FARM Rio has carved a distinct identity in the fashion world with its bold mission: to design clothes that bring joy. Known for its energetic color palette, tropical prints, and vibrant silhouettes, the brand draws deeply from its Brazilian heritage to offer garments that embody warmth and sunshine. These playful pieces are designed for enjoyment and stand in stark contrast to the minimalist trends dominating fashion in recent years. FARM Rio’s most iconic designs have become staples in the wardrobes of global style influencers. From St-Tropez to Mexico, its recognizable 3D dresses and belted minis have been spotted in trendy holiday destinations, signaling the brand’s growing international allure. This summer, FARM Rio is bringing its exuberant aesthetic to London in a major way.
Founded by Kátia Barros in 1997, FARM Rio started as a humble marketplace stand in Brazil and has since grown into a powerful global brand. In May, the label opened its third London store, this time on Carnaby Street, following the success of its Kings Road and Marylebone locations. Designed in collaboration with Brazilian architect Renata Gaia, the new store reflects the brand’s deep cultural roots. The interior features walls illustrated with tropical landscapes and native fauna by artist Dominique Jardy. Adding to the store’s immersive experience, the cashier desk was crafted using the intricate woodwork technique of marquetry by Brazilian artist Maqueson Pereira da Silva. Complemented by moss-like rugs and mirrors framed in sustainable straw, the store embraces a full sensory environment where color and warmth dominate.
Barros expressed her fondness for London, describing it as a key city for the brand’s European journey. She praised its multicultural character and highlighted the city’s openness to diverse ideas and traditions. The brand aims to offer a shopping experience that reflects the authenticity and joy of Brazilian culture. From the designs of its collections to collaborations with local designers and artisans, FARM Rio seeks to channel the essence of Rio de Janeiro and the wider Brazilian landscape. According to Barros, this commitment to heritage and authenticity informs not only the clothing but also the store environments and creative partnerships.
Further cementing its presence in London, FARM Rio launched an ambitious pop-up installation at Selfridges, crafted in collaboration with Brazilian design studio Estudio Campana. Known for their exhibitions at MoMA and the Centre Pompidou, the Campana brothers brought their vision of ‘living nature’ to life with mangrove-inspired structures made from handmade wicker. The installation, years in the making, transforms Selfridges’ third-floor space and storefront windows into a lush, imaginative landscape. The concept held special meaning for both Barros and Estudio Campana’s Humberto Campana, who is actively engaged in reforestation initiatives in Brazil. For Barros, the installation represented the fulfillment of a dream to bring a tree into a retail space — an idea that also resonates with Campana’s childhood inspirations.
To mark the launch of the Selfridges takeover, FARM Rio hosted a celebratory breakfast on May 21. The event, led by TV presenter and Glassette co-founder Laura Jackson, took place at Jackson Boxer at the Corner in Selfridges. Guests enjoyed Brazilian-inspired dishes, a vibrant tablescape by Kirthanaa Naidu, and floral designs by Hamish Powell. Grace Clark, Bazaar’s Shopping Editor, praised the joyful prints and craftsmanship of the collection, describing it as the ultimate summer wardrobe boost. She noted the breakfast’s atmosphere echoed a sunny Brazilian morning, making it a fitting celebration for the brand’s expansion.
The Selfridges pop-up, open until June 20, showcases FARM Rio’s Summer 25 collection, featuring vivid tropical prints on dresses, T-shirts, and accessories. A new souvenir print, introduced in May, continues the brand’s tradition of breezy, optimistic design. The collection maintains a playful spirit while offering high-quality tailoring and luxurious details, making each piece a joyful addition to any summer wardrobe.
The brand’s presence in London culminates with its participation in Chelsea In Bloom, a prestigious floral art show celebrating its 20th anniversary this year. FARM Rio brought a rainforest-inspired floral installation to its Kings Road store, incorporating its Toucans Tree print in collaboration with artist Kaiva Kaimins. The vibrant display, filled with jungle greens and sunshine yellows, paid tribute to the brand’s Brazilian roots. Barros emphasized the central role of color in Brazilian culture, linking it to the landscapes, the energy of Carnival, and the joyful spirit of everyday life.
True to its ethos of “dressing in happiness,” FARM Rio continues to deliver fashion that is not only visually striking but also emotionally uplifting. As it expands its footprint in London and beyond, the brand’s colorful vision of tropical maximalism shows no signs of fading.
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