Portuguese footwear has once again made a striking appearance, this time on the Oscars red carpet. Chloé Fineman chose shoes from the Portuguese brand JJ Heitor for the Vanity Fair Party. The model is the result of a collaboration between the label and American designer Daniella Kallmeyer, presented last February at New York Fashion Week as part of the BioShoes4All project.
The actress and comedian, recognized for her work on Saturday Night Live, Search Party, and High Fidelity, thus reinforces the presence of Portuguese footwear in highly visible international settings.
This spotlight comes alongside the growing presence of Portuguese footwear at major fashion weeks. In New York, the sector ներկայաց a series of exclusive collaborations with Campillo, Daniella Kallmeyer, and Libertine, featuring shoes and bags developed in partnership with Mariano Shoes and Belcinto, JJ Heitor, and Helena Mar, respectively.
In Paris, Portuguese footwear once again walked the runway with Willy Chavarria, through the companies Luís Onofre and Mariano Shoes, thereby associating itself with international music stars such as Feid, Lil Mr. E, Latin Mafia Lunay, Mahmood, Mon Laferte, and Santos Bravos.
Also in the French capital, it stood out with the duo Ernest W. Baker. In Milan, Miguel Vieira showcased the best of Portuguese footwear as part of Portugal Fashion, while Davii appeared in partnership with the Portuguese brand Felmini.
By partnering with these designers, the Portuguese footwear industry strengthens its mission to integrate technical excellence, craftsmanship, and national production capabilities directly into the creative process. At the same time, APICCAPS enables the development of new product categories, ensuring access to specialized know-how, technical resources, and production scale, always respecting each designer’s creative vision. These partnerships go beyond traditional sponsorship, supporting projects from their runway debut to commercial viability and long-term potential.
"These collaborations reflect our commitment to supporting designers with top-tier production capabilities, while also highlighting the depth and versatility of Portuguese footwear,” says Paulo Gonçalves, executive director of APICCAPS. "The materials used in the collections were developed במסגרת the BioShoes4All project, reinforcing APICCAPS’ focus on innovation, research, and the development of new materials. By working closely with designers throughout the entire creative and development process, we help transform bold ideas into high-quality products designed to last.”
The Portuguese footwear industry exports more than 90% of its production and is increasingly recognized internationally for its precision, innovation, and artisanal heritage.
From cinema to TV
Its presence on the most prominent international "runway” of celebrities adds to the recent debut of Portuguese footwear at the Met Gala, with Maluma and Willy Chavarria. On the small screen, Portuguese footwear has also maintained a regular presence in high-profile television productions. Following its association with La Casa de Papel, the sector gained visibility once again in international series such as Emily in Paris, one of today’s most influential productions in the fashion world.
In the Netflix series, the protagonist played by Lily Collins appeared wearing sandals from the Portuguese brand Alameda Turquesa, reinforcing the presence of national design in globally distributed content. The series, watched by millions of viewers worldwide, has become an important showcase for fashion and lifestyle brands, helping to project Portuguese-made footwear internationally.