[Not Yet Available in Japan] Transforming the Traditional Portuguese Carnival nto Fashion: The Story of "Entrudo" Crafted by a Mother-Daughter Duo

I wish every day could be a carnival—

These bold desires took shape in the fashion brand "Entrudo," born from the traditional carnival of northern Portugal.

Designer Susana Ribeiro, drawing from her upbringing in this region, has attempted to elevate the long-standing fervor and vibrant colors of the carnival into contemporary fashion. Much of her collection is meticulously crafted by local artisans, infusing each piece with traditional craftsmanship and the spirit of festivity.

This time, we delve into the charm of Entrudo," where the traditions of Portugal's carnival and skilled craftsmanship intersect.

A New Challenge Brought by the Carnival

When people think of carnival, many envision Brazil in South America. However, Europe also boasts regions that have preserved carnival traditions for centuries. One such place is the small village of Podence in northern Portugal.

The Carnival of Podence, which is recognized as an Intangible Cultural Heritage by UNESCO, is believed to trace its origins back to the Roman era. There are theories that it began as a ritual praying for a bountiful harvest before the arrival of spring.

This festival, which lasts for three days starting from “Domingo Gordo” (Fat Sunday) in early to mid-March, is characterized by the presence of costumed individuals called “Caretos.” Local young men don masks and colorful fringed costumes, embodying the “escaped demons.” They leap and scream as they run around the village in a vibrant spectacle, prompting the locals to dance along in response. This is the essence of the Podence-style carnival.

“The carnival is a wonderful tradition of Portugal rich in materials, colors, textures, and sounds. Not just in Podence, but each village in northern Portugal has its own unique flavor of carnival that has been passed down.

"‘Caretos’ are diabolical and mysterious beings adorned in colorful costumes made from fringed vests, their masked faces covered, and jingling bells hung around their waists. The creativity and traditional practices filled with colors and sounds make this carnival unique and enchanting, and it is the presence of the ‘Caretos’ that lays the foundation for 'Entrudo.'”

For Susana, who grew up in this region, participating in the carnival was a special yearly event. However, the establishment of her brand "Entrudo," rooted in the aesthetics and energy of this festival, came later in her life.

After graduating high school, she learned design at CITEM, a fashion school in Portugal's second-largest city, Porto, then joined her family’s knitwear company. Initially engaged in the production and sale of handicrafts, a few years later, the manufacturing processes transitioned to industrial methods, moving from artisanal craftsmanship to machine production.

“You can’t go against the times, but I absolutely loved our handmade products. That passion is why I now devote my heart to handicrafts through ‘Entrudo.’”

Later, while involved in management at a different industry company and experiencing marriage and childbirth, a turning point came in her late 40s when her daughter, who also studied fashion design, became independent in her 20s. It was her daughter’s suggestion that sparked the realization of the mother-daughter dream of establishing a brand centered on traditional Portuguese craftsmanship.

“When I decided to establish the brand, I felt a deep joy in being able to create my own work again and spend time doing what I love the most.

"While my experiences in the business world were certainly valuable, creating things was the missing piece in my life. ‘Entrudo’ is truly a major project born from the bonds of family and our passion for creation.”

Craftsmanship Woven Through Community Bonds

In 2017, Susana, along with her daughter Maria, established the brand based in Porto. The brand's core is the fusion of a family's love for carnival with the traditions of Portugal through a unique lens.

“The period we were preparing the brand coincided perfectly with the carnival season. That’s why we chose 'Entrudo,' which is also an alternative name for Portugal's carnival, as our brand name.”

Portugal ranks third in Europe for shoe production, with many manufacturing hubs concentrated in northern Felgueiras. The duo began here as a shoe brand and expanded their collection to include home décor and bags two years later.

"We are a small brand that values handmade craftsmanship. By finishing every detail with care and not holding inventory, we eliminate waste. We use natural and recycled materials, making an effort to reuse surplus materials. All of our products are custom-made, and we build family-like relationships with the artisans and workshops that collaborate with us, providing proper working conditions and fair wages."

The trust that can only be built by Susana, who was born and raised here. The strong ties with local factories and artisans form the backbone of "Entrudo"'s craftsmanship.

A Harmony of Colors & Materials in the Spirit of Carnival

The designs reflect the heat, passion, and joy of the carnival, showcasing the brand's originality through vibrant colors and a variety of material uses.

"We aim for an impactful and glamorous appearance inspired by the costumes of 'Caretos.' Combining voluminous fringes, a leather base, and hand-processed natural materials—raffia, wool, knit, and more—creates intricate details. All rattan and bamboo handles are finished by hand as well."

"While enjoying the combination of colors and textures, we make arrangements in the decorations and details so that each piece, even if it’s the same model, expresses a different character. This is how unique works infused with individual stories and traditions are born."

At 55 years old, Susana, who raises the brand with her daughter, expresses her feelings like this:

"I take great pride in incorporating traditional Portuguese craftsmanship such as hand embroidery, weaving, basketry, knitting, and crochet into our pieces. As a fashion designer, it is my life's purpose to preserve and pass on this tradition, delivering joy and fun to those who wear our handmade products."

The story of "Entrudo" woven by mother and daughter is still just the prologue. Their journey to elevate the energy of the carnival into creative fashion pieces and deliver them to the world continues.