Rita Montezuma is a Who What Wear editor in residence. She’s a Portuguese influencer, creative director, and stylist with nearly a million followers across platforms. She’s well known in her hometown of Lisbon and around the world for her colorful style and impeccable taste. She’s also the co-founder of Ímpar, a pop-up market.
Living in Lisbon has shaped my personal style in ways both obvious and subtle. The obvious part is the visual aspect of Lisbon itself: the light, the color, the weather. The faded pastel façades, the hand-painted “azulejo” tiles, the tiled sidewalks, the terracotta rooftops—everything feels layered and expressive. Even the geography of the city, constantly moving up and down its hills, also inspires me to be more dynamic and playful with my style.
But beyond aesthetics, there’s an energy shift happening in Lisbon that has been incredibly inspiring. The city feels younger than ever. So many creative, ambitious people, including a wave of expats, have chosen Lisbon as their home. That has brought a new vibrancy to the cultural scene: exciting restaurants, more music events, art spaces, pop-ups, and collaborations. There’s a sense that things are constantly happening. That momentum pushes me to evolve, to experiment, and to not get too comfortable.
And then there are the women in my life: my mother, my sisters, my friends. They are my foundation. They’ve always encouraged me to take risks, to trust my eye, and to express myself fully. Watching the way they dress, the way they carry themselves, and the way they interpret femininity has deeply influenced me. Style, for me, is not just about clothes, it’s about confidence and identity. And I’ve been incredibly lucky to grow up surrounded by women who embody both.
Rita Montezuma’s 7 Favorite Portuguese Fashion Brands
1. Béhen
Béhen is one of the most unique and emotionally resonant Portuguese brands for me. Joana, the designer, has an extraordinary talent for translating Portuguese craftsmanship into contemporary pieces that still feel deeply rooted in tradition.
Her aesthetic is unmistakable. You can see Portugal in every design. There’s a strong sense of identity, integrity, and purpose behind the brand. She works closely with artisans, preserving traditional Portuguese techniques while also remaining mindful of environmental impact.
Yes, the pieces sit at a higher price point compared to some of the other brands I’m mentioning, but when you look at the level of craftsmanship involved, they truly feel like collectible works of art. For me, they’re absolutely worth it.
On Montezuma: Behen jacket
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