helena montanarini

Conceived by Helena Montanarini, Daslu Homem was the first multi-brand luxury menswear of the country. It changed the way Brazilian men shopped for clothes and from there on Brazilian man changed their attitude towards clothes and became interested and began to understand fashion. More importantly, began to choose and buy their own clothes, a role almost exclusively adopted by women until then. Helena was multitasking: she created the concept of a man’s club, set the mix of imported brands – over 60, implemented the store, oversaw purchasing, marketing, promotion and put together a team of differentiated salespeople. As style director, launched the private label collection, another success story. The project consolidated its name in the male lifestyle segment.