Influencer Gkay opens her first Peça Rara Brechó franchise in São Paulo and offers 4,000 pieces from her personal wardrobe at the Rebouças unit.
Influencer’s first store in São Paulo
Brazilian creator Gessica Kayane, known as Gkay, reinforces her entrepreneurial side by becoming a franchisee of Peça Rara Brechó, a leading circular fashion chain. With more than 40 million followers and the milestone of being the first Brazilian to reach 1 billion impressions on social media, she now takes over the Peça Rara Rebouças store in São Paulo. The move marks her official entry into the fashion franchising universe.
The store’s relaunch is scheduled for Friday, December 5, from 7 p.m., in a closed event for guests and press. The opening highlights the new phase of the Rebouças unit under Gkay’s leadership. In this way, she further connects her image to fashion and entrepreneurship.
Circular fashion and conscious consumption on the rise
Gkay says her decision to invest in Peça Rara was inspired by conversations with actress Deborah Secco, a partner and brand ambassador. Hearing her speak enthusiastically about circular fashion, conscious consumption and the potential of the segment encouraged the influencer to take the plunge. She chose to learn and grow alongside an established player in the market.
The global second-hand clothing market is expanding rapidly. According to the TreadUp Resale Report 2025, the sector is expected to reach US$ 367 billion by 2029, growing 2.7% faster than the overall apparel market. In 2024, the segment grew 15%, with used clothing accounting for 9% of global apparel spending.
Forecasts point to average growth of 10% per year over the next five years. Therefore, investments in circular fashion businesses gain strategic importance. The partnership between Gkay and Peça Rara is directly aligned with this shift in consumer behavior.
4,000 personal items available at launch
Awarded in Forbes Brasil’s Top Creators list, Gkay has been strengthening her presence in fashion and business. Now, she takes this further by putting a large part of her wardrobe up for sale in the store. At the opening, around 4,000 items from her personal collection will be available.
The selection includes everyday clothes, accessories and shoes. In addition, customers will find standout pieces worn at high-profile events. Fans and fashion enthusiasts will have the chance to own items that are part of the influencer’s trajectory.
For Gkay, opening her wardrobe is also a way to build stronger ties with her community. By letting others continue the stories behind each piece, she expands the meaning of fashion as narrative. The initiative connects style, memory and circularity.
Fashion as expression and positive impact
According to the entrepreneur, fashion has always been her most authentic form of expression. Turning this passion into a structured business is the natural next step. The partnership with Peça Rara allows her to combine image, purpose and opportunity.
She sees circular fashion as a natural path at this stage of her career. Reuse means impact, by extending the life cycle of garments and avoiding waste. In practice, the brechó format makes it possible to circulate energy, reinvent looks and rethink consumption habits.
In recent years, Gkay has expanded beyond entertainment and strengthened her role in digital business. Joining a franchise network consolidates this shift. Choosing a brand grounded in sustainability adds consistency to her new phase.
Boost for Peça Rara’s brand strategy
For Peça Rara Brechó, welcoming Gkay as a franchisee is an important step in the brand’s expansion and connection with younger audiences. Co-founder Bruna Vasconi highlights the influencer’s experience with fashion, creativity and strong relationship with Gen Z and millennials. These attributes strengthen the brand’s presence both online and offline.
She also underscores the relevance of having 4,000 pieces from Gkay’s closet available at the reopening. The influencer’s leadership at the Rebouças unit reinforces the network’s commitment to circular fashion. The partnership helps introduce the second-hand concept to new generations of consumers.
Other public figures have already invested in Peça Rara units. Dancer and influencer Brunna Gonçalves, wife of singer Ludmilla, and businessman José Appolinário, a former Shark Tank investor, own franchises. Actress and presenter Deborah Secco acts as partner and ambassador, while the chain is led by co-founder Bruna Vasconi and investor José Carlos Semenzato.
About Peça Rara Brechó
With 18 years of history, Peça Rara Brechó is one of Brazil’s main circular fashion brands. The franchise network gives new life to second-hand items and redefines their use. Its purpose is to promote a new lifestyle based on conscious consumption.
The stores offer women’s, men’s and children’s fashion, as well as décor items and furniture. Guided by the second-hand concept, the brand encourages circular economy and more sustainable choices. The proposal is to support a society increasingly engaged with environmental responsibility.
Currently in expansion, Peça Rara Brechó aims to reach 300 stores within five years. The entry of celebrities and influencers as franchisees accelerates this plan. The brand consolidates its position as a benchmark in contemporary Brazilian thrift retail.
