Uruguayan Slow Fashion Brands Achieve Sales Success in New York, Boosting International Presence

Uruguayan fashion took a new step in internationalization with outstanding participation in the recent edition of the Brand Assembly in New York. The fair brought together over 250 contemporary brands and over a thousand international buyers. With a collective initiative coordinated by the investment and export promotion agency Uruguay XXI, six national brands exhibited their creations and opened new business opportunities in the demanding U.S. market.

At least four of the participants made sales during the event, and all of them are making progress in negotiations for future agreements. The firms selected by agreement between the Uruguayan Chamber of Design (CDU), Uruguay XXI, and the fair’s organizers were Celmo, Savia, Rosa Rosa, Coppelia, Pastiche, and Sierra Mora. All of them stand out for their quality, original design, and sustainable production on a human scale.

Quality and differentiation

The response from buyers and the fair itself was described as “spectacular” by the participating designers. Cecilia Carrau, founder of Coppelia, an apparel brand characterized by its playful and colorful spirit, pointed out that, unlike more massive fairs where competition is fierce and each company can get lost in a tide of offers, buyers could comfortably access their designs at Brand Assembly. For Coppelia, the experience was a “success” for the collective and Uruguay as a country brand, making them more accessible and better known.

“Appearing as a group attracted attention and allowed for prior contact with the fair, which encouraged people to talk about Uruguay before we arrived,” Carrau said.

Pilar Abreu, from Rosa Rosa, a brand of exclusive handmade leather shoes, also highlighted the curation and the accessible size of Brand Assembly. For Rosa Rosa, being part of the Uruguay XXI stand was an “honor and a responsibility,” providing an excellent opportunity to showcase their brand and Uruguayan production in highly exclusive locations. Abreu confirmed they closed sales and did not rule out future business opportunities, thanks to the contacts made there.

Institutional support and internationalization strategy

The designers highlighted Uruguay XXI’s support in the process. Cecilia Carrau and Ana Elena Lenoble, from Sierra Mora, emphasized that the support was “fundamental” in the preparation and accompaniment to reach the international market. Along the same lines, Pilar Abreu valued the agency’s strategy in the search for spaces of projection for Uruguayan fashion. She highlighted the value of presenting themselves collectively with other colleagues as part of a country strategy.

From the point of view of these designers, attending the Brand Assembly was a wise decision since it is an event that fits the needs of small and designer brands.

Helena Betolaza, from Savia, who works with linen, leather, and handcrafted fabrics, highlighted that the Uruguayan stand stood out as the only collective stand representing a country and preserving the identity of each brand, which caught the attention of buyers seeking alternatives to mass design.

Keys to success

The Uruguayan brands that participated in Brand Assembly stand out for using high-quality local raw materials, such as wool and leather, and their focus on slow fashion, prioritizing sustainable production and craftsmanship.

Cecilia Carrau pointed out that, besides sustainability and raw materials, innovative design and the ability to move away from the conventional are distinguishing features of Uruguayan design. This marked identity gives each brand a unique imprint. Pilar Abreu added that creativity is a fundamental value, as it enables original solutions to be generated and local culture to be reflected in quality garments.

The Brand Assembly left valuable lessons for the designers. Carrau highlighted the challenge of educating consumers about slow fashion in a market that prioritizes immediacy. Pilar Abreu reaffirmed her commitment to valorizing handcrafted work at Rosa Rosa, where they emphasize manual processes and the quality of their leather shoes.

Helena Betolaza accentuated that internationalization requires time and learning, and understanding the market and finding the right niche is key. Ana Elena Lenoble valued identifying which Sierra Mora materials generated the most interest in different regions of the United States, enabling them to focus their commercial strategy better.

Participating in this event in New York is part of Uruguay XXI’s ongoing strategy to promote the local fashion industry in key markets such as the United States, Europe, and Asia. Since 2015, the agency has facilitated participation in international fairs and organized visits of international agents to Uruguay, including business rounds and activities such as wool tours, carried out in collaboration with the Uruguayan Wool Secretariat (SUL). These initiatives highlight the quality and traceability of Uruguayan wool and provide insight into its production process.

The visit to Brand Assembly resulted in sales for the brands, ongoing negotiations, and a key learning experience. Once again, it was a significant step forward on the road to consolidation in demanding international markets, reaffirming the potential and identity of Uruguayan design on the global scene.

Uruguay XXI will continue to promote new opportunities for the local fashion sector. The organization of Uruguay’s participation in the summer edition of Brand Assembly, to be held from September 13 to 15 in New York, will soon begin. This event represents a new opportunity for national brands to continue positioning their creativity, quality, and sustainability in one of the most competitive markets in the world.