Flor is inspired on the urban lifestyle and on the nature balance, a stripped and sophisticated style at the same time, genuinely Brazilian. It translates the contemporary Brazilian women lifestyle, naturally sensual and female, surrounded by the big city excitement and the search for the nature well being, valuing comfort, quality and design.

Fashion, art, culture and nature are elements that constantly inspire Flor collections by Juliana Fregonesi, creative director and brand owner for six years. The concepts and guidelines were born from the lived and studied experiences on these universes.

To better answer the women in all moments, Flor divides its collection in two moments: Easy Flor – basic pieces with a trendy hint; and Spot Flor – pieces with tissue and modeling with extreme quality, translating the complete brand lifestyle.

The projects of all stores follow the brand concept, eco friendly, a mix between casual and sophistication, with material mixture as burned concrete and certified wood, always respecting the nature.