In seductive, beautiful Brazil, the fashion landscape is being radically transformed. As conventional beauty standards begin to fade, there is a surging plus-size movement, not just as a trend, but as a cultural shift toward an inclusive, diverse future.
This transition is concurrent with a larger cultural shift, which we are celebrating; individualism and self-expression are valued as they have never been before.
A brief overview
Leading the Charge: Amanda Momente
Amanda Momente, the founder of the Wondersize brand and a visionary entrepreneur, is leading the way. Amanda’s endeavor wasn’t guided by a business strategy; she was driven simply by personal need.
Feeling frustrated by unavailable stylish options for plus-size bodies, Amanda decided to launch a movement – Wondersize was born!
UOL, Brazil’s largest digital media outlet, noted that Wondersize is more than just clothing; it is a statement of belief that beauty exists in all sizes and shapes.
@amomente Olhem só as expectativas da Amanda para o #NoLimite #TeamAmanda #AmandaMomente #SemLimite #wondersize ♬ Gol Bolinha, Gol Quadrado 2 – Mc Pedrinho & DJ 900
A Growing Movement
This is not just Amanda’s efforts, but a growing shift throughout Brazil. Secondhand shops known as brechós (like GGarimpei) are starting to emerge just for plus-sized customers – and are making waves.
The brechós are a far cry from once-upon-a-time thrift shops. They are communities, where acceptance is priority #1 and beauty is shown in every body.
Metrópoles stated that at the very least, these shops are symbols of empowerment that refocus the standards and culture around mainstream fashion.
Plus-Size Fashion & Collaboration
One of the most notable inclusions in Brazil’s fashion narrative is a recent collaboration between SHEIN, a global shopping giant, and Brazilian celebrity Cleo.
Though the collection is not solely plus-size, the collection embraces broader ideals of body positivity and inclusivity.
As Metrópoles said, it is not only about clothing. The trendy dress line highlights a southward pivot in Brazil’s fashion-forward conversation— a public celebration on individuality, and an acknowledgement that there is more to beauty than that of typical proportions.
