This study aims to understand how fashion brands use the Carioca (Rio de Janeiro native s nickname) pride in their Marketing positioning. For this, eight qualitative interviews were conducted with executives who work for major local fashion brands. The survey identified an intuitive trend leading to the consolidation of a brand identity related to the Carioca pride, reflected in the positioning. The desire for internationalization and an increase in visibility at national level was also noticed in the interviews. However, the study indicates a tendency of the brands to seek to disassociate themselves from the most common Carioca stereotypes, and focus on attach peculiar Carioca attributes to their identities.