There’s solid ground beneath his feet — a field that belongs to him, where he needs no introduction. A fertile ground of creativity, where new talent can flourish. Whether on the catwalk, behind the scenes or in the agency he heads, Luís Pereira is an essential name in Portuguese fashion.
(Left) Shoes: Carlos Santos; Total look: Jil Sander at Stivali Boutiques | (Right) Turtleneck: Stylist own
(Left) Shoes: Calçado Penha; Coat: Bottega Veneta at Stivali Boutiques; Shirt: Jil Sander at Stivali Boutiques; Trousers: Jacquemus at Stivali Boutiques | (Right) Shoes: Centenário; Vest: Maison Margiela at Stivali Boutiques; Shirt: Jil Sander at Stivali Boutiques; Pants: Jacquemus at Stivali Boutiques
Turtleneck: Stylist own
(Left) Shoes: Centenário; Shirt: Jil Sander at Stivali Boutiques; Suit: Jacquemus at Stivali Boutiques | (Right) Vest: Maison Margiela at Stivali Boutiques; Shirt: Jil Sander at Stivali Boutiques
Shirt: Bárbara Atanásio
(Left) Shoes: Ambitious; Turtleneck: Stylist own; Vest and trousers: Lidija Kolovrat | (Right) Shoes: Calçado Penha; Total look: David Catalán
(Left) Boots: Fly London; Total look: HIBU | (Right) Shoes: John Lakes; Total look: Bottega Veneta at Stivali Boutiques
Photography: Ricardo Santos
Styling: Joel Alves
Words: Cláudia Pinto
Make Up: Alex Origuella
Prop Styling: Snowberry
Talent: Luís Pereira
Model, fashion producer, PR professional — he runs one of Portugal’s biggest fashion media agencies: Showpress. He plays many roles in the fashion industry. With a unique perspective on the sector, Luís Pereira is above all fertile ground for creativity.
“I am all these things (model, producer, PR professional) because I always try to build something new. I’ve always lived for the future: perhaps that’s why I love fashion so much. I’m fascinated by the idea that every six months something is reinvented and renewed. There’s always continuity, but there’s also always change”.
But let’s take it one step at a time. He started out as a model, but life had other plans and the world behind the scenes called more strongly in this world that seems so mysterious to some.
“I felt comfortable in all the roles. I lived them at different times, and they made sense in each phase. Today, I would never be a model, but it wouldn’t have made sense to start my career as the CEO of a fashion communications agency. It was through the different phases that I gained an understanding of the industry, its weaknesses and its strengths”.
His years as a model were significant because, as he explains: “experiencing both sides means having a broader and more complete vision. I can be more assertive and effective in interpreting and developing concepts or ideas. But the codes are constantly updating. Casting today is very different from what it was 10 or 20 years ago. We have new aesthetic ideals, we’re more global, we process information faster. A livestreamed fashion show has to be designed differently from a traditional show, where the audience plays an essential role. They’re different performances, and the pandemic has made this difference even clearer”.
Portuguese fashion has not been around long, but it has a legacy of culture, expansion, and resilience. Luís Pereira has been part of this world for more than 20 years. “I belong to the first generation of professionals who have seen everything come into being: designers, studios, designer support associations, modelling agencies, stores, international representatives, etc. We’re still far from the ideal scale, which should be more global, but we’ve grown”, he says. “I feel that the new generations of designers already have a very clear idea of how to develop their brands. How to use social media to give their products a boost and greater visibility. The journey continues, despite the difficulties”.
“Patience, resilience and an endless capacity to love beauty. Nothing is easy, but there’s always room for a fresh perspective…” These seem to be the right ingredients for a successful career in the world of fashion. Or at least they’re the right ingredients for Luís Pereira.
