FARM Rio, Brazil’s most beloved fashion and lifestyle brand, is venturing further into the Northern Hemisphere; after taking Paris’ Le Bon Marché by storm, they’re expanding into the UK with a unique pop-up in the jewel of London’s retail crown – Liberty. For their UK debut, the brand invites you to join them on a journey of discovery through the FARM Rio universe; immerse yourself in a trippy tropical experience, with a nature-driven concept brought to life by vibrant signature prints and free spirited designs.

FARM Rio’s story began in 1997 at a marketplace in the heart of Rio de Janeiro, when founders Kátia Barros and Marcello Bastos introduced a collection of colourful garments that captured the vibrant spirit of the city’s lifestyle. 25 years after its inception, the brand has evolved into a group of creatives who believe in the existence of happiness, beauty and joy that can be crafted and inspired by nature, allowing customers all over the world to embrace the carioca way of life.

“We wanted to showcase more of Brazil’s captivating spirit to the world, therefore the next logical step was to expand our business into the United Kingdom by collaborating with a cultural institution with a worldwide fashion presence, and Liberty London was the perfect partner for that”, says Co-Founder and Creative Director Kátia Barros.

Community is at the core of FARM Rio’s ethos, which is just one of the reasons they invited Brazilian artist Lulu Novis to co-create the pop-up concept alongside their in-house creative team, the result of which is a space that encapsulates the fun surrealism of the brand’s essence; a universe of heritage prints and tropical design. The pop-up was designed to ignite imaginative scenarios that create more than just a visual impact, but also a sensory experience that evokes what it means to be a nature lover and the feeling you get when you dress in happiness. Prints and colours are conveyed in a multitude of ways, featuring on mannequins to rugs, and fun installations are crafted to dazzle senses. Each detail of the space has been carefully considered in order to create an authentic nature inspired ambience, from wallpapers, bold graphics, intriguing objects, curated vintage furniture and collaborations with local Brazilian artisans.

FARM Rio believe they have a responsibility to use their platform to promote a caring relationship with nature, encouraging those around them to keep local culture alive and inspiring positive transformations. One of the brands most important initiatives is their partnership with the One Tree Planted organization who restore forests, create habitat for biodiversity, and make a positive social impact around the world, with a specific focus on the Amazon, the worlds largest rainforest, the Atlantic Forest amongst other Brazilian biomes. For each purchase made on their website, stores and other authorized retailers, one tree is planted in Brazil’s endangered forests. More than 600,000 trees have been planted as a direct result of FARM Rio’s partnership.

Visit the FARM Rio pop-up at Liberty, Regent Street, W1B 5AH, from 28th June to the 8th August.
You can also visit online at www.FarmRio.com