The world spent the summer dressed in green and yellow. Runways, shop windows, feeds: brazilcore became the talk of the season, and everyone wants to know how to "wear Brazil". We watch all this with curiosity and care, because reducing origin to a print means losing the very thing that makes it valuable.

That is the provocation Ricardo Bezerra (Global Chief Creative Officer) takes to Design Week. For him, brazilcore is the symptom of a bigger fatigue: brands that could belong anywhere and, for that reason, nowhere. The answer is not more colour, it is more origin. Ricardo spent a year creating in Manhattan and came back with this realisation in his luggage: "proximity to everything can mean connection to nothing that is entirely your own".

In the article, he returns to Oswald de Andrade's antropofagia, the Brazilian instinct to digest what comes from outside and give back something that exists nowhere else, and recalls that this is how it went with the Rio 2016 and Rio Carnaval brands, which never had to stop being from here to reach the world. Origin is not a flag or a palette. It is history, memory, a way of seeing.