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DANIELA
FUHRMANN
Conceived in Germany and born in Brazil, Daniela’s passion for fashion began at a very early age.
At merely 15 she was already immersed in the world of fashion.
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riven by her curiosity, Daniela worked as a fashion designer for over ten years in Brazil, being “Private Labels” her first venture. She has also designed for medium and large-sized enterprises after that.
Upon her return from a trip abroad, she felt the need to explore other parts of the world and learn another language officially. This marked the beginning of a new chapter in her story.
After consolidating her fashion designer career nationally, she followed an unconventional path and worked in retail for some top luxury brands in London.
Working for top international brands enabled Daniela to understand each of their unique universe, which then provided extremely valuable insights to her as a designer.
“The constant exchange with people and the level of their hospitality are the means to an understanding of which products work on the shopfloor or not. Endless lessons and insights are gained daily when you work for a successful company.”
LIFE STORY,
CAREER, PATHS & PERSONAL STRENGTHS
“In my process I had to deconstruct everything I knew in order to find a new path. I put me to the test.
As a designer, I didn’t see the point in creating something without knowing how
well it would perform.
These poles are not opposite, but parallel.
And I was intrigued by it.
It’s important to balance a bit of both worlds.”
rom time to time, there’s a redirection, a new beginning. After seven years in London, Daniela took up her space on the ultra-competitive shopfloor at Chanel and declared her salesmission as accomplished. What would the next step be? Knowledge, learning and reviewing her values before this new chapter.
“It’s not until revisit the choices in our journey, that we can take the next step. It’s a sort of rebirth and this is how I face every change in my life. We struggle to understand that sometimes we have to let go of feelings, habits and places in order to make space for the new.”
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"It wasn’t until I took the “Sustainable Fashion” course at Central Saint Martins -UAL that everything made sense:
“Some things do take time. They need to develop and take shape before they become a new direction.
This was the beginning of an awakening, when being fearless and letting go was crucial.
I had to listen to my truth, my beliefs became conflicted.
I quit my job at Chanel,
I booked my ticket to Bali and stared a revolution.
It was time to open up, expand and retrace my future based on my core values as I was in touch with nature and experiencing a new culture.
I was finding a new world of possibilities.”
made the final decision to take a sabbatical leave to re-evaluate my path: Living on autopilot means that years go by and we don’t take time to think and consider the direction our life is taking”.
Daniela was immersed in the Balinese culture for five months, where she connected with local brands and initiated a few projects before the pandemic hit the world. The unprecedented impact of Covid-19 brought inevitable changes and as the world stopped and borders closed Daniela relocated back to Brazil although here family was living in the USA. What was supposed to be temporary slowly became her new reality. Daniela still made the most of the situation and kickstarted consultancy projects in the midst. With extra time on her hands, she also made online learning part of her daily routine and the key to a balanced lifestyle. During the world’s trying times, she improved her knowledge and trusted the future looked bright. It was time to restart and make space for the new. Daniela positioned herself in the fashion design market strategically, using all the experience and knowledge thus far.
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“I’ve always worked in a multidisciplinary way, but now I want to combine all my interests and special skills in fashion, sales, sustainability and wellbeing.”
“Against all society’s limitations in terms of norms and career,
I’d consider my trajectory revolutionary.
It has been the case every step of the way.
A lot of people criticized my transition from design to sales as if it was something degrading with no merit.
The truth is that it taught me a lot and turned out to be one of the best decisions I’ve made.”
A bit of Daniela's personality, story and others interesting facts.
FINISHING TOUCH
“I love life, our world and people above all.
We echo our personal experiences and decisions.
We must embrace this ever-changing life.
Live the present and stay curious.
What you do today may impact tomorrow
and the future.
I carry two distinctive pathways: it’s a movement
in its own.”
Words to describe… curious soul, restless spirit, thirst for information, knowledge, challenges
and new experience.
Energetic, speedy, practival, cooperative, joyful, creative, intense, self-starter, positive, in search of professional and personal growth.
Responsible, efficient, organized, humble, with good character and honest.
Connected, ritualistic, follows own beliefs, dreamer. Trusts both the present and the future.
What Astrology says…Sagittarius, Aries rising and Libra Moon.
Positive Vibration… Sunrise e sunset lover. Being in nature and feet on the sand put a smile on my face.
Advocate For…Sustainability, environmental consciousness, and respect for others. Part of “Projeto Resgate” NGO that biweekly prepares and distributes food for people in need.
Porto, Portugal
Marrakech
Budapest
100% Water
Rooted
CHIT
CHAT
In tune with… Fashion, design, the sea, travel, friends, animals, cooking, Muay Thai, reading, nature, hiking, art, learning, podcasts, fabrics, meditation, graffiti, music, bike, dragon fruit, colours, yoga, creativity, flowers, people, rainbow, running, oyster, SUP, tales, sailing, dogs, painting, crystals, gardening, stars, exhibitions, waterfalls, incense, décor, surf.
Beyond Fashion… Curios, inquisitive, eager to learn about: wellness, well-being, health & mental health, the mind, psychology, and spirituality.
Family Bonds… Brazilian mother, American stepfather.
They live in the USA most of the time. They lead a luxuriously simple lifestyle in Virginia, between the crops and the ocean, where they sail and farm oysters. Florianópolis-SC is their second home.
One wish… Make a difference in the lives of others.
Places I call home… South of Brazil - RS,SC,PR,
Mexico - Cuernavaca and Mexico City,
Italy - Florence,
United Kingdom – London.
Indonesia – Bali.
Will the list continue to grow?
I will never understand… Fear of the unknown.
Brasilidade
Regent´s Park
" Sailing is necessary,
Thor - Floripa
Wapping
Music... MPB, Bossa Nova, Jazz...
A handful of love: Fantasma da Ópera, Florence + The Machine, Amy Winehouse, B.B.King.
Fashion Quote: a little cliché but still current. Fashion is present in everything and that’s why I believe we must change our fashion conscious and consequently the world we live in.
“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street. Fashion has to do with ideas, the way we live, what is happening”
Coco Chanel
Dior - Paris
Oyster Farm
Pompeu
