Paula Amorim (Porto, 53 years old) is part of the fifth generation of businessmen in Portugal. The president and main shareholder of Galp, she surprised many when, in 2019, she decided to explore a new avenue by opening her own clothing brand, Paula.

Since 2005, she has operated Fashion Clinic (a chain of luxury multi-brand stores) and controls the Gucci franchise in her country. Her heritage and her taste for fashion have led many media to call her the Portuguese Marta Ortega. She likes the comparison. “It would be great if in 20 years the world sees me as the new OrteGA, but as the founder of the luxury lifestyle in Portugal, she says. 'How to dress like a Portuguese girl' is a viral that has triumphed in recent months on TikTok. Designer Ricardo Preto proposes combinations of saturated colors, textures, and artisanal details for the spring-summer season. 'In Portugal there are many workshops,' Amorim reflects, 'but unlike Spain, there are no brands. Here you have a much greater power of visibility due to the brands. We stayed with the industry, but the creative part has been left behind. It has never been a goal, and Portuguese businessmen focused only on production, not so much on developing brands.'