Rotterdam, the fashion city known for streetwear, innovation and diversity, wants to take its fashion culture to the next level. To do this, the municipality needs help from a true fashion icon. In July, the city opened the hunt for the very first Fashion Mayor of Rotterdam and found him in Odair Pereira, a stylist and fashion designer through and through, as was announced on Saturday during a fashion spectacle on the Korte Lijnbaan. FashionUnited calls the brand new Fashion Mayor and Pauline Buurma, initiator and director at Organisatie Rotterdam Centrum.
The Fashion Mayor, born and raised in Rotterdam with Cape Verdean roots, brings a dose of creativity and courage, and a strong vision on diversity and sustainability. Fashion is in his blood and Rotterdam in his heart, he says. Pereira is a stylist and fashion designer. He worked as a stylist for a children’s program of the NPO, but now mainly focuses on styling famous Dutch people. Pereira also has his own fashion label Dair, which stands for diversity, sustainability and personality. Dair is inspired by couture with a ‘casual, smart touch’ for men and women. His creations were on display at the fashion weeks in New York, Paris and Los Angeles. Pereira also received the ‘award for outstanding fashion designer’ in New York.
The brand new Fashion Mayor of Rotterdam showed a number of intimate creations on Saturday as part of the race for that coveted title. Pereira opted for a color palette consisting of pastel shades and white. Deliberately, because it refers to the Rotterdam skyline, a new beginning and collaboration. In addition, only Cape Verdean models walked in the fashion show, including Larisa da Veiga (Queen Zomercarnaval 2024). “Summer carnival is part of Rotterdam’s heritage. Rotterdam is also called ‘the tenth island of Cape Verde’. The Cape Verdean community came here via the ports and started working there. I wanted to reflect all these personal elements that fit the city so well in my creations and show that the title ‘Fashion Mayor of Rotterdam’ is tailor-made for me.”
Odair Pereira: “As Fashion Mayor I am the face of Rotterdam”
Why does Rotterdam, as a vibrant city, need a Fashion Mayor? According to Buurma, the city is synonymous with streetwear, sneakers and creativity. “Rotterdam fashion has a raw edge and is full of innovation and courage. We have a lot of beautiful things to offer, but Rotterdam is not always seen as a traditional fashion city. Now is the time to show what we have to offer – from creative talents to retailers and from the city center to real estate owners.” Fashion is not just about clothing, it is also about experience and connection. “People go shopping together, for which you meet in the city center,” Buurma explains. “You get inspired on the street by someone else’s outfit and dive into the store to buy it. On the other hand, there are real estate owners who want to provide retailers with the best places. Rotterdam has a lot to offer as a fashion city.”
Pereira’s task is to put Rotterdam on the map as a fashion city, online and offline. The Fashion Mayor must publish a message on various social platforms every week, in which he discusses, for example, the latest looks, fashion tips or the latest fashion trends. He must also put new collaborations on the map and be present at social events for at least two hours a month. “I’m a walking mannequin,” laughs Pereira, “I’m really the face of the city, where I show the shopping public what the city has to offer. Rotterdam’s slogan is: Stronger through struggle. It stands for hard work. That’s in our mentality. In fashion terms, we are often looking for functional clothing.” Moreover, the raw Rotterdam touch cannot be missing. “What you see, is what you get. Every Rotterdammer has their own fashion identity. I think that you can see who many Rotterdammers are, where they come from, what they like and where they are going, by their clothes. I see that sustainability is also considered more important. I am going to make sure that these aspects are more prominent in the city.”
Fashion Mayor of Rotterdam wants to support designers and retailers and combat poverty
A plan is needed for this. Pereira explains that he will collaborate with various parties, including the BIZ association of Rotterdam Centrum. This foundation was introduced in January 2019 and draws up a plan every five years. It is an independent organization that, on behalf of four hundred retailers and property owners, is concerned with the liveability, safety, marketing, mobility and climate adaptation of the city. “The BIZ is doing well in implementing the identity, culture and fashion in the city. With this association I want to see what I can do for the fashion culture. That is the first step.” In addition, the Fashion Mayor will forge collaborations between various parties. “A few years ago there was a collaboration between De Wasserij (a fashion hub in Rotterdam Noord that mainly focuses on sustainable fashion, ed.) and De Bijenkorf. De Wasserij then made a new collection from the waste from De Bijenkorf. I hope to realize similar collaborations.”
Pereira does not only think about sustainability when it comes to partnerships, he also thinks about Rotterdam’s fashion designers, retailers and poverty in the city. “Such a collaboration is much more than just reducing the loss from the fashion scene. It gives fashion designers in the city more employment and a new experience.” Moreover, retailers receive extra budget by selling the remaining stock. “A new collection is created with the loss, which can also generate money. Part of that money will go to the fashion designers, but I also want to use part of it to tackle poverty in the city.” Pereira continues laughing: “My plans are very ambitious. I am aware that I only have one year, but we will see what I can contribute within that time. All contributions, no matter how big or small, help to put Rotterdam more prominently on the map as a fashion city.”
Source: fashionunited.nl
