Tatiana Dumenti is an entrepreneur and fashion designer who founded the women’s clothing brand “Dumenti”. Her brand stands out for its classic, urban, feminine and timeless style. Before dedicating herself to entrepreneurship, Tatiana worked as a model, which provided her with extensive knowledge of the fashion market.
Born in São Leopoldo, Rio Grande do Sul, Tatiana started her career as a model at the age of 15, after winning the Elite Model Look contest. She moved to São Paulo to follow her passion for fashion and, despite the challenges she faced in the big city, she managed to reconcile her studies and fulfill the condition established by her father to invest in the modeling profession.
Although she never dreamed of becoming a model, Tatiana decided to participate in the Elite contest out of curiosity, due to the comments she heard about her career potential. Her contest victory motivated her to invest in her career as a professional model. In addition to her successful career in the fashion world, Tatiana is married and the mother of a nine-year-old boy. Although she has a hectic routine, she manages to juggle her career with motherhood.
Along her path, Tatiana achieved many significant milestones, such as gracing the cover of the renowned Marie Claire fashion magazine, which was an exciting and magical moment in her life. She also had the opportunity to shoot several times for magazines such as Elle and Vogue Brasil, including being featured in special summer and swimwear editions. In addition, Tatiana has worked with renowned names in the fashion market both nationally and internationally, participating in numerous advertising campaigns around the world.
While working as a model, Tatiana developed an interest in understanding the creative process of brands and clothing making. However, she never imagined that she would become a successful entrepreneur. After studying fashion business at college, Tatiana decided to found her own brand, Tatiana Dumenti, initially focused on resort fashion and beachwear, which reflected the fresh and sophisticated style of Brazilian women.
Over time, the brand’s Dumenti line gained prominence and became the company’s main focus. Through her brand, Tatiana has become a reference in the luxury fashion market, always seeking innovation and continuous improvement.
As a successful entrepreneur in the fashion market, how would you describe the style and identity of the Dumenti brand? What elements do you consider essential to create classic, urban, feminine and timeless pieces?
When I created the brand, I imagined a persona to develop DUMENTI’s DNA, which reflects the lifestyle of contemporary women who enjoy traveling, exchanging experiences, enjoying the best of life, culture and art. She is a multifaceted woman who needs to be clothed in power and comfort to live her life. With this in mind, the models are made to embrace the body while having characteristic fashion and design information.
To create classic pieces, it is necessary to observe the behavior of society, which models are democratic, with modeling that values any body shape. I think about it a lot and I always try to get a feed back from customers to understand what they want to wear.
What is the role of fashion in the context of personal expression and female empowerment, and how does the Dumenti brand seek to convey these values through its collections and the unique style of its pieces?
The phrase “the first impression lasts” says a lot about the importance and power of the image. You can choose to be whoever you want through the symbols that an outfit carries.
As I idealize a strong, feminine and independent woman, I use noble materials, such as silk, leather and high-impact trimmings, while in design, I develop pieces that balance ruffles (which convey delicacy) with modeling that gently marks the curves (which convey a certain sensuality, but in a discreet and elegant way) and I use a lot of leather (which conveys strength and power). The balance of these elements results in pieces with a lot of personality.
Throughout your career, working with big names in the fashion market and appearing in advertising campaigns around the world, how have these experiences influenced your vision of fashion and your creative process as an entrepreneur?
Completely influenced! I have a very attentive eye for finishes, I always look at sewing details, the choice of fabrics and accessories… all of this came from this experience of wearing creations from different brands around the world. Working with different stylists brought out both my creativity and my critical sense, which I apply to the brand’s routine.
How was the transition from your career as a model to becoming a successful entrepreneur in the fashion market?
It was organic. I learned to like fashion by modeling. However, I only really got to know the processes and complexities of a fashion company in practice, after I graduated and invested in my brand. Living this from the first collection idea to the production process demands so much dedication, focus and strategy that actually making this market happen is enchanting and also challenging, it is a dynamic environment that only those who love fashion persist.
In addition to your work in fashion, you already had experience as a reporter and presenter. Tell us a little bit about this important phase of your professional life, as well as the experience, and even lessons learned?
My work on TV was fundamental to develop my communication skills. It was a very rich experience that still helps me today in presentations and negotiations. The pressure of delivering on TV teaches you a lot about attention, preparation, and grounded improvisation.
What are the key pieces or favorite items from your own Dumenti collection that you would recommend to women looking for an elegant and timeless style?
A good silk shirt, impeccably cut pantaloons, a nice leather jacket unfold in countless looks. In my brand I have some perennial models that those who try it take it, they wear it so well! Incredible!
You recently launched your new collection in collab with influencer Vanessa Hadi, it’s about a winter trend: leather. Tell us a little about the development process for this new line?
The starting point was our common characteristics. We admire the same profile of women and that was the scope of creation. We wanted to develop pieces with delicate yet impactful details. This research resulted in this capsule collection that values the feminine form and has a strong fashion tone, but at the same time commercial.
With your previous experience as a model, how much did all this baggage help you to be inspired and to invest in your own brand?
The world of fashion is disruptive and potent. This strength touched my courage to invest in a dream. Fashion is about behavior, politics, culture and all this effervescence enchants. As a model, I got to know the edge of the business, marketing, the final image of a finished product. I bring the synthesis of these experiences to my creations.
How much did design and modeling contribute to public engagement in the launch of your new collection? Was this planned?
Design and finish are key. Those who don’t work in fashion can’t say for sure what makes the difference in a piece, but when wearing it they feel so good, that is the subtle impact that makes modeling key to the success and acceptance of an outfit.
Follow Tatiana Dumenti on Instagram
*With Affonso Tavares and Regina Soares