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O PREGUIÇOSO: João Magalhães gets lazy at ModaLisboa

In a departure from traditional fashion show formats, João Magalhães presents his latest collection “O Preguiçoso" (The Lazy One) in a unique performance-based installation at his studio. The designer’s new work is a culmination of months of exploration and experimentation, reflecting his growing dissatisfaction with the current state of the fashion industry. Magalhães seeks to challenge the prevailing consumerism and superficiality that often dominate the fashion world, advocating for a more meaningful and sustainable approach.

“Fashion should be about more than just making stuff,” Magalhães  asserts. “As an artist, it’s my responsibility to convey deeper meaning through my work.”

The designer’s collection is accompanied by a series of illustrations, a reflection of his ongoing exploration of new mediums to communicate his message. The installation serves as a powerful protest against the relentless pursuit of big brands and the economic pressures faced by emerging designers in Lisbon.

“I’m presenting only four new pieces. I refuse to make more volumes of clothes until I sell what I have already made. Clothes are not eggs or vegetables. They do not rot from one season to another.”

Magalhães' decision to forego a traditional runway show is a deliberate statement against the unsustainable nature of the fashion industry. He believes that the constant cycle of fashion weeks, often resulting in minimal sales and limited international exposure, is both constrictive and harmful.

“I cannot afford to put on a fashion show so people can do an Instagram story about it and move on. I have taken on freelance work, which limits my time. I can’t afford a catwalk, nor do I want to do it. Why is art seen as a desirable commodity by those who can afford it, and clothes seen as superfluous even when the techniques used are interchangeable and the creative process is the same?”

By presenting his collection in a more intimate and interactive setting, Magalhães aims to foster a deeper connection between his work and the audience. He hopes to challenge the perception of fashion as a mere commodity and encourage viewers to engage with the creative process behind each piece.

“In this performance, I've caged myself like a circus animal to be viewed by the public while I work,” Magalhães says. “It's like my real life, the public wants to attend and feel included, part of the fashion milieu… but they do not, or cannot, engage with the product. Instagram likes do not pay my bills. I've been accused of being lazy, so I thought… if I’m seen as lazy, then I'm going to give you a hint of what goes into a collection before I cut a pattern or sew a sleeve. Literal months of research, reading, thinking, feeling. Adding and taking away.”

As the fashion industry continues to evolve in an uncertain direction, João Magalhães’ work serves as a reminder of the importance of authenticity, sustainability, and meaningful expression. João invites you to support not only his work but also the rest of the emerging Portuguese fashion community. By purchasing a small artwork or even acquiring pieces from his past collections, you can help ensure that truly exciting and authentic artists and designers can continue to pursue their passions without compromising their vision. Let's collectively support the future of Portuguese fashion and celebrate the creativity and resilience of emerging talent.