Josemar Rufino Santana (alias Josh Santana) was born and raised in one of the largest and most important cities on the northeast coast of Brazil: Recife.
From the age of 16, Josh was full of ideas and eager to learn the ins-and-outs of fashion. He leaves nothing in the process to chance – from the smallest detail to the finished result – everything must be perfect. Before beginning his career in fashion design, Josh was not only scouting for models, but was also shaping and styling them on the catwalks. In his native Brazil, he initiated a wide range of modelling contests and fashion shows. One year later Josh Santana had his first fashion event. On top of that, he also publishes his own Glossy Magazine called “By-Josh”. Josh revels in being a multi-talent.
Josh had always dreamed about the opportunities in Europe before he eventually moved there. After Spain, Germany and Belgium, in 2007 he finally settled down in Valkenswaard near the city of Eindhoven in the Netherlands.
After sharing his knowledge with others to help them progress in their careers progress, the time was finally right. Josh Santana presented in SS2016 his first prêt-à-porter collection: Natureza Brasileira ByJosh. Each of his designs has its own story to tell. A story about love and passion by its creator and most definitely inspired by Brazil’s nature. Brazil has one of the world’s richest diversities of flora and fauna and this collection will take you on a colorful journey to discover all the wonders it has to offer.
In 2016 Josh Santana surprised us with his first collection SS2017 #Glamour Natureza Brasileira ByJosh. The première of the presentation took place at Salonè della Moda, an exclusive 3-days Fashion show in Rotterdam (NL).
In the SS2018 #Classic collection Josh Santana introduced matching accessories. Josh prefers a total look, not just an outfit. ‘My desire is to tell a story, show an emotion, a way of life’. Josh offers his clientele not only the purchase of an item of clothing, but the opportunity to create a lifestyle, a new memory, the DNA of Natureza Brasileira ByJosh.
Last week Josh Santana showed @CPLP Fashion Week in Lisbon (Portugal), the premiere of Natureza Brasileira ByJosh SS2019 ‘Alegria’. ‘Alegria’ represents the story of joy and happiness. Translated into the colors of the rainbow, inspired by nature, culture and lifestyle in all aspects of Olinda and Recife.
Josh Santana, a perfectionist who wants to make Europe a little bit more colorful and translates this into his feminine designs. An Brazilian fashion designer with special gifts. Josh’s quote ‘One doesn’t do fashion, but creates one. It’s your DNA’.
I love to create unique designs for the woman who love to be fashionable, feminine and enjoys the good things in life. – Josh Santana.