Paris is a revelatory meeting place for international fashion, design, and art, making it a fitting backdrop for a new celebration of Brazilian talent. From July 3 through August 26, Brésil à la Samaritaine – Bold Summer Edition transforms the historic department store into a vivacious destination where visitors can experience Brazilian fashion, collectible design, contemporary art, beauty, gastronomy, and cultural programming through a carefully curated series of exhibitions, installations, talks, and special events.
Presented across La Samaritaine’s celebrated retail and gathering spaces, the initiative introduces European audiences to the designers, artists, and creative entrepreneurs contributing to Brazil’s growing international presence. Guided by creative director Lucio Fonseca of LF Office Paris and developed in partnership with Onélia Agency, the project creates a scintillating exchange between Paris and Brazil throughout the summer season.
Brazilian Modernism Inspires the Experience
Photo by Victor Pollak, Courtesy of La Samaritaine.
Photo by Victor Pollak, Courtesy of La Samaritaine.
Architecture plays a tremendous role in shaping the atmosphere visitors encounter throughout the exhibition. The installation draws inspiration from the legacy of Brazilian modernism, rejoicing in the influence of architects and landscape designers including Oscar Niemeyer and Roberto Burle Marx. Their soulful and signature use of organic forms, natural materials, and robust connections between architecture and Mother Nature continues to influence generations of Brazilian creatives.
Designed by Jessica Castelari and Atelier Glam, the exhibition spaces combine flowing lines, plush greenery, rich textures, and sculptural displays that encourage visitors to shift naturally from fashion to furniture, art, and design. Collectible works by Fernanda Froes, Maritza Caneca, Lilian Malta, Pedro Yossef, Jay Boggo, and Maximiliano x Papelaria demonstrate the diversity of contemporary Brazilian craftsmanship while reinforcing the project’s emphasis on materiality and artistic expression.
“There is a very singular sophistication in Brazil,” says Fonseca. “A unique ability to combine emotion, aesthetics, human warmth and desire in an instinctive way.”
A Curated Selection of Fashion, Beauty, and Design
Photo by Victor Pollak, Courtesy of La Samaritaine.
Photo by Victor Pollak, Courtesy of La Samaritaine.
Throughout the pop-up, visitors will encounter a shimmering selection of Brazilian brands representing multiple creative disciplines. Fashion labels Farm Rio and Água de Coco appear alongside accessories by Lapima, Glorinha Paranaguá, Manolita, Missinclof, Vehr, La Sirene, and Venera. Beauty brands Granado, Phebo, and Viv Beauty contribute fragrances and skincare, while Insider, Dengo Chocolates, and The Coffee expand the experience through food, beverages, and lifestyle offerings.
The impressive participants present a wide-ranging portrait of contemporary Brazilian design, highlighting established names alongside emerging voices whose work reflects dazzling craftsmanship, innovation, and cultural identity.
A Summer Calendar Filled with Events
Photo by Victor Pollak, Courtesy of La Samaritaine.
Brésil à la Samaritaine offers a jubilant calendar of public programming. The season begins on July 5 with the Running Club by Insider, inviting participants on a six-kilometer route through Paris before concluding at La Samaritaine with culinary experiences energized by artist Jay Boggo.
“There is a very singular sophistication in Brazil. A unique ability to combine emotion, aesthetics, human warmth and desire in an instinctive way.”
Lucio Fonseca
On July 7, the official opening welcomes international press, buyers, and invited guests with a delightful brunch created by Franco-Brazilian chef Alessandra Montagne, followed by presentations from participating brands and conversations exploring Brazilian fashion, fragrance, and design. The stunning evening continues with a vernissage featuring live bossa nova music, Brazilian cuisine, and mesmerizing tastings from Dengo Chocolates.
Additional programming throughout July includes Culture & Talk Day, uniting professionals from fashion, design, communications, and the arts for discussions on craftsmanship, sustainability, female leadership, and the enduring connections between Brazilian creativity and French savoir-faire. On July 16, musician Luisa Meirelles will perform an intimate Tiny Desk concert as part of the magnificent summer program.
Rio de Janeiro Sets the Tone
Photo by Victor Pollak, Courtesy of La Samaritaine.
Photo by Victor Pollak, Courtesy of La Samaritaine.
Ahead of the opening, the organizers unveiled an editorial campaign photographed across Rio de Janeiro by Brazilian photographer Victor Pollak. Featuring models Pablo Akonne and Nicole Calina, the imagery pairs participating brands with the city’s renowned architecture, beaches, and urban landscapes, introducing the visual symphony visitors will discover in Paris.
“We wanted to create images that convey an authentic, desirable and culturally relevant Brazil,” Fonseca explains. “A Brazil that expresses itself through fashion, design, art, architecture, diversity and its unique ability to transform references into emotion.”
Photo by Victor Pollak, Courtesy of La Samaritaine.
Photo by Victor Pollak, Courtesy of La Samaritaine.
Photo by Victor Pollak, Courtesy of La Samaritaine.
Photo by Victor Pollak, Courtesy of La Samaritaine.
