We spoke with Vitória Faustino to understand a little more about the creative process and its references present in the collab signed with Giah Studio, scheduled for launch on the brand's website and Instagram on August 18, its trajectory in fashion, its relationship with trends and its inspirations.
Born in the south of Santa Catarina, Vitória Faustino began her modeling career in 2017, but only in 2020 did she start working as a fashion content creator, also working as a consultant for haute couture brands. Vitória's keen eye for aesthetic details in all forms, such as art, interior design, and especially fashion, impelled her to reach a loyal audience on the networks. Vitória has lived in São Paulo since 2021 and photographs fashion among the city's landscapes, presenting an elegant and minimalist style, rooted in neutral tones and vintage items.
She is known for her keen taste and visual storytelling through photography and video. We spoke with Vitória Faustino to understand a little more about the creative process and its references present in the collab signed with Giah Studio, scheduled for launch on the brand's website and Instagram on August 18, its trajectory in fashion, its relationship with trends and its inspirations. Follow the full interview below.
Regarding the career transition from model to influencer, how do you see the importance of backstage fashion knowledge as pertinent to your content production?
Yes, I've always been a curious model. I remember that while I was in physical therapy school, I was studying anatomy and, at the same time, researching fashion references. My mother, who is a model maker and a seamstress, also painted a lot of pictures. Therefore, I grew up in an environment filled with art. She always had a more abstract approach, far from conventional, which influenced my conceptual view.
What helped me the most in creating content was my experience both in front of the camera and behind them. I always tried to understand the customer's needs before starting a campaign. As Gisele Bündchen mentioned in her book, she saw herself more as an actress than a model, as she needed to incorporate the character required by the brand. The same applies to me: the way we dress reflects who we are.
When I started working as an influencer, that was a big change for me. Although I loved modeling and being in the studio, I rarely found a brand whose clothing fully represented me. We didn't have the authority to choose what to wear. As an influencer, I had the opportunity to bring my own perspective and experience to the campaigns, helping to create scenarios that matched the outfits proposed by the brand. This allowed me to better express my personality. Over time, I realized that brands were accepting my true identity, regardless of my previous work as a model. They began to recognize what Vitória and her work really were. That's when I understood that I had earned the trust of customers and was able to reflect my personality through the clothes I was wearing.
What is it like to build an identity and aesthetic more aimed at garments that will last longer in the wardrobe and that have a greater relationship with your own personality, in an era of overconsumption, where everyone wants to buy absolutely everything in the latest trend?
I was talking to a friend and I mentioned that when you develop such a strong personality and style, you sometimes end up comparing yourself to others and feeling that you are stagnant. That's because those traits become such an integral part of who you are that it seems like you're always doing the same thing, always using more of it. However, I think that outsiders can see nuances that we ourselves no longer notice. That's why I emphasized the importance of receiving feedback from people. Sometimes we think that we are stagnant, but in fact, this can be a positive sign, showing that regardless of the trends or trends of the moment, we remain true to ourselves.
Today the color may be pink, tomorrow blue, and it seems that I am always in the same place. Last year, when I had the first opportunity to create a collection, I thought: “Damn, this is the biggest sign that I'm on the right path.” I realized that, even though I am not the type of influencer who is always following the latest trends, I continue to show my personality and promote an intelligent wardrobe, with versatile pieces. I believe that everyone can have a striking piece, a different print, a glitter or a vibrant color, but everyone needs a smart wardrobe, with basic and versatile pieces. It is important to have these basic items to compose different looks. I have always prioritized offering items that people already have in their wardrobes and that can be inspired by me to wear them, such as a blazer, shirt or jeans. That way, they can create new looks without having to buy new pieces, promoting more conscious consumption.
Of course, there are wild pieces, and I try to work with brands that prioritize quality, to guarantee credibility to my audience. When I promote a brand, you can trust that it truly represents what I want to convey. I firmly believe that, in the long term, the influencers who stand out will be those who are able to bring more personality, instead of just following trends. People want to consume something authentic and real.
How do you see this relationship, both between the public and the press, between the creation of an exaggerated need for consumption with your own creative process? Do you feel pressured by the public, by the market, to think of a production that is more connected to trends?
Taking into account the content I create as an influencer, I believe that the audience that follows me already understands that, if I am wearing something that is fashionable and trending, it is because it really matches me. It's not something I'm promoting just to increase engagement.
I've stopped worrying about engagement. When we look at other platforms, such as TikTok and Instagram, we notice that trends are in greater demand, especially among younger people, who want to be updated with what is happening. However, I think my audience understands that I will not always wear what is in fashion, but rather what really represents me.
Nowadays, that's no longer a problem. Actually, I think it would be weird if I brought something that doesn't make sense to me; my audience would notice right away. If a brand sends me a piece that I don't usually wear, my audience would think: “Calm down, this is in fashion, but it's not Vitória.” So everything is already well defined in the way I create my content. Regarding the creation of my collections, since the collaboration last year, I have always wanted to emphasize an intelligent wardrobe, with clothes that are easy to combine.
I never prioritized trends, but rather timeless pieces that last in the wardrobe and look good on all women, from the youngest to the most mature. That was always a priority for me, something I believe I inherited from my mother. My mother always had a wardrobe with neutral pieces, and I grew up with that well-defined mentality. Fortunately, I don't feel as much pressure to be constantly up to date with current trends.
This is the second time you subscribe to a collection, the first was with Nanaminze. What can we expect from the new collection created in partnership with Giah Studio?
Tailoring is still present, but this time, the collection will be more focused on summer, with linen pieces and lighter materials. These clothes will be able to be worn both in autumn and summer. I also thought of a smart wardrobe for practical women who want to feel safe and well dressed without having to think too much when getting ready. The collection will have a versatile and wild color chart that fits easily with the rest of the wardrobe.
In the first collection, I was the model for the campaign, in the first collaboration last year with Nanaminze. This time, I wanted to do it differently: I decided to stay behind the camera so that people could see that I was really involved in the entire process, from the choice of fabrics to the production on the day of the rehearsal. I wanted people to see that I carry that passion for creation with me. I don't necessarily have to be the person wearing the clothes to imagine what they would look like on me; just look at the collection to know it's mine.
I think the biggest challenge is that, in each collaboration with different brands, I need to ensure that the essence of Vitória is present. For this reason, I continue to incorporate tailoring into the collections. However, it is a great challenge to maintain tailoring and, at the same time, to bring a new perspective, a different campaign, a renewed aesthetic and to explore new raw materials. I always have that feeling that I could have done more, because there is no shortage of ideas and creativity. It's challenging but also very rewarding. With this collection, I feel that I am getting closer to showing the Vitória that I really want to present.
As an influencer, I notice that the market is always on the move, with new influencers emerging all the time. I believe that my differential is precisely this: I am not just an influencer who creates content, but someone who actually collaborates with the brand in creating it. The more I can show brands that, regardless of which one I'm working with, I'm carrying the true essence of Vitória, the greater will be my pleasure in carrying out this work.
Within the creative process with the Giah Studio, What was the most rewarding thing about this second collection?
I thought maybe I wouldn't be able to innovate. When we think of tailoring, it is common to associate it with the traditional style, and it's hard to imagine tailoring with different cutouts. It's also a challenge to distinguish one piece from another, especially from one brand to another. However, there is one piece that has a special place in my heart, which was part of my references a long time ago. I always wanted to bring it out, but with a different model and fabric. This gave me a sense of accomplishment and motivated me to continue doing what I'm doing because, little by little, everything is working out.
What was the greatest learning you had from the first collab to this second with Giah Studio?
One thing that the owner of this second brand told me was: “I see, having a desire to create and collaborate is something that all brands have. But it's hard to find someone who has a true connection and openness to listening to both sides.” I think this is fundamental in a collaboration—knowing that there will be opinion on both sides and that, in a certain way, you should take your style, but also respect the other's style.
That part of the collaboration taught me a lot and showed that trust is built over time. Of course, that takes time; it's not possible for a brand to appear out of nowhere and say “Let's do a collab.” It's a job that starts from the back, with brands that have been working with me for a long time and know me well. Understanding that we are in a market where we join forces to become stronger is essential. There should be no competition, but unity, as the market is vast and full of creativity. For me, that experience was really very enriching. When we join forces and our purposes are compatible, this can become something great and very special.
This experience changed me a lot and I believe that people also need to evolve in this aspect. It is important not to create unnecessary competition; when we come together, we show more confidence in what we present and we are able to reach a larger audience. For me, it was a very cool experience, and I brought that to the second collection. Understanding the brand owner's point of view, and being understood by her, was fundamental for things to flow well.
Speaking about the national fashion market, do you notice a certain evolution, especially from the haute couture tailoring of the national fashion market?
Yes, a reference brand for me is Glória Coelho. She manages to incorporate tailoring with a lot of cutouts, and I think that's incredible. She's a great inspiration to me, without a doubt. Misci is also a brand that stands out for its diversity of raw materials and impeccable tailoring. For me, these two brands are very inspiring. I believe that the market is changing a lot and that the tailoring trend is becoming ever stronger. This challenges brands to explore new models. I myself try to bring tailoring with a more oversized model, incorporating masculine elements to break the taboo that women should only wear women-shaped clothing. There are options for everyone, and everyone should wear what feels good.
I've always said that the bigger the tailor shop, the more secure I feel. I feel that the raw material and modeling part is changing a lot in the market, and that makes me very happy. We also have a lot of inspirations outside Brazil, but I think Brazil is moving forward by bringing more diversity in raw materials and models, which is very positive for us.
Still in this direction, you also notice the maturity of the public, not only the audience that follows these works on social networks, through the press, but the audience that consumes. Do you today have a more mature audience that has a need to consume this type of fashion?
Yes, it's curious. When I launched my first collection, despite having thought a lot about the concept of an intelligent wardrobe and about bringing pieces in basic and necessary colors, for a moment I wondered if I was creating pieces that were very simple and easy to find. However, for example, I created a t-shirt with the back more elongated than the front. I tried to redesign the basic pieces, adding different details.
There was a moment when I felt a certain insecurity, thinking: “Do people expect something very different from me, a totally innovative model, unique pieces?” However, I realized that the public is actually looking for basic pieces, but that convey quality and a truly thoughtful design. People want to invest in something durable, not just in fleeting trends. With my first collection, I realized how much demand there was for pieces that I initially considered simple. I believe that people are willing to invest in items that are more durable and that can even be passed from generation to generation, from mother to daughter.
Sometimes I'm posting a photo at home, wearing jeans and a tank top, and I don't think anyone will comment, but surprisingly, people ask about it. I believe that my audience is interested in the basics, but in the basics well done—in the essentials, but with quality.
What tips would you give to those who are starting out in the production of fashion content and who are wondering about how to express themselves, how to create an aesthetic, how to have that very visible self-expression within their own work?
When I started modeling, I felt that while my height was acceptable in the south, in São Paulo I would be considered short. For this reason, I always tried to make some difference so that my lack of centimeters would not limit the jobs I could get. Perhaps the fact that I wanted so much to research forms of expression and how the models positioned themselves in front of the cameras became my differential. In addition, it helped me discover that I really enjoyed this area.
I remember that when I started modeling and I was still living in Florianópolis, I posted a lot of references on my Instagram, with several conceptual photos. I loved producing editorials. Sometimes I would create the projects myself, call the photographer and makeup artist, and do the styling. I've always loved to express my creativity in this way. When I posted these more conceptual photos, some people would even tell me: “See, don't do this because it won't take you far and it won't give you money; what makes money is the commercial.” And I always thought: if I stop doing what I really like, I will stop being Vitória.
Maybe now I will find pleasure in the work, because I will be making money and the brands will recognize me. However, in the long term, I can look back and realize that Vitória was lost. And rescuing that essence will be very difficult. I took this very seriously and continue to take it to this day. I think that while we should live in the present, it's also important to make plans for the future. Who do you want to be? What victory do you want to be in the future? How do you want to be recognized up front? When I made the transition to being an influencer, I remember that, in the beginning, several brands started looking for me.
I remember that while I was in São Paulo, my mother called me and I was crying. I told her: “Mom, I'm refusing jobs and brands.” I always prioritized working with brands that shared purposes similar to mine, or that offered clothes with which I felt represented and that were of quality. For me, it was essential to create credibility with my audience, so that they really knew who Vitória is. It wouldn't be worth working with a brand that paid me well if I had to post clothes that were totally out of my identity.
Who will my audience say I am? How will I be recognized by them? I believe that regardless of the system or what they try to impose and push on you, whatever is right or wrong, the important thing is to remain true to yourself. Strengthen your identity and personality, because I believe that, in the long term, the people who remain true to themselves from the beginning are the ones who become truly resilient.
I can say from my own experience that there is nothing more pleasurable than looking back and seeing that, from the beginning, I remained true to myself. I think the result of this is now showing up in the collaboration proposals, because if I didn't have that personality, brands might not trust me. It's a process that takes time, but I guarantee that there's nothing more rewarding than being true to yourself.
What is fashion for Vitória Faustino?
For me, fashion is literally a form of expression. It's curious, because when I decided to go to physical therapy school, my parents really wanted me to study fashion. Look how crazy! It's like they recognized my true self before I even met myself. I always say that everything that involves fashion and art is a form of expression. If they invite me to be in a studio holding a batter, I will be very happy, because I know that I will be in the environment where I can learn. That's what fashion is for me: it's art, and there's no way to separate the two. Fashion is expression, it's communication. For me, fashion is everything. The more I work with it, the more certain I am that it is what I want for my life.
