Friday, 3 OCTOBER. 08:00 PM
Pátio da Galé. Access by invitation only.

A ALEGRIA É A COISA MAIS SÉRIA DA VIDA (Joy is the most serious thing in life) takes as its starting point the statement by José de Almada Negreiros, spoken in 1932 at the D. Maria II National Theatre. In this speech, the artist distinguished joy from superficial laughter, positioning it as a conscious, courageous, and structuring attitude toward life. His formulation reveals an understanding of joy not as something incidental, but as a vital force capable of guiding the individual in the face of life’s challenges.

It is within this framework that the collection seeks to situate itself. Drawing inspiration from Almada Negreiros’s work, it revisits graphic elements, geometric shapes, and the intense use of color, which in the artist’s practice functioned as a language of experimentation and modernist assertion. Transposing these elements into clothing creates a visual and conceptual field where joy is understood as vitality, movement, and energy.

The moment of the collection’s presentation aims, therefore, to go beyond mere aesthetics and be experienced as a collective event. Through color, rhythmic repetition, and the power of prints, it proposes that joy manifests as a shared and transversal feeling, assuming the role of both resistance and possibility for communion.

In this way A ALEGRIA É A COISA MAIS SÉRIA DA VIDA is not presented merely as a title, but as a conceptual principle. As in Almada’s work, joy is understood as an existential and critical attitude, an active force that withstands adversity and asserts itself as a condition for thinking about the present and the future.