Carioca brand Maria Filó opens at Beiramar Shopping and presents its High Summer 26 collection, with tropical, feminine and contemporary pieces.
New womenswear destination in Florianópolis
Beiramar Shopping has a new name in its womenswear mix with the arrival of Maria Filó. The Rio-born brand is known for blending femininity, authenticity and a refined balance between classic and contemporary style. The store opens this Wednesday, December 10, marking another step in the brand’s expansion, which now exceeds 30 locations across Brazil.
The opening in Florianópolis coincides with the debut of High Summer 26, the brand’s latest collection. This launch reinforces the mall’s positioning as a key fashion hub in the region. At the same time, it broadens the premium brand offering for local shoppers.
Craft heritage and new creative phase
Founded in Rio de Janeiro and guided by an artisanal spirit since its beginnings, Maria Filó has built a reputation as an invitation to good living. Its designs celebrate real women, combining charm and versatility in pieces that can be shared across generations. A sophisticated boho attitude remains at the core of the label.
In 2023, creative director Maria Rita joined the brand, opening a new chapter. She brought aesthetic freshness while preserving Maria Filó’s original essence. This movement gains particular strength in the summer season, through lighter, more contemporary proposals.
High Summer 26: a soundtrack for the season
Officially presented to customers in Santa Catarina during the store opening, the High Summer 26 collection is described by the brand as “a song that never leaves your head.” Inspired by sensations, memories and the spontaneity of summer, the campaign translates the season into movement, lightness and intensity.
Highlights include flowy dresses and airy silhouettes, fresh linen, printed tulle and artisanal richelieu embroidery. Original prints feature oversized florals, foliage and birds, reinforcing a tropical mood. The visual language aligns with a refined resort-wear aesthetic.
The collection also brings modern trousers in harem, carrot and barrel-leg cuts, plus versatile sets designed to transition smoothly from day to night. Accessories with shells, stones and braided textures complete the looks. The pieces were created to accompany different summer occasions.
Beiramar Shopping strengthens its fashion profile
With Maria Filó’s arrival, Beiramar Shopping strengthens its women’s fashion offering and caters to an audience that values style, authenticity and quality. “Maria Filó expresses a light and elegant lifestyle that resonates with the spirit of Florianópolis. We believe the brand will enchant our customers and complement our women’s fashion portfolio,” says Leila Martins, the mall’s superintendent.
The new store joins other labels already present in the complex, reinforcing Beiramar’s position as a fashion-forward destination. It also helps draw new customers to the city center. The opening aligns with the mall’s strategy of uniting retail, lifestyle and experience.
Store design reflects contemporary femininity
The store was designed to mirror Maria Filó’s welcoming, signature atmosphere. The architecture highlights natural textures, soft colors and a concept of contemporary femininity. The space invites customers to touch, try on and discover pieces that follow the pace of modern women’s lives.
The layout favors a calm, immersive shopping experience, with attention to detail in materials and lighting. This environment echoes the brand’s proposition of a relaxed yet sophisticated lifestyle. The store becomes a physical expression of the label’s visual and emotional universe.
Expansion plan in the heart of Santa Catarina’s capital
The opening adds another chapter to Beiramar Shopping’s expansion plan focused on relevant brands. The goal is to connect retail, lifestyle and high-quality experiences in the heart of Florianópolis. Maria Filó’s presence reinforces that direction.
The meeting between the brand’s Rio de Janeiro DNA and the coastal atmosphere of the island capital creates a natural synergy. High Summer 26 captures this encounter in light, tropical and elegant pieces. As a result, the new store positions itself as a destination for those looking to refresh their summer wardrobe with identity and sophistication.
