From the Countryside to the Runway

Like sugarcane, gold, coffee and rubber, cotton has played a fundamental role in the Brazilian economy since the 19th century, establishing itself as one of the country's main agricultural commodities.

In the textile industry, a sector that for decades was one of the largest employers in Brazil, cotton has always been at the center of production, from the first fabric factories at the end of the 19th century to the industrial boom in the 20th century.

Since the founding of the São Paulo Commodities Exchange (BMSP) in 1917, cotton has been one of the main commodities traded. The exchange also actively promoted its cultivation and organized its production, intensifying these efforts after the coffee crisis in 1929.

In addition, the BMSP conducted fiber quality analyses and promoted and supported events such as Cotton Week and Fenit - the National Textile Industry Fair, which were essential for strengthening domestic fabrics and encouraging the  consumption of textile products.

At these events, the figure of the "Queen of Cotton" emerged, whose mission was to promote Brazilian cotton, ensuring visibility for national fashion and establishing connections with the international market.

Just like beauty queens, the Cotton Queens were nominated or elected annually.

Let's get to know some of them.

On that occasion, Ararigboia was invited by the president of the BMSP to participate in Cotton Week, where the auction of the first bale of the São Paulo harvest took place, alongside Jeannine Holand, who was elected Maid of Cotton 1951 in the United States.

In addition to the auction, the event also featured a fashion show inspired by the participation of the American representative, who presented outfits made from cotton fabric. With a strong philanthropic character all proceeds raised at the event were donated to social projects.

In 1953, the queen was chosen during the National Cotton Congress, which had Olga Clepf as the winner. The event, which included a ball and a fashion show, took place in Rancharia/SP and brought together the region's high society.

In 1958, the Cotton Queen was chosen during the celebrations of the 40th anniversary of the BMSP headquarters. The event, held at FENIT, also featured the traditional auction of the first cotton bale, with the proceeds going to social welfare institutions.

On that occasion, the candidates for the title participated in a fashion show representing major textile industries such as I.R.F Matarazzo, Carone, Cia. Gaspar Gasparian, and Com. Nacional de Veludos Velna. The contest was won by Alaide Barone.

 In 1959, following tradition, the event was praised for its beauty and organization. According to dressmakers of the time, it was the most brilliant fashion show ever held in São Paulo.

In 1960, the candidates were evaluated by a distinguished committee, composed of artists and columnists from the social columns. The winner was Mara Helena Santoro Bertini, who won several prizes, including a trip to Japan.

Throughout the 1950s, the BMSP supported contests and promoted important events, consolidating its role in building a dynamic and competitive cotton market, which also enabled the promotion of Brazilian fashion.