Introducing our latest BoF Professional briefing, Worldview, your weekly analysis on the global markets that increasingly drive growth in fashion, including spotlights on must-know people, companies and places, and a round-up of international news.
Investing In a New Kind of Brazilian Bombshell
Who: Sandra Chayo, marketing director and style director of Grupo Hope, manages one of Brazil’s largest lingerie and resort wear companies alongside sisters Karen Hara Sarfaty and Daniela Hara Shalev and CEO José Luis Fernandes
What: Grupo Hope consists of the Hope brand of lingerie, accessories and pyjamas; Hope Resort, a casual fashion, activewear, athleisure and beachwear brand; and the more affordable Bonjour Lingerie underwear brand
Where: São Paulo, Brazil
“I’ve never told anyone this before,” confides Sandra Chayo. Less than a month before her father died last year, Chayo had to present him with a radical image overhaul of the lingerie company he founded five decades earlier. “I could only fix my eyes on his reaction; I really thought I was going to shock him,” recalls the Brazilian marketing executive.
Even though he was in some ways ahead of his time, her father Nissim Hara was a product of his generation. Hara had emigrated from Lebanon to Brazil after he was left fatherless at the age of 12 and spent his teens working to support the family until his uncle sent him to São…