PatBO founder Patricia Bonaldi has become fashion’s ‘Queen of Poolside Glamour’, building a global luxury brand from her hometown of Uberlândia, Brazil. This summer’s Portofino activation marks another milestone in the label’s international expansion, bringing its signature embroidery, vibrant femininity and Brazilian craftsmanship to one of Europe’s most coveted luxury destinations.

PatBO Marcello Maranzan

The most interesting luxury brands rarely emerge from the places the industry expects.

For decades, fashion’s centre of gravity has revolved around a familiar map. Paris. Milan. New York. London. The names change, the collections evolve, but the narrative often remains remarkably similar.

PatBO’s story begins more than 5,000 miles from most of those conversations.

Founded by Patricia Bonaldi in Uberlândia, a city in Brazil known for its embroidery heritage, the brand has spent years building a loyal following through craftsmanship, colour and an unmistakably confident view of femininity. Today, that following stretches far beyond South America.

Triple Threat

Over the past three years, PatBO has tripled its wholesale business across EMEA, expanded its international footprint and continued to strengthen relationships with luxury consumers who may never have set foot in Brazil but increasingly understand what the country represents through the lens of the brand.

I spoke with Patricia Bonaldi exclusively, and she told me that the shift has been both commercial and deeply personal.

“It was not one single moment, but a series of moments that became very clear over time,” she tells me.

“Seeing women discover PatBO in New York, Europe, the Middle East and beyond, and watching them connect to the same emotion I created from Brazil, was very powerful.”

And that word, emotion, appears repeatedly throughout our conversation.

Luxury businesses often discuss growth through the language of distribution, market penetration and expansion strategies. Bonaldi speaks about connection.

The distinction helps explain partly why PatBO feels different.

Many brands expand internationally by softening their edges. Regional characteristics become less pronounced. Collections are adapted to appeal to the broadest possible audience. Cultural specificity is often viewed as a commercial risk. Bonaldi sees it differently.

“I have always believed that the most powerful thing a brand can do is remain true to where it comes from,” she says.

“Brazil is not just an inspiration for PatBO; it is the foundation. It is in the colours, the movement, the handwork, the way we think about the body and the way we celebrate life.”

As luxury consumers become increasingly interested in provenance and authenticity, that approach appears remarkably well timed.

Customers who can purchase almost anything from anywhere are increasingly drawn to brands with a clear point of view. A product may travel globally, but consumers still want to know where it came from.

PatBO has certainly never hidden its origins.

Its signature embroidery remains central to the brand. Its silhouettes celebrate confidence rather than restraint, with collections that carry references to Brazilian culture, landscape and energy without apology.

“As we grow internationally, I never want PatBO to become quieter in order to fit in,” Bonaldi says.

“Our individuality is exactly what makes the brand meaningful.”

That confidence is now shaping the company’s next phase of growth.

A Riviera Summer

This summer, PatBO is expanding its presence through activations in Portofino and Saint-Tropez, destinations that attract an international luxury consumer moving fluidly between continents.

The decision is notable at a moment when much of retail conversation remains focused on digital channels and online acquisition.

“Digital is incredibly important, but fashion is still something you feel,” she says.

“When someone walks into a PatBO space, they can understand the texture, the handwork, the colour, the music, the energy. They can see how the pieces move and how they make women feel.”

Portofino and Saint-Tropez are strategic choices not because they are fashionable postcodes, but because they place the brand directly in the path of its customer.

“She may live in London, New York, São Paulo, Dubai or Paris, but in the summer she is moving through places like Portofino and Saint-Tropez.”

Resortcore Revealed

For luxury brands, there is increasing value in meeting consumers where they choose to spend their most aspirational moments. A holiday wardrobe often carries a different emotional weight than an everyday purchase. The consumer is relaxed, optimistic and open to discovery.

PatBO’s aesthetic feels particularly suited to those moments.

The brand has built a reputation around clothing that celebrates occasions rather than simply dressing for them. Resort wear, eveningwear and ready-to-wear blur together through intricate embellishment, bold colour and craftsmanship that demands attention without feeling forced.

Yet behind the glamour sits a story that Bonaldi considers equally important.

PatBO’s roots remain firmly connected to the artisans who help bring the collections to life.

In 2015, she established Construindo Sonhos, a non-profit school in Uberlândia dedicated to teaching embroidery and craftsmanship skills to local women.

The initiative reflects a belief that luxury can preserve traditional skills while creating economic opportunity.

“It has always been about more than preserving craft,” Bonaldi says.

“It is about creating opportunity, independence and a future for women through the skills of their own hands.”

Today, PatBO works with a network of more than 400 artisans whose expertise remains central to the brand’s identity.

For consumers increasingly interested in understanding the people behind luxury products, that story matters.

The embroidery, beadwork and detailing that define PatBO’s collections require patience, skill and experience. They also represent livelihoods, communities and traditions that might otherwise disappear.

“When a woman sees the work behind a piece, it becomes much more meaningful,” Bonaldi explains.

“It is no longer just a dress. It is a story of craftsmanship, culture, community and women supporting women.”

It is perhaps this combination that explains PatBO’s growing international appeal.

Luxury consumers continue to seek novelty, but they are also searching for authenticity. They want brands with character. Brands with a point of view. Brands that stand for something beyond seasonal trends.

Asked what she hopes a customer discovering PatBO for the first time in Portofino or Saint-Tropez understands within those first few minutes, Bonaldi’s answer has little to do with expansion plans, market share or future ambitions.

“I would hope they feel that PatBO is a brand with heart,” she says.

“Yes, it is about beautiful clothes, but it is also about emotion, craft, femininity and the energy of Brazil.”

The luxury industry often speaks about globalisation as though success requires becoming everything to everyone.

PatBO suggests a different possibility.

Sometimes the brands that travel furthest are the ones that know exactly where they come from.