ABOUT

Challenge:
To translate WGSN's global study into the Brazilian cultural reality and guide brands towards 2026.

Our vision:
To understand Brazil through its feelings, profiles, and microcultures, showing that brands should amplify culture, not manufacture it.

Solution:
Analyses combining WGSN Mindset + KeLe presented at the Fashion Summit and ProXXIma 2024. Highlights: moral angst, rational optimism, Hopeful and Synergistic profiles, advancement of microcultures, and cultural guidelines for brands.

Results:
• New framework for understanding consumption in Brazil
• Strategic guidelines adopted by brands and leaders
• Consolidation of the partnership as a cultural reference
• Wide dissemination in the fashion, consumer, and communication markets