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Trends that combine comfort, vibrant styles, and artisanal production will guide the new products that brands at BFSHOW will present during this sixth edition, taking place from May 18 to 20, at the Distrito Anhembi venue, in São Paulo. The event is hosted by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil (NMB).

The collections reflect transformations already observed in global consumption, in light of the growth of the wellness fashion movement, which prioritizes functional products connected to well-being. Among the main bets for the upcoming season are soles with cushioning technologies, materials with a natural look, and sporty references.

Another key direction for the season is the return of early 2000s aesthetics to the consumer spotlight.

What’s coming next
Modare Ultraconforto will present models that focus on comfort and convenience combined with contemporary casual fashion. The new collections include sneakers featuring the UltraLift Plus sole, developed to enhance impact absorption and provide greater energy return, as well as sandals with anatomical insoles and components made from recyclable EVA.

The brand will also launch its buckle sandals — characterized by adjustable straps and a secure buckle fastening — a style that is trending in the international market.Meanwhile, Usaflex is investing in handcrafted finishes and sensorial materials for the models it will bring to BFSHOW. The collection features floral details handmade in leather, metallic woven applications, boho-inspired embroidery, and leather with a waxed finish and soft sheen. Shades such as paprika, saffron, hazelnut, and navy stand out in the color palette.

Vintage aesthetics will remain on the rise in the coming seasons. Following this trend, Dijean will present the Retrô Pop line, exploring vibrant colors such as lavender, mint, and fuchsia, along with earthy tones connected to the natural theme. Also bringing back elements of nostalgic fashion, Piccadilly is betting on thong sandals and mules with square toes and low heels, inspired by early 2000s aesthetics.

Some trends are gaining prominence in yet another edition of the trade show. Werner, which will bring its Summer 27 Werner collection to the venue, is investing in flowers, satin, and candy colors for the warmest season of the year.

Another highlight is the sneakerinas — hybrid models that combine sneakers and ballet flats — a success in the previous edition and also featured among the trends at the 6th BFSHOW. Vizzano, in turn, will present footwear inspired by the blokecore aesthetic, which blends sports references with casual fashion.

In the children’s segment, Calçados Bibi will bring to the venue a collection inspired by play experiences and the encouragement of movement. Divided into thematic worlds such as sea, land, picnic, and racing, the line focuses on vibrant colors, playful elements, and sensory features to reflect different moments of childhood. Highlights include sandals with bearings built into the soles, models made from lightweight and breathable materials, and unisex sports lines produced in elastane and EVA.

A summer of neutral and natural colors lies ahead. That’s the impression visitors get as they walk through the venue of the 6th edition of BFSHOW, The biggest footwear tradeshow in Latin America, held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil (NMB).

A major trend among women’s launches, earthy tones — especially brown — can be found across nearly all collections unveiled at the trade show. “We are increasingly breaking away from concepts such as colorful summers and winters restricted to sober shades. Today, we see major global department stores embracing colors like brown in summer apparel. It’s a shade that works very well for everyday wear, and footwear and bags are no exception. This is a trend that is here to stay for quite some time,” says Marcelo Böhm Ferreira, Trade Marketing Manager at Arezzo&Co, part of the AZZAS 2164 Group, from Rio Grande do Sul. He highlights the investment in earthy tones, especially in flatform sandals, loafers, and moccasins featured in the summer collections of Anacapri, Arezzo, Brizza, and Schutz.

But the trend goes beyond uppers and straps. At Byara, a footwear brand from Franca/SP specializing in sneakers, earthy tones are also featured in the soles, in a variety of combinations. According to Eduarda Freitas, the brand’s director, buyers attending the trade show have been looking for footwear options within this palette, as well as off-white tones — another major trend for the season, driven by Pantone’s 2026 Color of the Year, Cloud Dancer. “In addition to these two shades, our candy-colored styles have also been in high demand. We are confident about sales at this edition of BFSHOW,” she adds.

At Piccadilly, headquartered in Igrejinha/RS, the color palette follows the macro trends for Summer 2027, featuring natural tones such as off-white, beige, and caramel, while shades like cocoa, cognac, and brûlée are also gaining prominence. In contrast, colors such as olive green — which is establishing itself as a bridge between the natural and the contemporary — and cobalt blue refresh the season’s palette. “Our collection reflects an evolution of bohemian, romantic, and college-inspired styles, which will continue as key trends next season. We analyzed international runway shows and noticed that cocoa, for example, stood out even more than black. That led us to place a strong focus on earthy and neutral tones, while still keeping colors present, investing in visual harmony and the sense of well-being that Piccadilly prioritizes,” explains Roberta Klein, the brand’s Portfolio Specialist.

Another brand investing in the balance between neutrals and bold colors in its new collection is EVVA, from Minas Gerais, which produces footwear made entirely from EVA. At BFSHOW, the brand is showcasing summer lines as well as ready-to-deliver rain boots, perfect for the colder weather of recent days. Sales Manager Natane says visitors have been stopping by the booth looking for footwear in earthy tones for both winter and summer. “Caramel has been very strong this winter and will continue into the summer season. But, as a contrast, we have also launched footwear in shades such as pink and neon green for summer, which is our main focus,” she adds.

The 6th edition of BFSHOW, The biggest footwear tradeshow in Latin America, has reinforced positive expectations in the sector for the second half of the year. Featuring around 350 Brazilian brands at the Distrito Anhembi venue, in São Paulo/SP, the trade show welcomed 11.6 thousand visitors from all Brazilian states, including 1.15 thousand importers. BFSHOW was promoted by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil from May 18 to 20. 

The Executive President of the Brazilian Footwear Industries Association, Haroldo Ferreira, states that the event was highly effective, as exhibiting companies participated with expectations aligned with the current market scenario, acknowledging economic challenges and understanding the need to act strategically, with assertive product launches connected to the demands of both the Brazilian and international retail markets. “Within this context, the results achieved exceeded the brands’ expectations, positively surprising exhibitors,” he emphasizes. According to him, the strategy of incorporating qualified content also contributed directly to the trade show’s performance. “The Live Commerce workshops were fully attended throughout the event, and the BFSHOW Arena delivered relevant talks for the domestic retail sector. We were able to deliver exactly what retailers were looking for,” he evaluates. 

According to Haroldo Ferreira, BFSHOW’s performance reinforces positive prospects for the second half of the year. “In the first quarter, we recorded a drop of around 7% in production, reflecting a still challenging scenario. However, the results seen at the trade show indicate that the market is recovering and give us confidence that this performance will be reversed in the coming months,” the Executive President predicts.

For the CEO of NürnbergMesse Brasil, João Paulo Picolo, BFSHOW once again demonstrated its strength as a platform for connections that drive relationships and business. “We are a strategic environment that brings exhibitors and buyers closer together, strengthening the entire footwear value chain. With each edition, we reaffirm our vocation to generate opportunities and boost the sector. We are already looking forward to the next BFSHOW, in November, when business and content will once again go hand in hand, strengthening an industry that is so relevant to the Brazilian economy,” he states.

Positive surprise
Amid a market that “moved sideways” in the first months of the year, the director of Andacco (São Sebastião do Paraíso/MG), Benevenuto Arantes, did not have high expectations for BFSHOW. However, within the first hours of the event, the outlook changed for the remainder of 2026. According to the executive, “the trade show was a positive surprise.” “We had an edition at least 50% better in terms of deals closed compared to last May. The collection was very well received, especially the women’s footwear line, which accounted for 70% of sales at the event,” he says. With a production of 3.8 thousand pairs of footwear per day, Andacco is expected to increase its output to 4 thousand pairs daily throughout the second half of the year. “We also expect a boost from the international market, especially from the United States, which accounts for around 40% of Andacco’s total exports. Last year, we were hit hard by the tariff hike, and now the market is recovering. In fact, here at BFSHOW, the first importer to visit our booth was an American buyer,” Arantes reports. In addition to buyers from the United States, Andacco welcomed importers from Argentina, Costa Rica, Israel, Ecuador, Chile, Peru, Uruguay, and Paraguay during the trade show. 

An optimistic tone was also present in the remarks of Arthur Trindade, Trade Marketing Coordinator at Bebecê Calçados (Três Coroas/RS). According to him, the May 2026 edition of the trade show significantly outperformed the edition held in the same month last year. “We had excellent first and second days. And the third, as you can see—pointing to the tables at the booth—has maintained the same pace,” he says. In his view, in addition to assertive communication and collection, the positive results point to a market recovery for the brand. “We are being increasingly sought after by buyers, both from the domestic and international retail markets. The trade show was excellent.” 

Restocking 
In addition to presenting Summer collections, BFSHOW also generated immediate business for ready delivery. This was the case for Neto Paula Leite, director of Kiko’s Calçados, from Boituva/SP. “We have attended every edition of the trade show and have noticed its evolution not only in terms of structure, but also in the products on display. This Summer collection has been well renewed and is very appealing. Here at BFSHOW, we made a point of visiting every booth for seasonal purchases, but we also closed some ready-delivery deals,” he says. According to him, the ready-delivery orders were placed to restock the group’s 11 stores following a positive Mother's Day, when sales were 5% higher compared to the same period last year. 

Buying “more than expected”
The director of Jofear, from Petrópolis/RJ, Cristiano Lima, said he “bought more than expected.” According to him, the collections presented were highly attractive from both an aesthetic and innovation standpoint. “Here, we purchased 20% more than we had initially planned. After a challenging first half of the year, we believe the second part will be stronger, which is why we are now more stocked,” he emphasizes. 

International buyers
Traditionally, BFSHOW attracts a large number of international buyers. This edition was no different. Over the three days, more than 1.15 thousand importers from 60 countries attended the trade show. 

Attending BFSHOW for the first time, the buyer from Europa Group, Sashenka Naicker, returns to South Africa with several orders closed during the event. “We have been working with Brazilian footwear for many years, and the experience of attending the trade show was wonderful. The event is very well organized, easy to navigate, and highly digital and modern,” she says. During the first two days, the importer met with Brazilian companies she already works with. On the final day, she held meetings with new manufacturers she met at the event. “Brazilian products stand out for their unique design, colors, and styles. In addition, suppliers feel like a family, and our company shares the same values.”

Peruvian buyer Karla Calderón was another importer walking the aisles of the sixth edition of BFSHOW. The buyer for Afluencia y Le Carre, which operates ten stores across several cities in Peru, highlights that the trade show is large, well segmented, and features a strong selection of exhibitors. “I have been working with Brazilian footwear for around 25 years because of its quality, technology, and product diversity, in addition to competitive pricing. At this BFSHOW, I placed orders with companies I already work with and also onboarded a new supplier,” she says, noting that 90% of purchases are made under a private label model for the company’s brands (Vincent van Gogh for men’s and women’s footwear, and Gorilas for children’s). private label para as marcas da companhia (Vincent van Gogh para calçados masculinos e femininos; e Gorilas para infantis).

The next edition of BFSHOW has already been scheduled. It will take place from November 10 to 12, once again at the Distrito Anhembi venue, in São Paulo/SP. Follow updates on the official website: bfshow.com.br . bfshow.com.br.

The BFSHOW Arena — a content and training space designed for professionals in the footwear sector — hosted some of the market’s key discussions during the 6th edition of BFSHOW. The program brought together experts in retail, communication, trends, and innovation to discuss the challenges and paths forward for the segment, as consumers become increasingly connected, discerning, and driven by the shopping experience.

For visitors, the exclusive area proved essential in broadening market perspectives and insights. “Given the changes in the sector, we need to see e-commerce as an ally. It is very important for the event to offer this type of talk, as it generates knowledge and guides our strategies,” says Ramarim sales representative, Thais Garcia.

Among the central themes of the talks, the transformation of consumer behavior in the digital environment took center stage. Opening the agenda, the talk “Footwear consumers have changed. Does your company’s communication reflect that?”, led by Victoria Tomaz and Ana Luísa Martins from Grupo NSM, emphasized that nearly half of Brazilians already shop online, consolidating a hybrid journey between physical and digital channels — a shift that requires brands to adopt more strategic and personalized communication.

“Humanization is not about saying good morning on social media — it’s about truly connecting with the customer,” said Victoria Tomaz, CEO of the group, as she addressed the need to build genuine connections. According to her, the culture of impulse buying has lost momentum, making room for more conscious and selective consumers. 

Following that, the program brought retail management to the center of the debate with the talk “My fashion is entrepreneurship: how to achieve real profit and become a market reference,” led by Chai Demarch. The specialist emphasized the importance of the entrepreneur’s active involvement in every stage of the business, as well as the development of strategic planning focused on sustainable growth.

In the presentation “Retail in the age of AI: operations are the new marketing,” Caio Camargo — a LinkedIn Top Voice and host of Varejo Cast — discussed the impacts of artificial intelligence on consumer relationships and argued that emotional connection should be consolidated as a competitive differentiator. “In an increasingly automated landscape, experience and relationships emerge as decisive factors for customer loyalty and sales,” he notes.

Fashion trends for Summer 2027 also took the spotlight on the second day of the event. In the talk “Summer 27 Must-Haves,” Bruna Mayer — a fashion researcher and head of content at Portal Fashion Direction — presented movements set to influence the upcoming season, such as Nomadic, an aesthetic evolution of bohoas well as concepts like Natural Breeze, Granny Romance and Joy Escape, a trend marked by the return of maximalism and visual expressiveness, a characteristic that was also strongly reflected among the trade show’s exhibitors.

Closing the discussions on digital transformation, the panel “Connecting the future of footwear with Brazil’s leading marketplaces” brought together executives Daniela Shinzato, head of Fashion at Mercado Livre; Bruna Matta, head of Marketplace at Dafiti; and Thiago Nascimento, commercial director at Privalia, with moderation by Vivianne Vilela, content director at E-commerce Brasil. Among the key topics discussed was the shift in online search behavior, now driven much more by context. In this scenario, detailed and strategic product descriptions become essential to increase conversion rates and competitiveness across marketplaces.

For Tatiana Mesquita, head of marketing at Pampili, the main insight from the program lies in defining specific strategies for each channel. “The key takeaway is how to boost sales without falling into price cannibalization, while at the same time scaling volume even in a highly competitive environment. Platforms should be viewed strategically and used to our advantage,” she concludes.

Each year, BFSHOW, The biggest footwear tradeshow in Latin America, reinforces its commitment to ESG initiatives in its execution. In 2025, both editions — held by the Brazilian Footwear Industries Association (Abicalçados) and organized by NürnbergMesse Brasil (NMB) — achieved efficiency rates above 80% in the sorting and proper disposal of collected recyclables, according to the NMB Sustainability Report for Events 2025. 

This time, in addition to waste management initiatives and positions allocated to social workforce within the staff attendees were able to explore a new edition of the Sustainable Footwear exhibition, which presents a selection of models from exhibitors that reflect the sector’s commitment to best ESG practices. In its 6th edition, visitors had the opportunity to experience up close projects from the brands Klin, Polo Go, Usaflex, Rider, Legno, Pampili, and Ipanema. In common, all stand out for their use of sustainable materials and lower environmental impact in production.

“At Grendene, we don’t have just a single sustainability or ESG initiative, but an entire journey focused on environmental responsibility that began 15 years ago. We have a comprehensive mapping of the actions needed across our operations, with a focus on the product while also placing the consumer at the center of this system,” says Carlos André Carvalho, Sustainability Division Manager at Grendene — the company behind the Rider brand.

For the exhibition, the Rider Shot NBA toe-post slipper — inspired by the NBA universe — was selected. The model combines design and environmental responsibility, featuring a low-carbon footprint production process. The sole is painted with 100% water-based ink, a technology that eliminates the release of Volatile Organic Compounds (VOCs) during application, contributing to reduced occupational health risks and lower environmental impact. “This model also features eco-efficient production, with a low carbon footprint, totaling just 254 gCO₂e/pair and water consumption of 1.49 L/pair. At the end of its life cycle, the product is fully recyclable through the reverse logistics program, Grendene Recicla +, promoting material circularity,” he adds. The brand holds the highest level (Diamond) of the Origem Sustentável seal, the only global ESG certification exclusively dedicated to the footwear sector, promoted by the Brazilian Footwear Industries Association and Assintecal.

Meanwhile, the flat presented by Usaflex at the exhibition represents the brand’s progress in integrating comfort, production efficiency, and environmental responsibility. According to Alexandre Matte Jr., beyond the use of a specific sustainable material, the product also reflects a series of practices and structural advancements that are already part of Usaflex’s ESG strategy and production system, connecting innovation, industrial efficiency, and circular economy. “The product’s presence at the exhibition allowed us to highlight initiatives that are part of the company’s overall operations. Among them is the reuse of leather scraps generated during production, which are sent to industrial partners and transformed, through thermal hydrolysis, into organic fertilizers. This solution replaces traditional disposal processes, reduces environmental impacts, and creates a connection between industry and agribusiness. In addition, the leathers used by the company come from suppliers with recognized sustainability certifications and practices,” he explains.

Another highlight is the reuse of textile waste, such as cacharel and foams, which are sent to partners that use these materials in the production of mattresses and upholstery, extending the lifecycle of inputs and strengthening circular economy practices. Usaflex also holds the Diamond Seal of the Origem Sustentável program.

Premium and certified leather

Luxury footwear has also carved out space within the sector’s ESG agenda. At Legno, a premium handmade women’s footwear brand, the production process combines artisanal techniques with eco-efficient practices — resulting in exclusive, refined pieces that are also socially responsible. The brand works with suppliers certified by the Leather Working Group (LWG), the leading global environmental certification for the leather industry, which assesses tanneries on water and energy use, waste management, traceability, and chemical safety. handmade premium, o processo de produção alia técnicas artesanais a práticas ecoeficientes – o que resulta em peças exclusivas, refinadas e conscientes socialmente. A marca trabalha com fornecedores com selo LWG, principal certificação ambiental global para a indústria do couro, que avalia os curtumes quanto ao uso de água e energia, gestão de resíduos, rastreabilidade e segurança química. 

“The model on display is made from pirarucu leather, which is also certified. We only work with this type of material. The heels of our shoes are made from pine wood sourced from reforestation areas. We are committed to being as sustainable as possible,” says Denis Freitas, Commercial Director of the brand. 

The exhibition creates an important opportunity for the brands present at the trade show to demonstrate how innovation, comfort, and sustainability can move forward together within the Brazilian footwear industry. “The product (on display) drew significant attention from visitors. We noticed strong interest from the public in understanding how the footwear industry can evolve in sustainability beyond material selection, also encompassing production efficiency, waste reuse, and impact reduction throughout the manufacturing process,” concludes Alexandre, from Usaflex.

The running boom and buckle sandals are among the footwear industry’s biggest bets, while versatility is expected to guide consumer demand, specialists say

Men’s consumers are expected to expand their footwear options for upcoming collections. Increasingly focused on performance, shoppers are looking for styles that combine design, personality, and comfort. According to specialists from the footwear industry, running-inspired footwear and easy-on styles are set to gain even more prominence, alongside buckle sandals, which are expected to remain a strong trend throughout the summer.

The analysis is based on the Summer collections presented by exhibitors from across the country at the 6th edition ofBFSHOW, The biggest footwear tradeshow in Latin America, which serves as a trend thermometer and a major showcase for Brazilian footwear. Among the most sought-after launches, the sports segment stands out as a leading category. As running continues to grow as a lifestyle, footwear that delivers comfort, practicality, and performance is becoming the main focus for brands.

A The Red NoseRed Nose, an icon in the streetwear segment, has developed a running-focused line featuring rubber soles while maintaining the standards already validated by consumers and positioning the collection toward the premium market. “We are following a wave the market has been riding, with four launches, and the public response at the trade show has been excellent,” says sales manager Max Franca. Also seeking innovation through its color palette, the brand is now investing in earthy tones, moving away from the traditional black-and-white combination.

Performance advancements are also on the radar of the soccer cleats market. Designed to meet the demand for consistent performance on indoor courts, the Topper is launching the Lethal Grafeno, which introduces, for the first time in futsal, the combination of graphene and EVA — materials that offer greater resistance to physical wear and impact from movement. During the trade show, the line was endorsed by influencer and content creator Fagner da Silva, known as O Boleiro, who has more than 3 million followers across social media platforms. “It’s a full package for those who love futsal and are looking for even greater performance on the court. It’s definitely a technology that is here to stay,” he says.

Practicality remains a non-negotiable pillar for men. While easy-on footwear styles were once sought after mainly by the silver generation, they now represent an intergenerational demand. Brands such as Ferracini and Jota Pe are investing in footwear with durable uppers made from genuine leather and more flexible soles. The proposal is to allow hands-free wear, offering greater adaptability and safety in everyday life without giving up a casual style. Shades of white, off-white, and gray stand out as favorites in Ferracini’s Flow collection, while classic black leather remains dominant at Jota Pe.

Another trend that is here to stay is buckle sandals, inspired by major names in international fashion. A hit in Summer 26, the styles are expected to continue dominating the next season, driven by their versatility when paired with different looks. Kenner is betting on the Rakka A-Just, created in collaboration with rapper FBC, featuring earthy tones on both the uppers and soles while maintaining the brand’s laid-back and authentic identity.

Even Democratatraditionally recognized for its classic dress shoes, has embraced the trend and exclusively presented models from its upcoming collection during BFSHOW, with products set to arrive in stores starting in September. “If last summer was already a boom, sandals are becoming even stronger now. With the expansion of this style across Brazil, we have expanded our production line, investing in bold soles, lightweight designs, and insoles focused on comfort without giving up the standards expected by our consumers. Expectations are high, and we are already seeing excellent acceptance among male consumers,” says commercial director Marcelo Paludetto.

Exhibiting brands at BFSHOW are betting on licensing famous movie characters to win over kids

Iconic characters from the children’s universe were present at the 6th edition of BFSHOW, The biggest footwear tradeshow in Latin America, held in São Paulo/SP. Among the highlights showcased by exhibitors are licensed footwear products inspired by Toy Story 5, which premieres in Brazilian theaters on June 18.

Woody and the gang are leaving the big screen to win over kids’ feet. At BFSHOW, Grendene Kids launched its licensed collection inspired by the animated film. The line features three sandal models inspired by Woody, Jessie, and Buzz Lightyear, with velcro fastening and soft soles designed to ensure comfort for children. To make the products even more appealing to kids, each model comes with a character-themed carrying case. 

“The collection has been very well received. The market understands that including the toy together with the product is a major attraction for retailers. In the end, it’s a useful gift: the mother buys the footwear, and the child still gets an extra present. Everyone ends up happy,” explains Aneli Marques, Portfolio Product Coordinator at Grendene Kids.  

Dyan Calçados, in turn, introduced a collection featuring 16 products inspired by the film. Available in different sizes, the sneakers translate each character’s personality through design, colors, and details.

The models inspired by Woody and Jessie feature a more casual look, with references to the country style, country including earthy tones and cow print patterns. Meanwhile, the Buzz Lightyear sneakers bring a futuristic concept, with LED soles inspired by the character’s space-themed universe. cow print. Já os tênis do Buzz Lightyear trazem uma proposta futurista, com solado em LED, em referência ao ambiente espacial do personagem.

The company also took advantage of another major movie premiere to launch its Moana collection. The young navigator inspired sneakers and even sandals, embracing the more beach-oriented atmosphere of the live actionadaptation, which premieres in July.   

“We have been working with Disney, Marvel, and Pixar licenses since April 2025, and due to the results achieved in the first year, we were able to renew the contract ahead of schedule. As a result, we have already secured the partnership through March 2028,” explains Thiago Sassilotto, Commercial Director at Dyan Calçados. 

Superheroes

Longtime favorites among children and the footwear industry, superhero-themed footwear continues to rank among the top-selling products. Both brands also feature products inspired by Marvel and DC characters in their portfolios. The star of the collections remains Spider-Man, still the favorite among kids. 

In Grendene’s lineup, the superhero appears on the brand’s famous clogs. In this model, the Spider-Man footwear also comes with a toy — this time, a water launcher inspired by the hero’s iconic web-shooting ability. 

Dyan’s collection features Spider-Man in more than 30 different products. Among this year’s launches is the roller sneaker. Available in sizes ranging from 28 to 35, the model comes with a special feature. “Children have the option to remove the wheels, cover the opening with a plate, and wear it as a regular sneaker,” explains Sassilotto.

According to him, Spider-Man products are always a major success. “They don’t depend on movie releases to sell. When there’s a new film in theaters, it simply becomes an additional attraction. The products have their own strength and appeal across generations,” concludes Sassilotto.

6th edition of BFSHOW, The biggest footwear tradeshow in Latin America, introduced a new feature to the venue for those looking to sell more and better: live commerce workshops. This sales format, which enables instant product purchases during live-streamed broadcasts, has secured a strong foothold among Brazilian consumers. Brazil is already the second-largest market in the world for this type of commerce, according to a McKinsey study. live commerce. Essa modalidade de venda online, que permite a compra instantânea de produtos durante a realização de transmissões ao vivo, ganhou espaço cativo entre os consumidores brasileiros. O Brasil já é o segundo país do mundo nesse tipo de comércio, segundo pesquisa da McKinsey.

The “Live Commerce BFSHOW” space, sponsored by Sebrae Nacional, attracted visitors and retailers seeking techniques and tips to boost sales through online platforms. “Nós Somos Moda, Shopee, and TikTok are here hosting workshops to train small and micro-entrepreneurs and show them the importance of a digital presence. It’s no longer enough to simply have a neighborhood store. It is essential to use social media as sales tools as well. Taking part in BFSHOW reinforces Sebrae’s commitment to bringing small businesses closer to the most up-to-date practices in the market,” said Tamiris Pereira Aberani, Planning Analyst at Sebrae/SP.

Over the three days of the event, the program featured the talks “Live Shop in Practice: How to Use Live Streaming to Accelerate Your Business Growth,” by TikTok; “Before You Go Live: The Communication Strategy That Makes a Live Sell” and “How to Attract the Right Audience to Your Live: Strategy and Execution in Practice,” by Nós Somos Moda; and “From Mobile to Cart: Scale Up to 10x with Shopee Live and Video,” by Shopee.

The program kicked off with Ana Castro, Fashion Hunting and Growth Manager at TikTok. Highlighting the platform’s differentiators and the importance of live streaming, the specialist noted that 80% of the platform’s GMVGross Merchandise Volume comes from posted content. “Here, people come to hear what others have to say. TikTok is a discovery commerce platform. Products find people, not the other way around,” explained Ana, who also emphasized the importance of planning to reach the right audience and convert viewers into sales.

Having a clear strategy and effective communication were also key takeaways from the sessions led by Nós Somos Moda (NSM), which hosted two workshops and a talk with influencers. In “The Communication Strategy That Makes a Live Sell,” Victoria Thomaz, CEO of NSM, and Ana Luísa Ribeiro, Strategic Communication Manager, reinforced the importance of pre-live planning and shared valuable insights into audience behavior on these platforms.

Shopee, in turn, demonstrated in practice how to attract an audience. The company hosted real live footwear sales in the trade show’s dedicated space, while also showing how to use each of the tools available on the platform. 

Platform specialists Ivo Júnior and Vitor Santos also presented internal data highlighting the marketplace’s impact for sellers: “One-third of the Brazilian population accesses Shopee monthly. It’s important to note that 90% of entrepreneurs are local sellers. Our products are domestic and have a direct impact on the country’s economy,” said Vitor.

“We’re just entering the marketplace space, and the workshops brought really valuable insights, such as how to use artificial intelligence and overcome objections, in addition to understanding and learning how to use platform tools like Shopee. I really loved BFSHOW’s initiative in offering these talks,” said Melissa Menezes, from Fortaleza, who owns two stores in the city. insights muito legais, como usar inteligência artificial ou superar objeções, além de conhecer e aprender a usar as ferramentas das plataformas como a Shopee. Eu adorei a iniciativa da BFSHOW em disponibilizar essas palestras”, afirmou Melissa Menezes, de Fortaleza, dona de duas lojas na cidade.

The 6th edition of BFSHOW anticipates the footwear industry’s bets for the upcoming collection; check out what will be trending

The consolidation of earthy tones and the return of maximalism are set to shape the main trends in slippers and sandals for Summer 2027, a season in which comfort, personality, and sustainability remain in the spotlight. 

The new products are being showcased at BFSHOW, the main meeting point for the Latin American footwear industry, held through Wednesday (20). The event brings together brands, retailers, and buyers from across the country at the Distrito Anhembi, in São Paulo. 

Check out the five main footwear trends for next summer presented at the trade show:

Brown is the new black 

Among the trends showcased at BFSHOW, one stands out as unanimous: brown will be the defining color of Summer 2027. The shade appears in different earthy variations across both women’s and men’s collections, reinforcing fashion’s connection with natural elements and a more sophisticated aesthetic.

From deep browns to woody and olive tones, the palette appears in slippers, platforms, clogs, and transparent sandals, consolidating a versatile proposal that brings elegance to the open styles typical of the warmest season of the year.

These colors also appear in another strong trend for the upcoming season: Boho. “The style remains on the rise. We’re seeing a shift toward more natural elements, with a more rustic approach. Combined with these tones, cut-out uppers, embellishments, and heels are also gaining prominence,” explains designer Thais Cristina dos Santos, from Squizz, a brand that has been present since the first edition of BFSHOW.

The return of maximalism 

After collections dominated by minimalism, maximalism is once again gaining ground in fashion and is making a strong comeback in the footwear sector as well. Exaggerated volumes, padded straps, vibrant prints, and bold constructions stand out among the highlights for Spring/Summer. At Havaianas, the trend appears in the women’s Puffed Up line, initially launched for Mother’s Day and now expanded to the specialty channel. The models feature wide, thick straps, creating a more fashion-forward take on the brand’s traditional slippers.

For the men’s segment, the company is investing in vibrant prints, anatomical designs, and an expanded color palette, combining fashion-forward appeal with comfort. 

Customization remains on the rise 

Playful and customizable aesthetics continue to be strong for Summer 2027. At Zaxy, a brand from the Grendene group, removable pins remain one of the collection’s key bets.

Inspired by international fashion references, the accessories appear in shapes such as shells, starfish, medallions, and mushrooms — the latter a strong presence on international runways. The proposal reinforces the timeless nature of the products and brings footwear closer to the logic of style accessories.

The brand is also investing in metallic finishes, transparent kitten in earthy tones, and styles featuring toe rings on the uppers. Lightly lugged platforms, split heels, and wavy soles complete the statement of personality presented at the trade show.

Circular fashion remains on the rise

The pillars of circular fashion continue to be integrated into product development. At Linus, a flats-focused footwear brand, sustainability remains at the core of the business, with a focus on styles made from 100% recyclable materials, free from heavy materials, and with a vegan composition. The company also states that it uses 70% renewable inputs in its production, in addition to offsetting generated waste and carbon emissions.

For the upcoming collection, the brand is expanding its investment in buckle sandals in earthy tones and is presenting, for the first time to retail at BFSHOW, its platform line within the same aesthetic proposal. “It’s a collection that was previously limited to our own channels, and here at BFSHOW we are opening it up for B2B sales,” says Isabela Jungerman, founder of the brand.

Comfort for all ages 

The search for well-being is no longer associated only with mature consumers and is now taking center stage in collections aimed at different age groups. The comfy aestheti The comfy aesthetic continues to advance in the footwear sector, while EVA — a lightweight, flexible material widely used in footwear for its cushioning and comfort properties — is consolidating itself as the season’s main material.

At Azaleia, the collection enhances the perception of comfort through the combination of EVA soles and insoles. The brand’s proposal is to connect wellness and fashion in products designed for an intergenerational audience.

EVA clogs with mid-height heels emerge as the collection’s flagship, balancing functionality and fashion appeal. In the color palette, earthy tones, olive nuances, butter yellow, and light blue stand out — especially in styles produced entirely in EVA.

Consolidated as the country’s leading showcase for footwear trends, BFSHOW reaches its 6th edition. The CEO of Havaianas for Latin America, Fernando Rosa, attended the first day of the event and highlighted the importance of the trade show for the sector. “BFSHOW represents the most important moment of contact with clients from all over Brazil,” he says. 

From children’s footwear signed by Ronaldinho Gaúcho to travel bags, companies invest in national identity

With only a few days to go before the official start of the World Cup, the Brazilian footwear industry is leveraging the competition’s strong emotional appeal and the country’s passion for soccer to win over consumers. Trends centered around green and yellow are taking center stage at BFSHOW, the main meeting point for the sector in Latin America. The trade show serves as a strategic hub for business and showcases what is expected to stand out both inside and outside stadiums during the tournament. To fuel the pursuit of a sixth title, brands have invested in themed collections inspired by the colors of the national flag, spanning casual and sports lines, as well as travel accessories geared toward the championship.

For the women’s segment, Cimar has developed variations of low-top sneakers and flats in fabrics featuring green, yellow, blue, and white, with the Brazilian flag stitched onto them, already posting strong sales performance. According to founder Telvia Figueiredo, the brand’s proposal is to strengthen the consumption of items that reflect Brazil’s national identity with the same intensity seen in other countries, making this style common even after the tournament ends. “We want Brazil to see its nationality as something unique and wear the colors of its own flag.”

Meanwhile, BKR Calçados has invested in a limited-edition collection for the World Cup. The line features four models in green and white, with sporty options made from elastane and printed laces, following a vibrant and laid-back concept. In the casual segment, the brand also presents a model in synthetic suede incorporating the colors of the Brazilian flag. “We’ve already sold out our stock. Now, we are preparing replenishment to keep consumption strong in this final stretch. It’s a fast-selling product, because Brazilians are passionate about the World Cup,” says the brand’s director, Ivan Brandão.

Young fans have also received a major boost. Calçados Dyan introduced at BFSHOW a special World Cup collection developed in partnership with one of the greatest icons of the Brazilian national team: Ronaldinho Gaúcho. With models available up to size 35, the Turma do R10 line features futsal soccer cleats and sneakers in a variety of colors, moving away from the traditional green and yellow and investing in shades of black, white, gold, and blue. All models feature the player’s silhouette and signature.

Even after the World Cup, the line will remain in the brand’s portfolio, which is betting on continued use among children. “Soccer, with or without the World Cup, is always on the rise and is expected to remain prominent in the children’s segment. In addition, Ronaldinho Gaúcho will launch the the Turma do R10 linewhich should bring him even closer to this audience,” highlights the company’s director, Rosalen Saciloto.

The themed style goes beyond footwear. Tonin has developed a line of suitcases designed for those traveling during the period or even representing Brazilian fans in the stands at stadiums across the United States, Mexico, and Canada.

And if the idea is to wear the iconic yellow jersey, BFSHOW also showed its support. The 6th edition of the event embraced the World Cup as its central theme. In addition to the special décor, it featured an exhibition of Historic Jerseys the Brazilian national team. Among the highlights was the classic 1970 kit, autographed by Pelé—the year of Brazil’s third World Cup title—alongside memorabilia from other national teams, such as rivals Argentina national football team.