Guimarães Marca Fashion Festival

By project UpGradeSME

Published on 02 November 2022

Portugal

About this good practice

The Municipality of Guimarães has a strong industrial vocation with a large number of companies linked to the textile and fashion sector, with emphasis on Home Textiles. It represents a sector responsible for millions of euros of exports and work companies in the municipality. There are also educational, higher and professional institutions, with courses in the field of Fashion, Design and Multimedia, with weak links to the local business sector. It is essential that this sector is able to add added value to industrial production through innovation, creativity and design, in order to maintain and strengthen competitiveness in the international market. Retaining young talents trained in local educational institutions is also a huge challenge. Fashion, an art form, based on human talent capable of distinguishing in the values of creativity and design.
Guimarães Marca Fashion Festival aims to consolidate an event that links art formats with more international visibility, cinema, with the fashion industry. In this way, by hosting a film festival in a municipality with a strong vocation and history of fashion in the textile and production sector, it is intended to promote and reinforce Guimarães' positioning in fashion, creativity, the international context and multimedia production, designated as companies and knowledge centers, through courses linked to textiles, design and communication.Guimarães

Resources needed

Guimarães Municipality Investment: €56,355.00 (not financed)
Investment Associação Selectiva Moda: €30,000.00 (funded) + €270,000.00 (not financed)
Total: €356.355,00

Evidence of success

Each of the editions of the FFF has featured more than 100 films in competition from countries as different as Brazil, the United States, Bolivia, China, Singapore, Italy and Portugal. Guimarães Marca Parade & Showcase allowed the promotion of more than 40 companies nationally and internationally and allowed them to provide these same companies with a digital portfolio of their products at a time when they were unable to attend fairs and visit their customers.

Potential for learning or transfer

In the last two editions, more than 300 films from more than 30 countries were in competition. In 2020, the Home Textiles category was added to the contest's film categories. This new category aims to involve local companies and promote the creation of more digital and multimedia communication to support the internationalization of brands. The Guimarães Marca Fashion Show focused on an exhibition of brands and products from local companies, promoting their dissemination and interaction with designers and creators. The “Guimarães Fashion Talks” brought together fashion producers and creators with students from local educational institutions. Through this approach, it was possible for the students of the courses to participate in the design and production of a fashion event, reinforcing theoretical learning with learning in a real work context.