The business, the marketing, the change.

A discussion on the systemic transformations of fashion in recent years: what has changed, what has improved and what still needs to be changed in order to consolidate an agile, modernized industry capable of real positive impact. The three speakers share their perspectives, strategies and the investments needed for businesses to be able to respond to contemporary challenges.

rui maria pego


35 years old. 16 of them spent between the Radio, Theater and Television. Graduated in History from Universidade Nova de Lisboa, and Master in Fine Arts in Professional Acting from Bristol Old Vic Theater School (UK), he is the author of "Filho da Mãe", a satirical series that premiered on Canal Q in 2015. He has already hosted shows on the three main Portuguese TV channels and invented many others on several radio stations (Radar, Sudoeste, Mega Hits), and is currently on Rádio Comercial, where he conducts the interview program/podcast "Debaixo da Língua", and "TNT- Todos no Top".
He closed 2023 in a production for BBC Radio Three about the poet Fernando Pessoa, "All I Was When I Wasn't Anyone", after being one of four Portuguese artists in "École des Maîtres" by French-Argentine director Marcial di Fonzo Bo, and one of the actors chosen for edition number 8 of "Passaporte Lisboa", an initiative by the Portuguese Cinema Academy.
Passionate about fashion, he was considered Person of the Year for ILGA Portugal in 2017 and, in 2018, on the cover of GQ Portugal magazine.
After "Water Party", a dystopian theater show created by Mimi Collins in London, you will see him next with the premieres of the RTP series "Erro 404", the film "Prisma" by Sónia Balacó and Zé Bernardino, and also the fourth season from "Im-pertinente", the podcast from Fundação Francisco Manuel dos Santos, where Rui Maria Pêgo will pair with neuroscientist Luísa Lopes to unravel the mysteries of the brain.
The first time Rui went to ModaLisboa he was fifteen years old, and since then he has never stopped coming back.

ana duarte 2


Ana Duarte (Lisbon, 1991), founder and designer of the DuarteHajime brand, studied Fashion Design at the Faculty of Architecture in Lisbon and finished her Master of Arts in Menswear Design and Technology at the London College of Fashion, with distinction, in 2015. Currently, she is a guest teacher at the Lusófona University in the Fashion Design Course.
In October 2016, she presented the “SS17 Knock Out” capsule collection at the Sangue Novo competition, at Lisboa Fashion Week, and won an Honourable Mention Award, starting to be part of the official calendar, in the LAB platform. In 2018, she presented the “SS19 Monaco GP” collection at Riga Fashion Week, and integrated the United Fashion showroom, where she participated again in 2021.
Ana Duarte is the winner of the C.L.A.S.S. Icon 2021 Award: the annual competition for visionary creatives who combines design, responsible innovation and communication, capable of raising contemporary consumer awareness of the new values of sustainable fashion.
With a passion for drawing and illustration, Ana Duarte is a professional illustrator with 5 published books. All the DuarteHajime brand’s prints are exclusive, made by the designer, adapting to the concept of each collection.
DuarteHajime intends to redefine the concept of streetwear, creating a Cool Lifestyle. The brand focuses on sustainability and mixing and creating different textures essentially through the use of unique prints, natural and technological fabrics, and knitwear.

cesar araujo


César Araújo is a businessman and Chairman of the Board of ANIVEC - National Association of the Clothing and Fashion Industries, with around 40 years' experience in creating, developing and internationalising businesses, especially in the fashion and clothing sectors. The son and grandson of tailors, Araújo inherited the know-how that led him to found CALVELEX in 1985, where he occupies the role of CEO. A director of CITEVE - Technological Centre for the Textile and Clothing Industries of Portugal and non-executive Board Member of PCIAW - Professional Clothing Industry Association Worldwide (an international association based in the United Kingdom), he maintains an active role in the Portuguese clothing industry.

monica seabra mendes


Mónica Seabra Mendes has a Masters in Luxury, Fashion and Art Management from the Sorbonne University (Paris) and a degree in Business Communication from ISCEM, Lisbon. She began her career in the press department of the haute couture house Guy Laroche, in Paris, and then held various positions in communications and marketing of the L'Oréal Group. She was Marketing Director for the Japanese brand Shiseido in Portugal and a consultant for the Iberian market, and Marketing Director for the French cosmetics and perfumery group Clarins in Spain and Portugal. She is the founder of Affluencial — a platform dedicated to consultancy and training in the area of luxury management. Mendes ran the "Luxury Brand Management" Executive Programme in Miami, in partnership with the Institut Supérieur de Marketing du Luxe in Paris. She curated the international experiences of "Inspiring Women Entrepreneurs" in Dubai, Portugal and Italy.
She has been Director of the Luxury Management Programme at Católica Lisbon School of Business & Economics since 2011, as well as a lecturer at the same university in the areas of Service Excellence and Customer Experience. She is also the author of several articles on the subject of luxury and a guest speaker at national and international events, as well as a member of the Advisory Board of the Portuguese Association of Brands of Excellence | Laurel.