Beija Brazil's New Life in Vida by Juliana Paes
Beija Brazil lingerie found a new life in loungewear. The lingerie line, which launched in 2003, enjoyed such high success with its lyocell loungewear division that designer Guy Blews and owner Uri Singer folded Beija Brazil lingerie and relaunched the loungewear in collaboration with Brazilian celebrity Juliana Paes. The new line is called Vida by Juliana Paes.
Blews and Singer met Paes, the famous Brazilian actress and model who is the face of L’Oreal and Garnier in Brazil, on a plane returning from Brazil. Paes’ down-to-earth attitude and active lifestyle became the inspiration for the new line.
Vida keeps the formula simple with one fabric, lyocell, in 10 different colors. New styles and prints are added each season with a caramel color overlock stitch present on each style to tie it all together. “It was originally designed as easywear,” Blews said. He continued that the lounge pants and extra-long hooded sweaters function depending on the wearer’s lifestyle from yogawear to daywear, sleepwear to activewear. “People use it at the beach, so it’s beachwear.” Wholesale price points range from $25 for a camisole to $47 for a long-sleeve hooded top.
Paes’ celebrity in Brazil opens doors for Vida to turn into a lifestyle brand. Blews said Brazilian department store Leader is interested in an exclusive deal to sell Vida lifestyle products such as beach towels, shoes, belts and handbags.
For more information, contact the corporate showroom at B1079 of the California Market Center at (213) 622-1079.—Rhea Cortado
