Ginger, a fashion brand created by Marina Ruy Barbosahas been successful among the public since its foundation in 2020. Out-of-print clothes and the opening of a physical store in São Paulo illustrate its growth in the last two years since the official launch.
In search of greater relevance in national fashion, now the label takes a new step to ensure originality: the stylist Ale Brito assumes the creative direction, debuting in the most recent collection launched, entitled “Special” – presented by vibrant colors, vinyl pieces and metallic colors, in addition to a biker aesthetic and underground in its official campaign.
For those interested, prices range from blouses from R$397 to blazers for R$1,900, including belts available for R$527.
“Ale is one of the great talents in national fashion and I’ve known his work for a few years”, says Marina Ruy Barbosa to Our. “He exudes fashion and always wants to surprise. I have immense respect for his work and for everything he has built.”
From McQueen to the “redhead”
Although young, Ale Brito already has a name in national fashion. She had her own brand launched by Casa de Criadores and recently returned from London, England, where she worked at Atelier Alexander McQueen — one of the most prestigious fashion houses in the world.
“Being able to work for Alexander McQueen was a great school for me”, says the stylist in an interview with Our. “It was a unique experience that gave me the opportunity to collaborate with incredible people. I had a genuine affinity with the brand, which only added to it. Fashion is fashion everywhere in the world, but being part of an international operation brings a broader view”.
Fashion has always been present in the life of Ginger’s new creative director. In his words, it is “a childhood passion”: “I lived the dream of being a stylist since I was a child: in my games I was the stylist, the model, the audience. It was something that was part of me”, he recalls. “I asked my mother to buy the VHS tapes of international and national fashion shows, for example”.
What can be considered his first piece was born from a drawing. A bolero seen by his aunt, still on paper, which later took shape by being made by the two together.
“It was a moment that marked me a lot, it moves me to this day”, he says. “It was an authentic interest. I had the privilege of growing up with the certainty that I wanted to make fashion.”
Years later, the passion became a profession. When he left school, Ale would go to the Ouro Fino Gallery, in the Jardins neighborhood, in São Paulo, where the underground scene of the new stylists based in São Paulo took place: “It was there that I met the Gêmeas [Carolina e Isadora Fóes Krieger], with whom I had the pleasure to start working as an assistant. It was my entry into the world of fashion in an official way.”
When asked how he would define fashion itself, Ale Brito points out: “Timeless, urban and always looking for a new way of execution, of building pieces”. Comfort and attention to finishes are also predominant features in his creations.
“I am very inspired by film directors like Pedro Almodóvar, Bruce LaBruce and Sofia Coppola. They are aesthetics that fascinate me and that guided me for many years”, he quotes. “Music and street style are also elements that complement my concepts”.
Everything that is contemporary and current inspires me, things that are happening in the world, end up influencing a lot what I want to create”.
Creative director Ale Brito
The invitation to work with Marina Ruy Barbosa came a little before the stylist returned to Brazil. While doing market research to understand which brands were “happening”, as he puts it, he came across Ginger: “It jumped out at me”.
It was at that moment that he realized how much the tag stood out. At the same time, fashion colleagues reinforced this view: “What started with an informal chat [com Marina Ruy Barbosa] turned into several long conversations about the fashion market. Our creative visions intersected in many ways and this further sparked my desire to collaborate with Ginger.”
Specifically about the “Special”, a collection that marks his debut on the national label, Ale explored his poetic freedom to present pieces that he believed in and that moved him in some way. His identity is clear in his looks.
“Ginger is a brand that drinks from the source of the arts. An approach that I love. We used this as a starting point and found, Marina and I, a desire to explore the world of architecture”, he comments. “She is very moved by the aesthetic quality and I by the value given to proportions and shapes”.
The creative director adds: “My personality within the collection is translated in many ways: in the color palette, in the introduction of new silhouettes, in the choice of materials”.
The architectural elements cited by Ale are exemplified by Marina Ruy Barbosa: “I’m passionate about design and the work of great architects like Oscar Niemeyer and Lina Bo Bardi, who filled our moodboard”, says the actress and businesswoman. “Art will always be a common thread for Ginger and me.”
For her, in addition to the drawings and all creative conception, Ale Brito’s personality appears in the details and construction of the collection. They are pieces that have a meticulous finish, in addition to the care with proportions and shape.
“He also introduced new silhouettes to our repertoire, which also brought some of his vision as a creative director”, adds Marina. “I can mention a bomber jacket made with Italian yarn, a jumpsuit with a low neckline and the dresses in Jersey, super sexy”.
fashion to stay
About this new stage of Ginger, now alongside the new creative director, Barbosa says that one of the goals is to continue some of the elements that established the brand in the national fashion market, such as an aesthetic easily recognizable among the public: “The Top Heart, for example, became a statement piece”, she says about the piece, which is sold on the website for R$ 1,100.
“Everything we present must make sense. We are not going to launch collections just to follow the market’s booklets. The idea is to promote smarter, less perennial fashion”, he concludes.