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21 of January of 2008 | 10:3

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  • Paulo Pedó Filho

Interview: Paulinho talks about the Melissa “trips”

He is the man who knows it all when it comes to new Melissa collections, the novelties planned for the season and the path of the brand in Brazil and abroad. We chatted with Paulo Pedó Filho, or Paulinho, to get to know some more about the new Melissa collection and another year of SPFW. Right from the source. Check it out! :: Why “The trips of Melissa”? (The Melissa trips? Journeys? ?) We wanted to create a collection from a few elements that we felt “were in the air” and had a lot to do with the brand, such as the joyful mood, the classics of the future – which are remakes of old classics -, the new rave colors and the ethnic diversity. Thus, all general wishes of style and behavior that we have transformed to the Melissa looks. :: How did the idea of bringing designer Vivienne Westwood for a partnership come up? Vivienne represents pure content fashion, which involves being a curator and goes beyond clothing and accessories. That’s Melissa. It’s been a year and a half since we first got in contact with her and her people and six months ago we closed a two years contract deal for the creation of five products. We are investing a lot on brand expansion outside of Brazil, especially in Asia, and the partnership with Vivienne will also help the growth in China, for example, where she is highly regarded. :: And what other cool partnerships are going to happen? We have a partnership with Persian architect Zaha Hadid, that is going to be launched in June. She has created two products, exclusively for Melissa. :: When will the new Melissa collection be in stores? March, in Brazil, and July, abroad. :: Is Melissa more present abroad? Yes, we had a 200% plus growth in exportation last year. But, the best thing is that the brand is in the cooler stores, such as Colette, in Paris, which is a fashion irradiator. Japan keeps being Melissa’s major external market, and now we want to get in the Asian countries we haven’t been able to be in yet. :: How about the new campaign, how’s it going to be? We’ll have ads in magazines and lots of new stuff on the internet. We’ve been working with a new ad agency in Brazil, Casa Darwin, and with two international design studios, Japanese Mi-Zo and TBWA, in London. The campaign created by them is a “Melissa” interpretation of the classics of the future. A mix of Cirque du Soleil and Mad Max.
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21 of January of 2008 | 10:2

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  • Melissa Happy
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  • Melissa Vinyl
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  • Melissa Tribe
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  • Melissa Hello

Retro-modern winter

The new Melissa winter collection is, literally, a trip. Flaked and shiny models blending to represent the retro and modern mix, with details such as laces and buckles that reinforce the brand¹s amusing and feminine touch. And how about the colors? They are more diverse and different than ever. And, since seeing is believing, check out the pictures of the models created exclusively by the brand (so you can start flirting with yours). Oh, they are: Happy, Vinyl, Positive, Tribe and Hello.
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21 of January of 2008 | 10:1

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The Alices of our attic

Can you wish for a more classic, and at the same time, modern character to talk about creative trips and discovers than Alice (the one from wonderland)? You can’t. That’s why the House of Palomino people, responsible for the lounge conception built by architect Marcelo Rosenbaum for Melissa, have ordered uniforms “a la Alice” for the look of the hostesses who were welcoming the lounge guests during the six days of the event. So, the girls’ outfits were a hit, and there were many people willing to know where that idea had come from. Erika Palomino, from the House, was the one who had the insight and the execution was a work of fashion designer Bruna Aguero.
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21 of January of 2008 | 9:55

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  • O cenário do desfile de inverno 2008 da Cavalera
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And the Cavalera fashion show took place…

At the Tietê river! Sao Paulo dawned with lots of rain, but not even that was a problem for the brand, that was already taking the possibility of rain in consideration while organizing the presentation. The men¹s and women¹s fashion shows by Marcelo Sommer took place at a part of the river close to a bridge, so that nobody would get wet. The models were walking over the edge, while the crowd was in the Instituto Navega Sao Paulo (Navigate Sao Paulo Institute) boat, the only one allowed to navigate the Tietê river. According to what Sommer has stated, the show was inspired in Chernobyl, and there was no soundtrack that would match this manifest moment perfectly. "We used a siren to mark the beginning and the end of the show, the same siren that is used when there's an e"nvironmental accident". Fashion enthusiasts, once frightened with the possibility of getting a contamination and bothered by the bad smell, say that the show worked wonderfully - and it was really dramatic, in mise-en-scène and also because of the wide shaped streetwear, exactly like Cavalera wanted.
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20 of January of 2008 | 10:15

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  • A balada estranha dos fashionistas neste domingo é ver desfile no Tietê

Overview: Sunday, a bizarre day

Well, any Sunday will have that weird spare time sensation and a certain “I don’t know what to do” thing. Today though, fashion people do have a lot to do, but the day is kind of bizarre anyway. It rains in Sao Paulo and the first program for fashion enthusiasts is to come down to the Cavalera fashion show, that will take place at… the Tietê river! The brand says that this is a way of calling everyone’s attention to one the major problems of the city, which is the pollution. The few guests (there was not a lot of room in the “boat”, one will imagine) were given masks and plastic cloths. We will bring more from the Tietê party at a later time. From a different experience such as this one, the fashion bunch get to the Bienal, where fashion shows of Carlota Joakina, Wilson Ranieri, Erika Ikezili, Neon, Samuel Cirnansck and Ellus take place. Ellus, which presents at the same time its own collection and Ellus’ 2nd Floor’s, the brand’s line for the young, designed by Rita Wainer, was another one opting on a different kind of fashion show. Here’s the script. Ellus 2nd Floor’s collection begins with the arrive of a train, from where the models will jump off, directly to the catwalk. The train will come from Barra Funda station and will arrive at the Júlio Prestes Station of the Companhia Paulista de Trens Metropolitanos (Paulista Metropolitan Trains Company), where the show takes place. After 2nd Floor’s fashion show, comes the Ellus fashion show, created by Adriana Bozon, fashion designer and Nelson Alvarenga’s wife. Oh, and Ellus will have socialite Alice Dellal as the brand’s advertising star, besides parading exclusively today. Without a doubt, not a regular day!
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