Strolling along the lush Jardins neighborhood of São Paulo, we stumbled across the eponymous boutique of Haute Couture Brazilian designer, Adriana Degreas. Against a stunning marble backdrop hang racks of couture swimwear and chic leisurewear. Style.com/Arabia spoke with the designer to learn more about her “Haute Bain” concept, changing swimwear trends, Rihanna in “those” hot pants, and the versatility of beachwear.
ON HER FORMATIVE YEARS
I grew up within a fashion environment. My passion for fabrics sprouted from the small weaves sold in my grandparents’ antique shop, signed by famous designers such as Emilio Pucci and André Courrèges.
I believe that during this time, I developed my identity—because I saw fashion happen in front of my eyes. Besides “real luxury,” my family provided me with a good education and strong social morals.
ON BUILDING THE BLOCKS TO LAUNCH HER EPONYMOUS BRAND
I graduated in industrial design, but first became interested in the retail industry in early 1990 when I married Cesar. His family had a small business, and for more than 60 years they produced bikinis at Beiramar, in the Bom Retiro district of São Paulo.
Before launching the brand “Adriana Degreas,” I worked with my husband’s family on their bikini brand and also had the opportunity to collaborate with renowned Brazilian designer labels such as Gloria Coelho, Daslu, and Forum, amongst others.
ON HER FIRST SUCCESS AND CRITICAL RECEPTION
The first real debut of my label was being involved in the parade at the iconic Copacabana Palace Hotel in Rio de Janeiro during the fashion event “Rio Summer.” The most sought after pieces were embroidered bikinis and swimsuits, used both during the day and night.
Fashion critics praised the brand as sophisticated and “designs of color.” Almost instantly, editors and fashion stylists from the most important magazines in the country were requesting the collection and putting it on their covers.
ON THE CONCEPT OF HAUTE BAIN
This unique and trademarked “Bain Culture” line built a luxurious DNA, without exaggeration, above the waves of fashion and superficiality.
Within this line, I employ a technique of moulage (casting), which not only allowed me to gain strength in my creative process, but also resulted in elaborate, sexy, and elegant pieces.
The Bain Couture line has limited edition handmade details made with a special color chart and modeled with Brazilian bossa (weaving). The result is a range of unique pieces that can be used from beachwear to nightwear.
ON CURRENT SWIMWEAR TRENDS
My job is very intuitive and behavioral so I don’t tend to follow trends. The educators of swimwear are women’s former elegant society and many lifestyle images captured by photographers are sources of inspiration. Swimwear pieces are taking on central roles in shoots with Brazilian shapes still being key: swimsuits are used as bodywear, kaftans are used in place of kangas, and hot pants are the new swimsuit.
ON RIHANNA WEARING HER MAILLOT FOR VOGUE BRASIL
I loved to see Rihanna being photographed for Vogue Brazil with the golden Adriana Degreas hot pants. She is, without a doubt, a huge opinion influencer and she really embraces the Brazilian lifestyle. It was an honor.
ON IMPLEMENTING ELEMENTS OF SURREALISM IN HER DESIGNS
Including the interference of art, as seen in this surrealist collection on a fashion beach line with such little cloth, was a challenge of innovation!
Here, the mouth and hands of Schiaparelli appear on lycra, and create an air of cool. The jet-setting, fashion-conscious women are the biggest fans. Charlotte Olympia even commissioned these!
ON SCULPTING THE BODY
Brazilian women love to keep their bodies beautiful; they care about the food they eat and always exercise. I believe this culture exists because we live within a tropical country, where most of the year the sun is out and access to beaches is very convenient.
With this in mind, we created a Private Gym line because we believe that in addition to gym workouts, Brazilian women are also aware about exercising their ego and strengthening their self-esteem. The goal is to dress women who exercise inside or outside of their home—it is an extension of their lifestyle.
For the contemporary woman, sport and elegance walk hand in hand. Swimsuits and bodices make exercise a moment of pleasure and women can continue wearing them during the day or after a workout and still feel fashionable.
As told to Caterina Minthe
