Fashion Week: Hoping for a Brazilian Boom

Spotted: Amanda Setton, bit player on the CW's Gossip Girl, hyping Iodice, bit player in American fashion. Both are hoping to make it big.

"I love the clothes," gushed Setton, posing on the runway after the Brazilian company's Bryant Park show this afternoon. "I'm wearing it right now," she emphasized, gesturing at her one-shoulder mini-dress, and the wide belt cinching her waist.

Of course she was--the label that bills itself as Brazil's number one brand (pronounced YO-di-say) wouldn't spend $275,000 on a runway show and rope in rising starlets without making sure to dress them. But after the show, would Setton be wearing the brand? And more importantly, would anybody else?

"I love the clothes. They will be in my closet," the perky actress promised, her face awash in the light of flashbulbs.

But the presence of a low-wattage star--Gossip Girl's core cast of pretty young trendsetters was nowhere in sight--underscored the hurdles Iodice must clear if Big in Brazil is to become a Global Brand.

The show, featuring flowing printed maxi-dresses to wear after a day at the beach, and body-hugging mini-dresses, marked designer Valdemar Iodice's second time under the tents. He is trying to stand out in a crowded show calendar, at a time of sinking women's apparel sales and global economic unease.

Backstage before the show, the designer's son/company vice president (who handles interviews because he has greater fluency in English) said a New York show is crucial to introducing the brand to clients beyond Brazil, and that even in a down economy, America is still a huge market.

"We have to create brand recognition," said Adriano Iodice.

Sales results at Saks.com, one of the brand's U.S. accounts, show Iodice could use a boost. Half of the dozen dresses featured are on discount. Iodice blamed that on the transition into a new season, and said the company is shipping fall/winter goods now, and is reviewing proposals for a store on Madison Avenue.

He expects Iodice to post a 34 percent sales gain this year to $75 million, and increase profits from last year's $7.5 million total.

By Catherine Curan

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