PRISCAVera

Paulo Gonçalvez and Claudia Pinto led the march through historic Porto and bustling Lisbon for ModaLisboa. From the runway shows, site-seeing, incredible food, factory visits, and to catching the hottest, must-go, events, we really got to see what makes Portugal Portgual– the undoubted hospitality and beauty that the country is.

While fashion weeks in New York or Paris are more mainstream, nestled in the heart of Lisbon is ModaLisboa. Here you catch the underground, the rawness, and the designers that are setting the trends, who are the ones to watch. Here is where creativity meets individuality and where designers bleed their passions into visual stories. Sitting front row, we had the opportunity to catch shows such as Béhen, Nuno Baltazar, and even a whole show dedicated just to the footwear by Luís Onofre. We shared many laughs, made new friends, and really got to take in such an incredible experience. Post-trip, we asked Paulo Gonçalvez, the Director of Communications for APICCAPS, for his thoughts on sustainability, the direction of the footwear created in Portugal, and his overall experience for the trip that he shared with us.

Continue reading below for more.

When people think of sustainability and Portugal, what do you think is an important takeaway that you want people to leave with?

Every year, 24 billion pairs of shoes are produced worldwide. We don’t believe that is sustainable or reasonable. We believe there is an alternative in the market — and that alternative is Portugal. A country that produces excellent, durable footwear at fair prices.

Portugal isn’t just talking about sustainability — we’re investing in it at the core of our industrial strategy. The country is channeling €120 million into making the footwear industry one of the most sustainable and technologically advanced in the world.

We started by signing the Portuguese Green Pact and auditing hundreds of companies. Now, we are making the largest investment ever in our industry. The key takeaway is this: sustainability in Portugal is not a trend — it’s a transformation. From eco-design to circularity, we’re building a future where quality, responsibility, and innovation go hand in hand.

As Portugal continues to become the hub for creation of footwear, where would you like to continue to see the growth headed towards?

Portugal is a global reference in the production of high-quality footwear. That’s why many of the world’s most important footwear brands — including in the luxury segment — choose to manufacture in Portugal.

We’d like to see growth that goes beyond volume — we’re aiming for value-driven growth. That means continuing to invest in sustainable materials, digital transformation, and high-end design, while also ensuring our companies remain agile and creative. Ultimately, the vision is for Portugal to lead the way in smart, sustainable manufacturing — combining craftsmanship with cutting-edge technology to set new standards globally.

What was one of the highlights of this past trip for you?

From our perspective, it was important to showcase both the creative side and the connection to the fashion world, as well as the visits to the companies. The goal was to demonstrate that the Portuguese footwear industry is investing across multiple areas. This year, we participated in all the major international fashion events and supported a range of designers — including emerging talents. Likewise, we’re working with some of the world’s leading fashion schools, such as the London College of Fashion and FIT in New York.

One of the standout moments was visiting some of the factories that are already integrating robotics, automation, and eco-friendly production systems. Seeing first-hand how tradition and innovation are coexisting — with younger generations stepping into family businesses, working side by side with advanced machinery — was incredibly inspiring. It’s a clear sign that the future is already being built, today.

If people could only travel to one spot in Portugal, where would you recommend them to go?

For different reasons, we chose Porto. It’s our home base — a historic city full of tradition. The beauty of the Douro River, a visit to Jardim do Morro, discovering the Casa da Música, Livraria Lello or Serralves, tasting our amazing seafood, and, of course, trying Port wine — these are all musts. But beyond its beauty and culture, Porto is also a business hub: 90% of Portugal’s fashion industry — including leather goods, footwear, jewellery, textiles, and apparel — is located within a 50 km radius of the city.

Porto is tradition, but it’s also one of the best places to do business.

From what I saw, Portugal’s fashion space is one that is fresh, boundless, and creates trends. What is it about these designers that you think makes them stand out amongst the rest?

Portuguese designers have a unique ability to balance heritage with experimentation. They’re deeply rooted in artisanal tradition, yet unafraid to push boundaries in form, material, and sustainability. What sets them apart is their authenticity — they’re not trying to imitate global trends but rather create their own visual language, often inspired by local culture, landscapes, and values. That makes Portuguese fashion genuinely original and globally relevant.