乐播传媒

The runway show by designer Ronaldo Fraga at S?o Paulo Fashion Week N60, held on Monday, October 13, was one of the most moving moments of the season. Inspired by Milton Nascimento, Fraga presented the Minas-Nascimento collection—a poetic tribute to the mountains, roots, and voices of Minas Gerais. Among the showcased pieces were handmade creations by the artisans of the Crochetai-vos collective from Bar?o de Cocais (MG), participants in the Corredores e Rotas Program. This structuring initiative by 乐播传媒, implemented by GKS Inteligência Territorial, connects communities, local knowledge, and craftsmanship, fostering sustainable territorial development through experiential tourism and the creative economy.

The partnership emerged from a co-creation and capacity-building process that brought together Ronaldo Fraga’s artistic vision with the talent and sensitivity of local artisans. Workshops held in the city provided a creative and emotional immersion, where threads and stories were interwoven in a collective effort that blended tradition with innovation.

“It was an overwhelming emotion, a feeling I had never experienced before—seeing a piece I made on Ronaldo Fraga’s runway. I was bursting with joy!” shared Cirlene de Moraes Dias.

“It was a truly moving experience. It was my first time flying, my first fashion show—it felt like a dream! Seeing people wear what we made with our own hands was wonderful. The crocheters of Bar?o have fairy hands, and I’m here representing my friends who also wished to be part of this special moment,” added Maria Angélica Rodrigues Custódio da Silva.

“The collective is a symbol of the transformative power of the creative economy. Each piece they produce carries identity, memory, and a sense of belonging. Seeing their work on the SPFW runway proves that economic and human development go hand in hand. That’s precisely the purpose of Corredores e Rotas: to connect people, value territories, and create real opportunities,” stated Cássio Garkalns, Director of GKS Inteligência Territorial.

“Bar?o de Cocais is a hub tied to the historical heritage of Minas Gerais, where traditional knowledge and craftsmanship are passed down from mothers to daughters, grandmothers, and great-grandmothers. It’s a place that inspires me. From these women came the creative force that transformed crochet into language and poetry. I’ve always believed, as Lina Bo Bardi once said, that the day Brazilian homes, utensils, and clothing reflect the grandeur of this country, we will have achieved something true. Designing clothing that carries sound, memory, and story is what gives fashion its meaning,” said Ronaldo Fraga.

With a solid presence in Minas Gerais and expansion into the states of Rio de Janeiro and Espírito Santo, the Corredores e Rotas Program adopts a proprietary methodology based on three integrated pillars: support for public authorities, strengthening of governance, and market access. These pillars encompass training, mentoring, product curation, support for Municipal Tourism Councils, and commercialization assistance for local entrepreneurs.
Currently, the program is active in five new cities: Mangaratiba (RJ), Ibira?u (ES), Jo?o Neiva (ES), Mariana (MG), and Rio Piracicaba (MG), expanding its national reach and reaffirming its commitment to economic diversification, strengthening of local identities, and the promotion of Brazilian culture through entrepreneurship as a driver of change.
The presence of the Crochetai-vos collective’s work on Brazil’s most prominent fashion runway marks not only the recognition of artisanal excellence but also the advancement of a territorial development model rooted in the creative economy, community empowerment, and cultural identity.

“By connecting local knowledge, culture, and entrepreneurship, the Corredores e Rotas Program strengthens communities, celebrates identities, and opens real pathways for income generation. Witnessing the work of Bar?o de Cocais’ crocheters on this runway is a celebration of a transformative initiative that turns talent into opportunity and territories into protagonists of their own development,” said Luiz Henrique Medeiros, Director of Territories at 乐播传媒.

The impact of the Corredores e Rotas Program is evident: among the 87 entrepreneurs surveyed from the Creative Network in September 2025, 91% reported increased visibility in the local market, 88% expanded their professional networks, and 100% expressed satisfaction with the program. To date, sales have exceeded R$408,000, benefiting entrepreneurs across nine municipalities in Minas Gerais.