Maria Eduarda "Duda" Pinheiro is a successful top model. After being hired to model Covery brand clothes, she meets the Kundera brothers, Alex and Gaspar, owners of the company. Gaspar, a former beatnik, is over 40 but still practices surfing, lives in a beach-side house and raises five children: Elvis (named after Elvis Presley), Ringo (Starr), Jane (Fonda), Olívia (Newton-John) and (John) Lennon, all from different mothers who left them with him. Anastácia "Naná" Passos, Duda's friend and mentor, loves him platonically, and rivalizes with Mariza Borges over him. Alex by contrast is a yuppie. He and their mother Morgana have a love-hate relationship and rivalry with his brother over Morgana's attention and the company. Alex begins to love Duda, however she falls in love with Lucas, a graffiti artist who is on the run from the São Paulo police due to his involvement in a crime there. He is also searching for his real father, and thinks it's either Alex or Gaspar.

Jose Inocencio had innocence only as part of his name, but only those who new him well could notice this. But nobody knew him. He was a storyteller, and he was always the main character in the stories he told. He managed not only to create stories about himself, he managed to create a legend. The story of this powerful cacao farmer; Maria Santa, the beloved wife who died; and their four children is the main theme of 'Renascer'.