At the 59th edition of São Paulo Fashion Week, the Minas Gerais-based brand LED presented “Brasil Show,” a collection that dives deep into the historical relationship between television and fashion in Brazil. With an already established trajectory in the independent fashion circuit — spanning over fifteen seasons at SPFW — LED, led by creative directors Célio Dias and Cleu Oliver, leaned on the narrative power of television to build a vibrant, critical runway filled with emotional memory.
The collection bridges past and present, tapping into the current revival of interest in classic soap operas, as seen through the popularity of memes from Beleza Fatal and the new version of Vale Tudo. Long before the internet, television was already responsible for setting trends and shaping behaviors, and here it serves as the guiding thread to discuss national identity through fashion.
During the show, soundtracks composed of snippets from soap operas, variety shows, reality TV, and iconic television moments accompanied the presentation, blending references that ranged from Castelo Rá-Tim-Bum to the charismatic “Brasiiiiil” of Gil do Vigor. Among the creations were free interpretations of heroines, villains, and sidekicks — central figures in the popular imagination — wearing pieces that oscillate between rustic linen and urban denim, while maintaining LED’s strong signature with heavy stripes and artisanal crochet.
The collection also embraced a diversity of materials, exploring everything from technological fabrics — such as water-repellent and sustainably produced textiles — to Brazilian classics like crochet, updated with the support of Círculo to take center stage in bags, dresses, and coats. This combination of artisanal tradition and technical innovation reinforces the brand’s commitment to sustainability and the celebration of national practices.
In the clothing, television nostalgia was translated into maximalist prints: reinterpretations of leopard patterns in tulle and fur, deconstructed polka dots, and a motif inspired by television screen reflections. T-shirts, already brand icons, were reimagined in new colors with direct homages to characters and plots that marked generations, like Vale Nada and Superflop.
“On open television, we saw the birth of characters, villains, artists, personalities, but above all, we saw the birth of a country’s identity,” summarizes Cleu Oliver. His statement echoes through the collection’s DNA: a multifaceted Brazil where the boundaries between popular culture and high fashion dissolve to give way to a new aesthetic of celebration and recognition. With “Brasil Show,” LED reaffirms its place as one of the most relevant brands in the Brazilian fashion scene, transforming television — that eternal builder of identities — into raw material for a fashion that is, above all, a declaration of love for the real Brazil.
