Brazilian fashion designer and Rio de Janeiro-based leather industry owner Patricia Viera’s innovative designs have won her a loyal following in Brazil. Showcasing twice yearly at both São Paulo Fashion Week and Fashion Week Rio, Viera’s chic bold prints and full length hand punched leather dresses have gained her international recognition and orders from stores such as Barneys New York, Colette in Paris, Browns in London and Joyce Hong Kong, as well as Moda Operandi. In 2011, Viera launched a diffusion line called Pat Pat’s in collaboration with her daughter Andrea Baptista. Created for the younger Patricia Viera customer, the label offers fresh, youthful designs at a lower price range.
Having moved to London in early 1970’s, the designer’s early career in fashion began working as an assistant for British stylist Sally Mee in 1975. On her return to Brazil in 1979, Viera began working with Mauro Taubman, founder of Brazilian clothing line ‘Company’, to manage the brand’s line of shoes. Crediting this experience as her inspiration for working with leather, Viera launched her namesake brand in 1998. In the 15 years since the launch of the brand, Viera is stocked by 43 multi-brand store concessions in Brazil and 64 abroad.
Viera works closely with Brazilian stylist Felipe Veloso and niece, model Alice Dellal in creating a strong, edgy identity for her brand. The designer has also broken boundaries in the industry, finding solutions to fashion's waste problem through making use of all waste fabrics for her Summer 2020 collection. In 2017, Viera's Sao Paola Fashion Week showroom featured artisans embroidering dresses using laser-cut leathers as guests watched.