We are what we wear. I think that is so true. Not only what we wear reflects our identity and character, it also often carries cultural traits too. Just look at Michelle Obama’s African and American influence in her ‘strategic’ choice of clothes.
In a video clip from São Paulo Fashion Week about the cutting edge design of the swimwear from Brazil, Igi Ayedun, a local photographer summarise it brilliantly:
“I think that Brazilian bikinis are so small because we are under the primitive influence of the indigenous people. Many people out there think this is a stereotype, but it’s the truth. We come from a culture where clothing is very small, minimal The Indians didn’t wear layers of armour as we see in Europe. The medieval Brazilian man is the Indian.”
What it means to us who communicate the message of global brand to foreign markets is that when appropriate, we should let the cultural roots or ‘country of origin’ of the brand shines – that can well become the brand’s most distinctive identity.