Pharrell Williams, Louis Vuitton’s creative director, indirectly honored the sector that produces the most and adapts best to global crises—Agribusiness—with his western country bet. Enthusiastically, Louis Vuitton not only dominated international runways by imprinting country fashion but also sparked a rush among women in the sector to hunt for exclusive pieces in stores in Brazil’s major capitals.
Some of the main events on the sector’s calendar are: the Congresso Nacional das Mulheres do Agro which takes place in October in São Paulo, the Agrishow fair and the Agrotalk Show corporate event which occur in Ribeirão Preto, the national capital of Agribusiness, ExpoLondrina in Paraná, 
ExpoZebu in Uberaba-MG and the Norte Show in Sinop-MT.
For businesswoman and cotton farmer from Grupo Progresso, Ani Sanders, “Agribusiness involves all sectors, especially the fashion market which has been constantly honoring our main fibers like cotton, polyester, and viscose. We know that our cotton cultivation is one of the most sustainable in the world, from raw material extraction, fiber transformation, to garment making and sale; Brazil’s great advantage is that all these sectors operate on national territory. Point for us!”
Today in Brazil, nearly all of its cotton production has BCI (Better Cotton Initiative) certification, known as Sustainable Cotton according to ABRAPA (Associação Brasileira dos Produtores de Algodão), and the businesswoman adds “Eucalyptus, cellulose farmers, among others, remain the same, who have brought great pride to Brazil abroad. As an example of work produced here, we have stylist Martha Medeiros, a reference in sustainable fashion who has dressed several foreign celebrities and who has a keen and valuable eye especially for cotton and its entire production chain.”
Speaking of fashion concepts, Louis Vuitton’s 2024 western collection followed an earthy color palette, boots in collab with the Timberland brand, leather jackets, belts referencing rodeo buckles, cowboy hats, lots of fringes, and plaid flannel shirts.
Singer Beyoncé chose a custom-made look by Louis Vuitton to mark her presence at the 2024 Grammy, praising the excellent results presented on the French maison’s runways. The jacket, skirt, t-shirt, belt, and tie all came from the 2024 winter collection, including the dramatic white hat that delivered contrast and elegance to the pop diva. We remain eager for the big bets from major brands in the 2025 winter season.
ARYANE GARCIA
Journalist
@aryanegarcia