, and future-aligned fashion.
Ferrari Hub went beyond the runway. The project provided Brazilian models with a full immersion in backstage dynamics and technical exercises, understanding the rigor of haute couture production. “Being in Paris during Fashion Week is not just about attending an event — it’s about witnessing paths built with discipline,” says Cris Ferrari. The institutional action transformed the trip into a pedagogical method: Paris as a laboratory, not just a showcase.
The technical experience included a visit to Ateliê Sara, the couture house behind pieces worn by Beyoncé and Adele. Exposure to haute couture processes — from meticulous handcrafting to time management — revealed the discipline and precision that structure the international fashion market. Quézia Rodrigues Vieira adds, “Backstage work reveals the silent discipline of those who sustain the scene before it exists,” shifting the perception of fashion from mere performance to craftsmanship.
The project also integrated three Brazilian brands into the European fashion landscape: Drops de Menta, presenting a summer collection that embodies contemporary lightness; Doppi, balancing gaucho tradition with modern design; and Vício Fatal, which brought family heritage and authenticity to Paris. The brands’ presence was not about promotion — it was an extension of Ferrari Hub’s creative and strategic repertoire.
As an institutional development, the ABM — Brazilian Modeling Academy was founded, translating the international experience into a structured training methodology in Brazil. The ABM does not replicate Paris — it establishes standards and criteria, consolidating repertoire and technique as the foundation of both national and international practice.
Ferrari Hub’s presence in Paris marks a new axis of recognition: it shifts the perception of Brazil within the global fashion circuit, proving that institutional presence, technical rigor, and cultural repertoire can function as a true language of fashion. The French capital did not merely reward visibility — it validated competence, methodology, and creative structure, which now return to Brazil as a lasting practice.
To learn more, follow Ferrari Hub on social media: @crristianaferrari and @ hubtalentmodel_
