About Claudia

My background is in communication and journalism. I graduated in Communication, with an emphasis on Journalism, from the Federal University of Mato Grosso do Sul (UFMS), Brazil, in 1999.

My professional path has never been linear.

My first experience as a sales/fashion consultant was in London in 2004. I have worked in fashion retail, mainly with women’s fashion. Working in a shop became my way of staying close to fashion — not only looking at clothes, but being close to people who wear them.

I volunteered as a reporter at Revista Papagaio, a magazine for the Brazilian community, between 2000 and 2002 (now closed). I have worked in different places and different roles, and I have also written for a wedding blog and contributed to Folha de S.Paulo during the Brazilian elections in 2013.

And then there is fashion.

The shop floor taught me a lot: I learned to look carefully, listen, notice someone’s style , and understand that sometimes a person does not need more clothes, but to see their own wardrobe differently.

I have seen how a piece of clothing can change someone’s posture, mood or confidence. I have also seen how much a person’s experience with a brand depends on the small details: how they are welcomed, how they are listened to, how the clothes are presented and how they leave the store feeling.

This is where my interest in styling began to make sense to me, but I have never been interested in fashion only as clothing. I have always been curious about the image around it; The people behind the beautiful photograph; The hands that made a garment; the shop window; the fashion show; the streetwear; the city; the film; the memory attached to an old coat; the reason we keep something in our wardrobe long after we stop wearing it.

I like these connections.

They are also the reason I created this website.

Here, I am developing my own creative direction through field notes, visual storytelling, styling and conversations with people, places and ideas connected to fashion and culture.

Alongside my work in fashion retail, I am developing services in closet organisation, personal shopping and personal styling.

My approach starts with what is already there: your clothes, your lifestyle; your memories, and your questions about who you are and how you want to present yourself.

I am not leaving fashion retail behind. I am building from it.

My years working with customers gave me a practical understanding of clothes, people and service. My background in communication and journalism gave me another way of looking — observing, asking questions, finding stories and connecting ideas.

I aim to bring these two worlds together.

Brazil and Europe.
Communication and fashion.
People and clothes.
Everyday life and visual culture.

I am still developing my portfolio, learning and meeting people along the way. I am interested in collaborations, creative projects and opportunities where I can contribute, learn and develop this new direction.

I don’t think fashion has to be about following every trend, but taking a closer look and giving it a personal twist.

So, I believe:Fashion is not only what we wear. It is how we express ourselves, remember, perceive and belong.

Claudia Falcão
Arnhem, the Netherlands · Originally from Brazil