Springmaid sizzles at Rio party

Springmaid Collection Illustrations by Audrey Schilt

Home Textiles Today

Rio de Janeiro, Brazil -- As the beautiful people gathered here earlier this month for the Claro Rio Summer 2008 fashion event -- a series of runway shows heavy on slinky swimwear and summer ready-to-wear -- Springs Global took the occasion to promote its Springmaid brand.

Fashionistas attending the invitation-only concert and kick-off party at the Fasano Hotel's rooftop pool received custom-made Springmaid gift bags with sheets, calendars, beach towels and other gifts.

Guests staying at the hotel received a deck of oversized playing cards featuring items from the Springmaid collection as well as a poster commissioned to illustrator Audrey Schilt, who interpreted the brand through four seasons.

Coteminas Springs Globals parent is a sponsor of Rio's fashion week. There are currently no plans to distribute Springmaid in Brazil, according to a spokeswoman. For now, Springs is focused on re-launching the brand in the United States.