One of this summer’s hottest trends? Brazilcore.
It’s defined by key pieces, all borrowed from the Brazilian wardrobe and creeping into the summer’s street style: Brazil’s soccer jersey, Havaianas, Y2K-style mirrored sunglasses, and a bright palette of canary yellow, navy blue and vivid green that catches the eye. Brazilian designer Cece Hamali calls it “an entry point for the foreigner”, condensing Brazilianness (“brasilidade”), or at least what those outside the country imagine it to be, into a single look.
Fast fashion giants such as H&M and Zara have rolled out green and yellow tees emblazoned with Brazilian city names like Rio de Janeiro and Salvador. Fashion weeks have been seduced by the Brazilian vibe, with Copenhagen and Paris falling for flip flop label Havaianas. Subtle references to Brazil’s bright color palette appeared on runways and in new drops from Chanel, Jil Sander, and Schiaparelli.
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Recent Lyst data shows a 91% rise in interest in the country between Q1 and Q2 2026. Brazilian labels perform even better, with interest up 204%, according to Lyst. Leading the pack is Havaianas, up 271%, while searches for Brazilian label PatBo are up 62% and Nike Brazil up 71%.
Drawing on daily Brazilian life, Brazilcore first blew up in 2022, amid the Qatar World Cup, following a period when the national team’s jersey was co-opted as a symbol of the far-right movement of then president Jair Bolsonaro. As the first global soccer competition since Bolsonaro’s election, Brazilians saw an opportunity to reclaim something that had always belonged to them, stripping the jersey of its political connotation and giving it a fashion one instead.
Social media feeds were flooded with Brazilians showing off their looks, buoyed by hopes for their coveted ‘hexa’ (referring to the dream of winning a sixth World Cup), while labels like Misci and Mirror Palais ran with it, propelling the trend’s success with pieces worn by the likes of Rosalía and Emily Ratajkowski. Brazilian cinema has also caught fire in international markets, with hit movies including I’m Still Here and The Secret Agent.
By 2024, the look had reached the pages of British Vogue, with model Anok Yai wearing the national canary jersey in homage to Carnival, photographed for the March issue by Rafael Pavarotti. During the 2026 World Cup, Brazilcore has only gained momentum, embraced by celebrities including Sabrina Carpenter, Tyla, Alex Consani, Dua Lipa, and Addison Rae.
