IN CONVERSATION WITH JADE PICON

interview by LEANDRO DA SILVA

Jade Picon has emerged as one of Brazil’s most influential young voices, seamlessly blending digital influence, acting, and entrepreneurship. With millions of followers across social media, she first gained recognition as a fashion and lifestyle tastemaker before expanding into television with her acting debut in the TV Globo telenovela Travessia. Since then, Jade has continued to evolve creatively, taking on new challenges in both entertainment and business — from launching her fashion brand JadeJade and beauty line Aura Beauty to starring in upcoming projects such as the film Cinco Júlias and the innovative vertical-format series Tudo Por Uma Segunda Chance. Through her work and ventures, she represents a new generation of Brazilian creators shaping culture across multiple platforms.

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Your style has become a reference for many young people in Brazil. How would you define the essence of your aesthetic today?

My style is deeply connected to the moment I’m living and the message I want to communicate. I strongly believe in fashion as a form of expression, so I use clothing to convey energy, attitude, and emotion throughout each phase of my life. What I find most beautiful about the connection I’ve built with my audience over the years is that, while many things have evolved, my essence has remained constant. It’s been over ten years of sharing my experiences and ideas, and I truly enjoy looking back at each phase and recognizing them through fashion.

Fashion seems to be one of your main forms of self-expression. How does your mood or life stage influence the way you dress?

It influences me directly. Fashion is a living form of expression that evolves alongside me in every phase of my life. I use it both personally and professionally, and I love exploring its endless possibilities. Experimenting and discovering new versions of myself through fashion is definitely one of the aspects I enjoy the most.

Which pieces in your wardrobe best represent your personality?

Jeans and a good white tank top, without a doubt. It’s practical, versatile, and can work for almost any occasion depending on how it’s styled.

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How do you balance trends while maintaining a strong personal identity?

I observe trends, but I never follow something just because it’s popular. For me, the most important thing is adapting trends to my own style and feeling comfortable in what I wear.

Jade² has increasingly embraced a beach and resort-inspired aesthetic. What does this universe represent to you creatively?

It represents my lifestyle in many ways. I’ve always had a strong connection to summer, the sun, and the beach. The resort aesthetic reflects this brighter, more vibrant side of my life, especially my days in Rio. I love having a space where I can fully explore my creativity and design pieces that embody this sunny energy.

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You lead your own brands while maintaining a public career. What have been the biggest lessons from becoming an entrepreneur at such a young age?

One of the most important lessons I’ve learned is that growth takes time. It’s about trusting the process and working consistently every day. Creating, succeeding, failing, learning — it’s all part of the journey. Entrepreneurship is unpredictable; even with planning, things can change. What matters most is maintaining the right mindset throughout it all.

What is the creative philosophy behind Jade² and Aura Beauty?

Both brands are rooted in authenticity and personal expression. Jade² is a direct extension of who I am — a space where I can freely explore my creativity and translate my personal style. Aura Beauty comes from a more internal place, connected to self-care, well-being, and the idea of feeling good from the inside out. It’s about creating experiences, not just products. Ultimately, both brands share the same essence: creating something meaningful, truthful, and empowering for others.

What makes a brand truly authentic today?

Authenticity comes from truth. People can sense when something is built with purpose versus when it’s just following a trend. For me, it’s about consistency and having a clear identity.

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Your acting career began with a major television production. How did that experience transform you as an artist?

It was a period of immense growth. Acting pushed me far beyond my comfort zone and introduced me to a new form of expression. It was an intense and transformative learning experience, and I’m incredibly grateful for it.

How has acting influenced your creativity in other areas, such as fashion or storytelling?

Acting has expanded my understanding of creativity in so many ways. It taught me about character building, intention, and narrative — all of which naturally influence how I approach fashion and everything I create. Today, I think much more deeply about the message, the energy, and the story behind each choice. Storytelling has become an essential part of everything I do.

You grew up in the digital age. How have social media shaped your generation’s relationship with identity and style?

I grew up in front of millions of people, which brought me early maturity and a strong awareness of who I am and what I want to express. I learned to navigate exposure, opinions, and constant change while still developing as a person. This made me more intentional about identity and style. Social media has also brought me incredible opportunities, for which I’m very grateful.

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TEAM CREDITS

talent JADE PICON
photographer GUILHERME ECHEVERRIA
stylist MIRIÃ ROCHA SOBRAL
makeup & hair ARTHUR LORDELO
fashion coordinator GABRIEL HEINEMANN
production HEINEMANN PR / IDENTITY HOUSE
editor TIMI LETONJA
interview LEANDRO DA SILVA
special thanks to VIP TURISMO PARIS