Fundação Renova

EMBROIDERERS AND CRAFTSWOMEN FROM HOME IS WHERE THE HEART IS COLLECTION PARTICIPATING IN THE CREATIVE WEEK OF TIRADENTES IN THE HISTORICAL MINING CITY

Published in: 11/17/2021

Economy and innovation

Curated by stylist Ronaldo Fraga, the initiative will also receive mentoring from São Paulo Fashion Week Regeneração

Between October 21st and 24th, the embroiderers and artisans from the Home Is Where The Heart Is collection will participate in the 5th edition of the Tiradentes Creative Week (SCT). The event will take place in person, respecting security protocols, in six different points of the historic city of Minas Gerais. The program includes lectures, workshops, conversation circles, exhibition and product sales. The event will also be broadcast live on the official edition channel on YouTube. To participate in person, those interested must make a reservation for the activities and purchase tickets for the workshops on the website: https://Semanacriativadetiradentes.com.br

The Tiradentes Creative Week aims to disseminate and value traditional knowledge, helping to preserve it and promoting a revitalization of crafts and design products. Curated by the Minas Gerais stylist Ronaldo Fraga and the General Culture Association (ACG), the event marks the end of the partnership with the Renova Foundation. The products will be on sale at the Tiradentes Creative Week store, located at Rua do Chafariz, 11, in the Historic Center.

Program schedule

On 10/22, at 2 pm, a round of conversation about the collection will be held with the participation of Ronaldo Fraga, from the project’s consultant, Ana Vaz, from the coordination of the Economy and Innovation program at the Renova Foundation, Ana Cristina Lage, from ACG consultancy, Mirian Rocha, and of the artisans Maria Zélia, from Mariana, and Andréia, from Barra Longa. The activity will be broadcast on YouTube and will take place at Espaço VB at the Pequena Tiradentes inn (av. Gov. Israel Pinheiro, 670). To participate in person, interested parties must register through the link: https://www.sympla.com.br/roda-de-conversa-minha-casa-em-mim__1366432.

Results 

The creation of the Home Is Where The Heart Is collection had the consultancy of Ronaldo Fraga, and the result was presented at the closing fashion show of the 2020 edition of São Paulo Fashion Week. Until September 2021, the collection had earned around BRL 100,000 to participating artisans, through the sale of products at physical and virtual points of sale. 

São Paulo Fashion Week 2021

The productive groups from the Home Is Where The Heart Is collection and the Meninas da Barra group, from Barra Longa (MG), were selected to participate in the São Paulo Fashion Week Regeneration Festival. Announced by São Paulo Fashion Week, the event will provide mentoring with the participation of fashion stylists and designers for 50 projects.

According to Andréa Furtado, there will be no remuneration for the selected groups. The festival’s main objective is to make the participating groups think about the fashion chain as a whole, in a professional and strategic way. At the end of the monitoring period, the projects may even be able to develop new products that may have the SPFW seal. “This is a result of our project and our partnership with these groups. The Renova Foundation took no direct action in this. The groups signed up and are taking advantage of the opportunity provided by having launched this collection”, explains Andréa Furtado.

Home Is Where The Heart Is

The result of works carried out with 13 groups of artisans directly and indirectly affected by the collapse of the Fundão dam, in Mariana (MG), the Home Is Where The Heart Is collection is part of the Collective Catarse project, carried out by the Renova Foundation in partnership with the Association of General Cultures (ACG). The work started in August 2019 was curated by stylist Ronaldo Fraga, which allowed for a reinterpretation of the handcraft and agricultural products developed by 175 people in the project. 

Combining gastronomy with “handmade”, the collection features products that rescue the traditions and singularities of Mariana’s history and the universe of Minas Gerais. The products exude minerality and reflect the potential of artisans in the region, recovering knowledge and practices through the creative economy and associated local production. 

On October 8, during Tiradentes Creative Week, Ronaldo Fraga and ACG consultant Mirian Rocha presented a documentary about the Catarse Coletiva project, the collection and the partnership with the Renova Foundation and the stylist. The live is available through the link https://www.youtube.com/watch?v=qx-KeakRSXU 

 

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