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Home HEALTH How Farm Rio's Katia Barros built her 'authentic, far from ordinary' brand

How Farm Rio’s Katia Barros built her ‘authentic, far from ordinary’ brand

What is the most rewarding part of your job?

I really enjoy training people and supporting them in their professional development. I like to highlight skills and not focus on flaws. I am pleased to follow those who started at Farm Rio, prospered and grew within the company to leadership positions. I love feeling the pride, not only of our team, but also of clients, friends, and everyone who has joined us on this long and successful journey. Our story inspires other designers and brings pride and self-esteem to our country. I am honored to have built a company comprised mostly of women. Our social and sustainable commitments are also rewarding. We want, more and more, to positively impact the world. And finally, emotion: I get excited when we, as a fashion brand, move people through meaningful products. Farm Rio talks about happiness and people love it. We are playful and loving, and the world needs this love more than ever.

Do you have any advice for aspiring Latinx designers?

My advice is: “Look inside yourself.” Being true to oneself can take us further than we imagine. Another message I would give to future generations is for them to understand that fashion has become a platform through which we can collectively make the world a fairer and more enjoyable place. Embrace projects of inclusion, sustainability, social, artistic and cultural. And remember that nothing is built without a thousand drops of sweat. Always fly with your feet on the ground!

When you were little, what did you imagine your career would be like?

I didn’t really consider a career in fashion and went to accounting school as my parents were involved in the business world. Ultimately, I decided I needed a creative outlet and found my way into retail and design.

How do you create boundaries between work and your personal life?

This is a great challenge for all women entrepreneurs and businesswomen, who can also be mothers and wives. I try to be disciplined. So, because I’m passionate about my work, I control myself to know when to stop. The cell phone gave us an additional challenge. Sometimes it is necessary to put it aside to disconnect for a while. I love spending time with my family, whether at home or on vacation, as well as getting together with friends. I also prioritize my sleep routine: I sleep religiously for nine hours a day.

What do you think is the most misunderstood part of your job?

The world is going through a severe environmental crisis and as a brand we have established sustainability commitments and goals. There is a great effort in this direction. However, consumer expectations and urgency sometimes outstrip our ability to move towards it, and I fully understand that. We can’t always move as fast as we’d like.

What is the best professional advice you have received?

At the beginning of my professional path, I heard from a very special person: “Tell your story and be true to yourself. Look inside, not outside.” This advice has stuck with me and I have carried it with me throughout my career.

What do you normally wear in the office?

The Farm Rio office, our hothouse for creatives, is very colorful and has the carioca Lifestyle. It is characterized by an elegant but fun atmosphere as a result of our close relationship with the sea and the beach environment. So my way of dressing connects with this state of mind: I wear comfortable, feminine and colorful pieces. I literally dress for happiness

How do you deal with rejection?

It is a complex subject. I have been in therapy for 26 years and learned that rejection is a human part of life. However, it is not something that particularly worries me.

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