Telenovela Trends

In Latin America, soap operas, or telenovelas, are style touchstones. More than simple TV entertainment, telenovelas have become a trendsetter’s medium, and are the primary source for fashion information for millions of Latin American women.
From stereotypical dramas mostly produced in Mexico to contemporary soaps from Brazil and major hits like Ugly Betty from Colombia (the inspiration for the American show of the same name), the choices made by telenovela stylists have a major impact on the Latin American fashion industry — similar to the effect Patricia Field’s styling on Sex and the City had in the US.

When Gilberto Braga’s Dancing Days was showing in the ’70s, it took just a couple of close-up shots of Sonia Braga’s lurex striped bobby socks to create one of the most memorable trends of all time. The same telenovela featured another hit worn by Sonia Braga: Staroup Jeans saw sales increase from 40,000 to 300,000 pairs per month. Recently, Silvio Abreu’s Belíssima, shown in 2006 on the Globo TV channel, created an Empire dress craze so huge, it took even the most agile retailer by surprise.
Even Belíssima’s stylist, Georgia Sampaio, was impressed by the "frenessi" she created with her Victoria character, played by Cláudia Abreu. Major clothing department stores such as C&A, Renner, and Leader rushed the "Victoria dress" into production, and according to Renner’s Buying Director, Sylvio Mandel, the company sold more
than 3,200 Empire-line dresses in its stores. Mexican telenovelas follow a similar path. One example of this is the Rebelde craze that engulfed audiences across Latin America. The uniforms from Elite Way School that conquered the tweens and teens included ties, shirts, miniskirts, and boots.

As a matter of fact, trends set by telenovelas are so important to the fashion industry that manufacturers and department stores are setting up partnerships with soap opera
producers to capitalize further on the genre’s major style influence. Popular shoe brand Azaléia created a whole line inspired by Gloria Perez’s America, which showed in 2005, and for the current Paraíso Tropical soap, the label has created a line titled Paraíso Tropical by Azaléia. For Bellíssima, Renner signed a deal with the producers to supply the 500,000 pieces of lingerie that were used in the soap’s fake lingerie
plant and by some of its actors.

We’re also noticing the power of this medium to push increasingly fashion-forward looks. Pé na Jaca is one example. It featured actresses Fernanda Lima and Flávia Alessandra wearing high-waisted shorts with platform pumps and ’70s-style culottes, respectively, when these looks were still being
timidly suggested at high-end designer stores. Helena Gastal, stylist for Paraíso Tropical, doesn’t like the fashion-forecaster title and prefers to think of fashion-forward styling as mere coincidence. Gastal is
responsible for today’s "Bebel" trend, named after Camila Pitanga’s character, whose style is composed of sexy outfits with odd color combinations and maximum accessories. She believes her
characters’ outfits are successful because of a perfect harmony of the actresses’ charisma, story, and "costume proposal."
"It’s almost like a cake recipe," she adds.

Even when they’re not officially in telenovela styling, fashion teams keep their eyes wide open for what’s coming on-screen.
Leader style manager Andriani Coimbra uses telenovela styles as an important instrument to guide the collection. "Our consumers are extremely influenced by telenovelas and some other entertainment shows.
We have to keep focus and have the speed to deliver these popular styles in time."
-Flavia Mendonça

Photos:
Fernanda Lima

Dancing Days
Sonia Braga’s lurex bobby socks
Style on Sete Pecados Telenovela
The Victoria dress