JOULIK LAUNCHES COLLECTION IN PARTNERSHIP WITH C&A

joulik-caJoulik is bringing its sparkly fashion to C&A‘s racks. The Texbrasil brand (Program for the Internationalization of the Brazilian Textile and Fashion Industry) — the result of a partnership between Abit (Brazilian Textile and Apparel Industry Association) and Apex-Brasil (Brazilian Export and Investment Promotion Agency), – has just launched a capsule collection in partnership with the retailer.

According to the brand‘s founder and creative director Karen Moraes, the pieces were designed “to be used all year round and kept for a lifetime”. Known for pieces with sequins, Joulik bet on sparkle for the collection, which has 27 models in the mix, including dresses, pants, blouses, accessories, and even shoes.

She comments that the collab is also smaller due to the unpredictable scenario generated by Covid-19. “Due to the pandemic situation, when we started the collection, at the beginning of the year, we still didn’t have a forecast of what the future would be like”, she explains.

Lasting partnership

This is already the third collab of the brand for the Dutch retailer since 2014. According to Karen, the first collection took almost two years to be launched, with Joulik closely following all stages of product development. In 2017, the second partnership came out, and now comes the third collaboration, which is already on sale in stores and in e-commerce throughout Brazil.

Karen also comments that working with C&A did not change the collection development process. “We make a hand-drawn sketch of the pieces, then pass it on to the computer and transform them into vectors to carry out color tests. The difference is that C&A manages to have a bigger and faster production since their structure is much bigger than ours”, she concludes.