BRANDING THE BASE
A New Strategy for Independent Businesses
Free admission, with mandatory registration, HERE
How can a Fashion business be built, sustained, and projected without yielding to the pressure of pre-established formulas? This conversation brings together perspectives from design, commerce, and education to reflect on the possible paths for creating viable, consistent, and independent authorial brands. In a sector often marked by cycles of expectation and collapse, it is crucial to discuss how creativity also inscribes itself in strategic planning, and how long-term vision can replace the urgency of immediate success. More than launching brands prematurely into the market, the goal here is to rethink models that allow for growth with clarity, in their own time, and on their own terms.

HOST: RUI MARIA PÊGO
Rui Maria Pêgo. 36 years old. Seventeen of them spent between Radio, Theater, and Television. He holds a degree in History from Universidade Nova de Lisboa and a Master of Fine Arts in Professional Acting from the Bristol Old Vic Theatre School (UK), with a specialization in Shakespearean performance at the Royal Academy of Dramatic Arts (UK). He is the author of Filho da Mãe, a satirical series that premiered on Canal Q in 2015. Rui Maria Pêgo has presented programs on all three generalist television channels in Portugal and has created several others on different radio stations — Rádio Radar, Sudoeste, Mega Hits, and Rádio Comercial. On the latter, since 2023, he has hosted Debaixo da Língua, an interview podcast of his own creation. His artistic path includes participation in the advanced theater program École des Maîtres, the Passaporte Lisboa initiative, productions for BBC Radio Three (All I Was When I Wasn't Anyone) and RTP (Erro 404 and Prisma), as well as stage performances in Avenida Q, Henry VI – Days of Rebellion, Water Party, and Metamorfoses. Soon, he will be part of Titus, a reimagining of William Shakespeare’s Titus Andronicus, directed by Estrutura, premiering in November 2025 at Teatro do Campo Alegre in Porto, and in 2026 at Centro Cultural de Belém in Lisbon. He first entered ModaLisboa at the age of 15, and has never stopped returning since.

CAROLINA SANTOS | ALAMEDA TURQUESA
Carolina Santos, an architect who graduated from FAUP, founded Alameda Turquesa together with her mother, creating a Portuguese luxury footwear and accessories brand that has grown into a global name. Since Anna Dello Russo first discovered the brand on Facebook in 2015, Alameda Turquesa has been consistently featured in the international press, with regular articles in Forbes and Vogue. Its iconic designs have been worn by some of the most renowned celebrities, including Bella Hadid, Cindy Crawford, and Kylie Jenner, and have also been worn on screen by Emily in the hit series Emily in Paris. Today, Alameda Turquesa is carried by leading luxury retailers worldwide.

FEDERICO POLETTI | IED - ISTITUTO EUROPEO DI DESIGN
Federico Poletti is an art and fashion professional whose career bridges academia, curation, and creative direction. He holds a PhD in Visual Arts and two master’s degrees completed in Milan, integrating art, fashion, and communication. Over the years, he has served as Art Director and Communication Consultant for leading brands and institutions including Missoni, Sportmax, Pitti Immagine, White Milano, Museo del Tessuto, and the Sozzani Foundation. He is also the founder of NEXT GEN, a platform dedicated to supporting emerging creative voices, and serves as Scientific Leader of the Fashion Marketing & Communication program at IED Moda Milano. As both curator and consultant, Poletti continues to foster dialogue between industry and academia, shaping innovative approaches at the intersection of culture, design, and fashion.

MARIANA MATOS | PARLAMENTO
Graduated in Fashion Design from FAUL in 2015, she worked as a freelance Technical Designer and Contributing Writer for MODAPORTUGAL and ModaLisboa. Between 2018 and 2019, she interned at Acne Studios in Stockholm, in the Menswear Product Development Department. Upon returning to Portugal, she joined the first sales team at Parlamento Lisboa, contributing since then to its growth across multiple areas: communication, creative direction, special projects (merchandising, pop-ups, collaborations), and e-commerce. She currently holds the positions of Buyer and General Manager.