Since very young age, Julianna Fraccaro has always been curious about fashion. Today she believes it was for a reason. After the bachelors' degree focused on Business and Marketing, she moved to Spain, to take a master's degree in marketing. After 2 years, when back in Brazil, she decided it was the right time to jump into the fashion industry. She started taking sewing and pattern making classes and her curiosity by that time drove her career change. The main reason, apart from the passion, was because she believed there was a gap in the market, for a minimalistic, urban, versatile and contemporary approach. After 2 years, in 2017, she opened her first own store in Porto Alegre, sucessfuly launching the brand concept to the market.