Beija Brazil: Lingerie That Feels Like A Brazilian Kiss
An interview with Guy Blews, Designer / Beija Brazil
Yvette N. Coleman

How did you get started in the lingerie fashion industry?

My business partner, Uri Singer, started the company and asked me to help him with a couple of issues he was having in Brazil so I flew to Brazil and helped out as much as I could and the rest is, as they say, ‘what it is.’ I must add that it has not been an easy transition for me with lingerie. As a man, lingerie was always something that was, to me anyway, ‘better on the floor!’ It wasn’t until I was working and designing with Beija Brazil that I understood fully how lingerie is something that makes a woman feel sensual and sexy on the inside. And by now, we all know that our mind is our biggest sex organ - - don’t we!

What does ‘Beija Brazil’ mean?

It basically means ‘kiss’ - - a ‘beijo’ is a kiss, but ‘Beija’ flows better with Brazil.

What was your inspiration for your Spring 2006 collection?

Well, having really tried to push the boundaries of the lingerie fashion with bright colors and innovative styling, I have come to realize that being innovative in style is not always the best way to break a market. So with this I have gone ‘back to basics’ - - I have reduced the collection to one fabric, Lyocel, in ten colors. Lyocel is a tencel fabric that washes and holds color better than anything else I have ever worked with. All the styling is not very simple. I have divided the collection into three main ‘families’: Vida, which has an overlock twist seam; Sol, which has denim style stitching and a single row of rhinestones; and Basics, which come with a twist seam and longer body length.

How does your line position itself amongst the top lingerie lines?

Beija Brazil now aims at a different sector [than a lot of the top lingerie lines]. Our collection incorporates lingerie that can be used for daywear, nightwear, sleepwear, loungewear, yogawear and beachwear. This is why we call it ‘everywear’ - - the new powerhouse!

Where can your collection be purchased?

In good boutiques around the country; Empatic at Fred Segal in Santa Monica; Jigsaw on Melrose in Los Angeles; Linger in New Jersey; Underneath in Miami; So Be Kini in Miami Beach, www.figleaves.com and of course www.beijabrazil.com

What do you think are the biggest trends right now?

Over the past few years, lingerie has become innerwear/outerwear and I really feel as if everyone is resting their laurels - - nothing in the market is pushing any boundaries, apart from, possibly, the use of newer fabrics. It seems to me that the lingerie market is stuck with the same bodies that it had five or ten years ago. I mean even the length of a camisole is the same despite the fact that people wear lower cut jeans. I can only really comment on the unstructured lingerie with any authority, (and even that could be questioned!), but I look at the structured market and I find it scary and turn away as quickly as possible…

What trends are you seriously tired of?

Everything! Even push up bras just end up providing disappointment at the final hurdle.

What trends do you expect will be big next season?

Considering that there is nothing new for people to get excited about, I guess the innerwear/outerwear market will continue as it has. And this is why I developed the ‘Rip-off,’ which is a baby doll dress and underwear that is literally ripped off the girl’s body while she is wearing it, providing an interactive and sexy experience for both the men and women. And being the decent people we are Beija Brazil, it can be reused with the attached ties. Ingenious! And no rip-off when it comes to money!

How do you bring awareness to your collection?

By creating products that not only the buyers like, but also the customers want to wear and want to wear in a bunch of colors. With the celebrity advertising that goes on in US Weekly etc., every [company] is trying to place its product with/on a celebrity. If you are lucky this can really work! But I have tell you that most pr people cannot deliver what they say they can because even the celebrities are overwhelmed with the ‘freebies’ and so sales are the best way to ensure a great brand name.

How long have you been a part of Lingerie Americas (LA)? Is it necessary for lingerie designers to take part in trade shows such as LA?

3 years. I would say so, yes, because it is one of the main ways to gain more customers who might not be easily available to a representative and also it is the best way to gain international clients as well.

What's next for Beija Brazil?

I am expaning Beija Brazil into the eyewear market. I will continue to use Lyocel as the main fabric and I will add more styles that can accommodate as many activities as possible in a simple, stylish and practical way. So far, the sell-through on the Vida collection has been phenomenal and so I will offer more bang for the buck with this new collection to continue this growth that we are currently enjoying.

Any advice for someone trying to break into your profession?

First and foremost, it doesn’t take $15,000 dollars to start a clothing line. It takes $150,000 minimum. This is the first mistake young designers make. It is the most predictable one too. And the reason? You are always playing catch up with fabric quantities and bad credit. You can never buy the exact amount of fabric you want and so this messes up your bottom line. Stores will always mess you around if they can so beware!
Secondly, get practical experience. Schooling is all well and good, but there is nothing like the real world for learning the truth. The theory of a classroom is like watching a video at one-tenth its normal speed. The reality of the clothing industry is best compared to learning a language a language. In the classroom every word is spaced out and simple. In the real world, a sentence sounds like one long word. And that is the fashion world: non-stop, confusing and full of hidden innuendos. Shall I stop rambling now?