Stylist and brand owner, Juliana Fregonesi creates Flor collections for 5 years. Passionate about fashion but, above all, passionate about life, comfort and well being are always present in her collections. Her inspirations come from travels, life moments, art.

“I can’t live away from the sea, the beach, the nature. I’m always ready to leave São Paulo on the weekends. For that reason, the comfort and well being will be always present at my collections.”

Her life style drives her creations, “the women of today is made of several moments: work, dinners, travels, leisure, sports, parties. I try to create pieces that can be used in different moments and that facilitate our lives.”

The accessories are also very present on her collections, “accessories give soul to the looks, and also translate the style of each woman.” The concern with the raw materials and finishing is constant. “I don`t work with synthetic fibers; they are prohibited here at Flor. We always search natural fibers as silk, cotton, viscose. Those fibers provide comfort to the ones who wear them, something absolutely crucial to me.”

Her collections are more and more complete, and soon she will launch new lines, “I don`t want to sell only fashion, but also lifestyle.”