This week, we chat with Adriana Degreas is a renowned Brazilian fashion designer celebrated for her luxurious swimwear and resort wear that seamlessly blend vintage elegance with contemporary flair.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
In 2001, she launched her eponymous label, introducing the concept of “Bain Couture”—a fusion of haute couture aesthetics with beachwear. Her designs are distinguished by bold prints, sculptural silhouettes, and refined details, often incorporating elements like tulle, cut-outs, and high-waisted cuts.
Degreas’s creations have garnered international acclaim, attracting a clientele that includes fashion-forward celebrities such as Suki Waterhouse, Noor Fares, and Poppy Delevingne. She has also collaborated with notable brands like Charlotte Olympia and Cult Gaia, further cementing her influence in the luxury swimwear marke
To delve into her journey as a creative lead, Emirates Woman spoke to Degreas to see how it began for her in the fashion world.
What was your favourite subject at school?
History and Art, was always a passion.
What was your first job?
My husband is a pioneer in the beachwear industry, which provided me with the opportunity to enter this world. I began my journey by learning all the production processes, from beginning to the end. This experience was important for me to understand the market, identify its gaps, and discover opportunities. Fascinated by what I saw, I decided to start developing my own designs.
What brought you to Dubai?
I believe Dubai offers a unique market where both locals and tourists are drawn to luxury and innovative products. It is a city that exudes extraordinary experiences, with a sophisticated atmosphere reflected in its grand hotels, beaches, and pools. I recognized it as the perfect opportunity for the brand to grow in a place with exponential potential. Furthermore, Dubai serves as a strategic hub connecting Asia, Oceania, and Europe, making it an ideal location for people from all over the world to discover and access the brand.
What inspired you to enter the space and your brand?
I have always been passionate about fashion and design, especially in the realm of luxury swimwear and resort wear. Growing up in Brazil, I was deeply influenced by the vibrant culture, tropical landscapes, and the importance of beach and resort lifestyles. I wanted to create a brand that reflects both the sophisticated and carefree spirit of this environment, combining Brazilian charm with international elegance. Adriana Degreas was born from this vision, with the aim of offering high-end, innovative pieces that provide customers not just with clothing, but with an unforgettable lifestyle experience.
Talk us through the concept?
The concept behind Adriana Degreas is to offer a sophisticated and innovative approach to luxury swimwear and resort wear, combining a cool-chic style with Brazilian references and innovative silhouettes. Degreas’ New Vintage style is presented in contemporary collections with high-quality finishes, exclusive prints, and luxurious fabrics. Additionally, our pieces are adaptable to urban lifestyles, easily transitioning through cities and various environments. Adriana Degreas caters to fashion-forward individuals who appreciate exclusivity and elegance, seeking not just clothing, but an unforgettable lifestyle experience.
What are the key elements of your role?
My main responsibilities involve the creative direction of the collections, ensuring alignment with the brand’s identity, and collaborating with my team to execute the growth and positioning strategy, especially in the international market. Additionally, I focus on strengthening relationships with our clients and partners, providing a personalized experience. I work closely with designers, marketing, and international time expansion, identifying new opportunities and promoting entry into strategic regions, always preserving the essence and exclusivity of Adriana Degreas.
Talk us through your daily routine.
Since I haven’t lived in Brazil for many years and mostly work from home, I need to adjust my schedule to match Brazil’s time zone. I follow the brand daily, approve projects, campaigns, and manage the day-to-day operations with my team in São Paulo. This makes my routine quite busy, but I always try to set aside time to clear my mind: I love walking in my garden, reading a book, and researching new trends that can benefit my work. I try to balance these moments of relaxation with my professional commitments to maintain productivity and well-being.
What advice do you have for anyone looking to follow in the same footsteps?
Be creative and innovative, and truly understand your customers—their needs, desires, and expectations for your brand. Identify your niche and focus on it, offering not just products but unforgettable experiences. Every interaction, whether in-store or when the customer wears Adriana Degreas, should be memorable, creating an emotional connection that turns customers into loyal brand ambassadors.
Tell us more about the products?
Our goal is to provide an exclusive experience, combining Adriana Degreas’ sophisticated and innovative design with personalized service. Our pieces, which blend elegance and innovation, are designed for clients who value luxury and exclusivity. We prioritize each customer’s needs, whether they are looking for a specific item for a special occasion or trip or require attentive service as returning clients. All of this is delivered with excellence, balancing personalization with a high standard of quality for everyone.
What is the best piece of advice you have ever received?
The best advice I’ve ever received was to trust my intuition and never stop innovating without losing my essence.
And what is the worst?
The worst professional advice I’ve ever received was ‘always follow what everyone else is doing.’ This kind of guidance can discourage innovation and the pursuit of an authentic differentiation, hindering the development of creative solutions and the building of a unique identity.
What’s the biggest challenge you have had to overcome?
My biggest challenge so far in my career has been expanding the brand internationally with our own capital, in a highly competitive and saturated market.
What’s lies ahead for the brand?
Speaking about the brand’s future, we are focused on further consolidating our team, with the goal of intensifying the international expansion of Adriana Degreas, always maintaining our positioning and essence. The customer experience also remains a priority, as we aim to expand our global presence and reach more people, allowing more and more individuals to discover and connect with the brand. Our commitment is to continually understand the needs of our clients and create experiences that strengthen their loyalty to Adriana Degreas.
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Images: Supplied
