I am an entrepreneur and personal stylist, and all my endeavors must align with sustainability.

In addition to being a stylist at Joana.Style, I am also behind a brand called Fashion PWR that offers tools to help people have a more sustainable closet.

I am a 24-hour activist for sustainable fashion. In the past, I was part of the F/ACT movement in Sweden, and currently, I am an ambassador for REMAKE.

I am from Brazil, and my first entrepreneurship initiative in circular fashion was almost a decade ago when circularity wasn’t a popular topic, and actions towards it weren’t popular like today.

Now based in Sweden, I help you explore your style, run Fashion PWR, and organize events for sustainable fashion.

From my experiences in the sustainable fashion community, as a personal stylist and entrepreneur focused on circular fashion, I came to realize that the way to a circular closet isn’t one size fits all. When we show options, we make it easier for anyone to be part of the change, including the option to use what they already have!

My relationship with sustainable fashion comes from a long time ago before I knew what sustainable fashion meant, and I believe that may be the case for many of us.

During the past years, sustainable fashion has become a big part of my life, beliefs, and lifestyle.

My connection with circularity is blended with my upbringing. It was connected with my needs, being from a single-parent household. Circularity is part of your life without you noticing it, from hand-me-down clothing to upcycling them, you name it. And being an artsy person who loves expressing myself through my clothes, I know how important clothes can be in someone else’s life.

Nowadays, my relationship with circularity and clothing is stronger. It is part of my life, lifestyle, and work. And what they represent for me is the freedom to explore my style without any barriers and without sacrificing my values. That is what I preach, and you will notice it in my service and work.