Brazilian cotton was highlighted at the Expo Osaka 2025 event in Japan during the week of August 18th-23rd. The Brazilian Cotton Growers Association (Abrapa) held an exhibition entitled “Power of the Natural: From Cotton Fields to Fashion”, with garments that reveal the multiple uses and cultural expressions of Brazilian cotton.

The aim was to highlight cotton’s myriad of uses, its quality, and its sustainable production. The exhibition was held in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), within the Brazil Pavilion at the Expo.

An example of this was the costume worn by Baianas, women from the state of Bahia who maintain Afro-Brazilian traditions by wearing traditional clothing such as long skirts and embroidered cotton blouses.

The exhibition included a 100% cotton Renaissance lace dress by the haute couture brand Martha Medeiros. The garment was handcrafted by Brazilian lacemakers from the northeast region, where this traditional use of cotton is maintained.

A custom-made shawl by the brand was presented by Alessandra Zanotto to Her Imperial Highness Princess Kako of Akishino of Japan. Alessandra grows cotton in Bahia and, on this occasion, represented all Brazilian cotton producers. The judogi worn by world judo medalist David Moura was also on display, symbolizing the cultural connection between Brazil and Japan. Moura is from Mato Grosso, the largest cotton growing state in Brazil.

There were also garments made with traceable cotton such as a white t-shirt, jeans and a denim jacket. On each label, a QR code could be scanned to allow visitors to see the entire journey of the cotton, from the farm where it was grown to the brand responsible for creating the garment.

A tribute was paid to three Nipo-Brazilian families who grow cotton in Brazil. Utida, Shimohira, and Morinaga were the main characters in the institutional video produced by Abrapa to promote the natural fibre during Expo Osaka.

In addition to the exhibition, Brazil held a panel entitled “Women who weave the future: from sustainability to innovation”. Among the panellists were Alessandra Zanotto, the president of the Bahian Cotton Growers Association (Abapa), the Business Director of the Brazilian Trade and Investment Promotion Agency (ApexBrasil), Ana Paula Repezza, and the Superintendent of Strategic Projects of the Brazilian Textile Industry Association (Abit), Lilian Kaddissi.

The Expo event, also known as the Universal Exhibition, has been held since 1851 by the Bureau International des Expositions (BIE) to promote cultural and technological exchange between countries. In Osaka, the first edition was in 1970 and this year it runs until October 13th.

Learn more about Brazilian cotton.