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The Portuguese designer Alexandra Moura is designing Decenio’s new collection, which should arrive in stores next spring. A cooperation that marks the beginning of a new path for the brand owned by the Cães de Pedra group, which wants to rejuvenate it by bringing it closer to designer fashion and to new creators. This is the first step of a change that is yet to unfold completely.
Many are the surprises that Decenio will unveil by the end of the year, in a strategy whose “overall purpose is to value and amplify the brand’s international reach”, reveals Maria Manuel Sousa, Marketing Director.
The target audience of this new positioning is young people, who still don’t see Decenio as a brand for their demographic. The strategy is meant to jolt young fashion consumers, a call to action, which is currently being done by changing communication across Decenio’s digital platforms. An Instagram story showed the first images of this new project.
“We are a Portuguese brand, so it was natural to start this project with a Portuguese designer. This is only the first stage of something that, certainly, will have continuity”, promises Ricardo Fernandes, the leader of the group that also holds the brand Lion of Porches.