How Farm Rio’s Katia Barros Built Her ‘Authentic, Far-From-Ordinary’ Brand
Today, as the founder of a huge brand, with 90 stores in Brazil and full expansion in the international fashion market, I have many tasks as an entrepreneur and leader. I take care of business management, people development, result analysis, branding, strategic planning, and our expansion strategy. But what I have always really enjoyed is dedicating myself to collection development. I love choosing colors, creating prints, defining raw materials, and designing shapes. I also love research trips, when we get out of our work routine to be in touch with other cultures. These are delicious moments. I have traveled to unique places such as Japan, India, Thailand, South Africa, Australia, Hawaii, and Mali, among many others. I’m also fascinated by Brazil, a continental country with diverse and inspiring places. The creative research moment is a thrilling stage.
Can you tell me a bit more about your design process? Is there a specific routine you have to get into the zone? A playlist you have to listen to or a candle you have to burn?
I have a creative process with several phases. It all starts with detailed calendar planning. I’m responsible for the macro brand strategy and have a fine-tuned team to execute all the steps by my side. Inside our company, the organized creative areas follow a well-defined flow. The collection concept is the first step. We can talk about a place, partner with an artist or brand, or translate a specific part of Brazilian culture. There are a lot of possibilities. From this concept, we design the prints, choose the color charts, and pick one or many shapes. Next we select the raw materials and create the styles. Afterward we organize a big fitting session. When the pieces are finally approved, we start the visual campaign that connects our creative concept and clothes with everything the collection embraces in each one of our communication channels.
What’s the most rewarding part about your job?
I really enjoy training people and supporting them in their professional development. I like to shine a light on skills and not focus on flaws. I’m pleased to follow those who started at Farm Rio, flourished, and grew within the company to reach leadership positions. I love feeling the pride, not only of our team, but also of clients, friends, and everyone with us on this long, successful journey. Our story inspires other designers and brings pride and self-esteem to our country. I feel honored to have built a company made up mostly of women. Our social and sustainable commitments are also rewarding. We want, more and more, to positively impact the world. And finally, emotion: I get emotional when we, as a fashion brand, move people through meaningful products. Farm Rio talks about happiness, and people love it. We are playful and affectionate, and the world needs this love more than ever.
Do you have any advice for aspiring Latinx designers?
My advice is: “Look inside yourself.” Being true to yourself can take us further than we have imagined. Another message that I would give to future generations is the understanding that fashion has become a platform through which, collectively, we can make the world a fairer, nicer place. Embrace inclusion, sustainability, social, artistic, and cultural projects. And remember that nothing is built without a thousand drops of sweat. Always fly with your feet on the ground!
