Misci parade, designer Airon Martins’ brand, is featured in SPFW edition 54
The “Jerimum” collection by Misci, brand by stylist Airon Martins, had Sala São Paulo at the Julio Prestes Cultural Center on the 17th of November as its catwalk. The use of Brazilian petroleum abroad is the concept and the idea is to rescue this material and the creative minds of our country. Emphasizing earthy and blue tones, pieces in leather, jeans and silk were presented. The brand’s models, such as Giovanna Ewbank and Enzo Celulari, walked the runway with a gas-gallon bag, transparency and prints.
Exhaling Brazilianness (not only in aesthetics), in the center of the room where the models paraded, there was a cellist accompanying the tecnobrega music that echoed from the speakers.
https://fashionlabelbrasil.com/wp-content/uploads/2022/11/Post-MISCI-SPFW-01-1.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2022-11-24 15:45:292022-11-24 15:53:40Misci in São Paulo Fashion Week
54th edition of the festival will have a parade of 6 brands associated with ABEST on November 17th, 18th and 19th
The biggest and most awaited fashion event in Brazil takes place from the 16th to the 20th of November. The 54th edition of São Paulo Fashion Week presents a record of in-person fashion shows, this time there will be 50 shows. Among them, six associated ABEST brands: Misci, Lilly Sarti, DEPEDRO, Neriage, Lenny Niemeyer and Triya.
The festival brings – in addition to the iconic parades – attractions such as interactive installations, pocket shows, scenography content, exhibitions and much more. Curated by Carollina Laureano, Komplexo Tempo’s street will be transformed into an open-air gallery due to the collectives of artists who will perform there. In addition to these novelties, another unprecedented fact is that for the first time in the history of the event, SPFW opens ticket sales to the public.
The opening parade of the second day of the event on Thursday (17) is by Misci at 10:30 am, the next one is by Lilly Sarti at 12:30 pm. Later, the last ABEST associate to parade is the DEPEDRO brand at 4pm.
The next day (18), Triya parades at 12pm and on Saturday (19) Neriage will be on the catwalk at 12:30. Closing the parades on the same day, Lenny Niemeyer performs at 9:30 pm.
A new space created at Shopping Iguatemi (Av. Brg. Faria Lima, 2232 – Jardim Paulistano) will bring together a fashion show room and the entire online broadcast of the event, with a studio area dedicated to content production. The other hub will be at Komplexo Tempo (511 Henry Ford Avenue), which will now have two showrooms, exhibitions, lounges and a large press room.
https://fashionlabelbrasil.com/wp-content/uploads/2022/10/capa-spfw.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2022-10-28 12:15:262022-11-01 11:57:10ABEST ASSOCIATED BRANDS AT SÃO PAULO FASHION WEEK
Fashion Label Brasil associates sign the Home line
“Home is another category that many might not know exists, however several designers have transcended from the catwalk to the couch with collections of furniture, decor, wallpaper and more”, Forbes.
“Today, decorative design is everywhere, not least on Instagram where everyone from successful entrepreneurs to digital influencers can’t seem to stop posting images of trendy hotels, dinner tables and flower arrangements. The opportunity has certainly not been lost on fashion and luxury brands who are actively tapping the luxury end of a furniture and homeware market”, Business of Fashion.
Água de Coco is a beachwear brand that represents Brazilianness in the foreground, the art and national culture’s wealth.
“Always have a part of the beach in your home décor.
Are you in love with the freedom that the beach inspires and do you feel that your home can be even more full of light and joy with this feeling that the sands and the sea convey?
Água de Coco is also passionate about this unique and attractive atmosphere, that is why we bring inspirations from the bottom of the sea in items to prepare, serve, and decorate different corners of your home, with multiple possibilities of combinations and arrangements filled with originality.
You will be delighted by our line of home items that transform environments, making them even more charming.”
Samuray Martins promoted the Akra Project, an initiative to benefit national crafts and the slow fabric sustainability market.
“The results are handbags and homewear items created by Samuray in partnership with craftsmen and produced in the communities that are a part of the Akra Project, aiming to foster a network of socioeconomic improvement, generating income, jobs, and education for the regions that the initiative is serving.”
Amanda Medrado creates handcrafted accessories using natural resources and sustainable raw materials from the Northeast region of Brazil.
“Regionalism and good stories are the essence of our collections. The fun, creative, and conscientious design expresses our “sophisticated” style and our passion for art and innovation.”
Camila Vieira
Camila Vieira translates the connection and beauty of crystals and their energy sources into unique decoration accessories.
“Nature as a source of inspiration with your soul.
They are more than just decorative items, they are unique products, with an essence that respects shape, color, and sensation…
They are small details cut to keep their unique shape intact, making them unique and beautiful.”
The brand from the state of Ceará, Catarina Mina, expresses its sustainable and artisanal essence in the manifesto “Casa Corpo Vivo”, a collection of lamps for the home that carry the culture of the northeast region, and in the line “Olê de Casa”:
“’Ô de casa’
‘Ô de fora’
We greet each other like this, with our neighbor, with our friends, with our relatives. “Olê de Casa” is a name that evokes this: the opening of the doors to host.
Coasters and placemats made with all the heritage and richness of the bobbin lace to put beauty on the table, in the living room, at home.
“We are reusing, recycling, reinventing from the leftover materials that already exist in our collection. The upcycled fabrics gained new life in the form of pajamas, masks, placemats, aprons, and others to come.”
The brand’s prints and the look and décor experience of the company Bossanova created a collab of mini capsule collections throughout the year, on commemorative dates.
“Starting from mutual admiration, the two brands come together for the first time in order to develop a collection of pieces to decorate the table. Isolda’s unmistakable hand-painted prints gain a new refined look through Bossanova, which brings years of experience decorating the most exclusive parties and events in São Paulo.”
“A dream suite in a royal palace. It is not just for sleeping, it’s for dreaming of a world full of love and art.”
The collection features Renaissance knit and lace pillows, bedspreads, domes for lamps, the entire line of pure steel and gold-plated Mandacaru flower, lacy cups, and goblets as well as the top table line.
“Misci introduced a new concept that includes clothing and furniture in the same creative process, starting from the experience and discoveries of Airon’s own path.”
The Misci brand expresses the miscegenation of aesthetic elements in the design of clothing, accessories, and furniture.
“Misci proposes a different time for the launch of products that transcends the traditional calendar of the fashion industry, respecting the designer’s creation cycle, the production chain, and also the consumers, used to the speed of trends and consumption.”
“Paola Vilas represented the unfolding of the conceptual universe and the brand’s visual language in furniture items: “sculptural pieces that celebrate the feminine, promote portals to a world without limits between imagination and matter, and present a contrasting dialogue between materials such as brass, iron, and the Brazilian rocks.”
“Giving life to furniture, subverting the way we perceive our surroundings. Take us out of the monotony of daily experience, subverting the way we perceive our surroundings and transporting us to a universe where everything is possible.”
Ryzí Translated the brand’s identity into the first Ryzí Home collection, a line of 3D candlesticks.
“We started with handbags, but the idea is to be in all the areas of design, from architecture to clothing. As creative director, having this freedom to create is very magical”, Luiza Mallmann.
SERPUI signs a collection of accessories for decorating and creates a complete experience, SERPUI HOUSE: placemats and napkin holders.
“Creating a complete experience has always been in SERPUI’s plans. When someone buys one of our handbags, they are buying more than a fun and unique item or a leisurely moment during the summer. They are buying an experience. With that same mindset, designer Serpui Marie launched SERPUI HOUSE, a collection of table accessories that will bring the SERPUI aesthetic to your home.”
https://fashionlabelbrasil.com/wp-content/uploads/2022/01/SERPUI-1.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2022-01-12 15:44:102022-02-17 16:09:56Fashion brands and Home line
“With the acceleration of e-commerce, what will be the future of physical stores?” Think with Google.
In the article “Physical stores and the (re)connection of people and spaces”, we talk about the role of the physical store as a fundamental element for increasing online sales. Studies carried out by some brands clearly show that omnichannel strategies should become part of the strategy and that there is a direct relationship between the increase in online sales in the same region as the physical store.
“Physical stores will not disappear, but they will be transformed. In this context, the future of online stores is directly related to omnichannel (…) Omnichannel retailers will take the lead. Being omnichannel is no longer a differentiator, it is essential”, Think with Google.
The key is having omnichannel or phygital perspectives. Phygital is a new term that has been used to indicate the integration of physical and online experiences. The best medium takes the consumer’s needs into account.
Isabela Capeto + Melissa Exhibition and Experience
The Melissa Gallery at Oscar Freire Street in São Paulo has a new installation that explores the collab between the brand and the stylist Isabela Capeto and her daughter, Chica Capeto.
“To launch this collab, inspired by the PANCs, Studio Vingú proposes an installation/garden overflowing with sinuous shapes and volumes, from the atrium to the interior of the Gallery. Flowers and zodiac signs float over the exhibition space, creating a floral and luminous atmosphere. A green lounge was also placed in the installation, creating an area to experiment the products. The goal is to bring an urban touch, showing that nature and colors always persevere, even in unpredictable scenarios”, Finíssimo platform.
The installation presents elements that were inspired by PANCs (Non-Conventional Food Plants) and by Brazilian flora in general.
“Specialists and research institutes point out that the trend for physical stores is now to change concepts and become a space for experiences, a showroom to attract customers. In fact, before the pandemic, Melissa was already making investments to transform its physical stores into a provider of omnichannel experiences, connected to other mediums, including digital”, Fíníssimo.
Reversal of paths: digital brands invest in physical retail
This is a recurring theme in current days. The content platform FFW carried out research to understand how the market was behaving and interviewed brands that recently presented new addresses.
A study made by the National Confederation of Commerce of Goods, Services and Tourism (CNC) revealed that 75.2 thousand stores had closed their doors in Brazil in 2020.
Even though everything indicates the future of retail in e-commerce, the fashion market witnesses an opposite path: digital brands invested in opening new physical stores and flagships.
Why to invest in a physical store in current times?
“I think the physical store delivers an experience of immersion in the brand’s universe, which complements the online experience”, says Ana Luísa Fernandes, from Aluf.
“The creation of a new store represents the beginning of a new phase, in which we seek to expand our audience’s contact with the collective imagination of our universe. It is the beginning of the slow and hopeful walk back to physical spaces. After a period of introspection, new relationships with the environment are born”, says Marcella Franklin, from Haight.
“Although digital commerce has shown exponential growth in virtually all segments during this period, we believe that this resumption of commerce is now an opportune time for brands to explore what they really are, along with their values, their purposes, and their essence, through purchasing experiences, personalized service, a differentiated environment, connecting with your customers in every way. There is nothing more suitable for this dynamic of experimentation and engagement than a physical store”, says Gustavo Belloc, from Deus Ex Machina.
Therefore, the physical space is seen as an experience for the new way of consuming.
Is there a new role for physical stores at this point?
“The physical space allows for other layers of dialogue, bringing Haight closer to those who speak to the brand, while we understand the new dynamic of reopening the world together”, Marcella Franklin, from Haight.
“It is not a store, it is an experience”, says Airon Martin, from Misci.
“More than ever, we are talking about experience stores, which is much more than just another physical store”, Ana Luísa Fernandes, from Aluf.
#LojasFísicas #Pandemia #Covid-19 #LojasFísicasPósPandemia #Varejo #VarejoFísico #Omnichannel #Melissa #Isabela Capeto #Chica Capeto #Think with Google #Haight #Misci #Aluf #Deus Ex Machina #FFW #Finíssimo
https://fashionlabelbrasil.com/wp-content/uploads/2021/12/Capa-2.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2021-12-21 13:33:202021-12-21 13:37:10THE AGE OF EXPERIENCE: what consumers look for in physical stores
Three FLB brands participated in the SPFW 52nd Edition
São Paulo Fashion Week presented the 52nd edition in a hybrid format, 27 in-person shows and 24 fashion films, from November 16th to the 21st.
The event at the Brazilian Cultures Pavillion, at the Ibirapuera Park, promoted ABEST member brands: Ronaldo Fraga, Modem, Lilly Sarti, Misci, Neriage, Depedro; the Lenny Niemeyer brand presented Lenny Niemeyer 30 years old at Caminho Niemeyer, in Rio de Janeiro; and associate Manolita developed four new models for the Aluf brand fashion show.
Misci
“I SAW YOU AT FUXICO LANCHES. It was another world inside. There were people from all over the country. The same shapes, the same colors. There was even a gringo speaking Portuguese and dancing forró after two and a half Heinekens.”
Misci presented the 22 FUXICO LANCHES winter collection at the brand’s first physical fashion show.
“We have seasoned mayonnaise
A dive into a pictorial context and setting that is part of the Brazilian’s daily life, the lanchonetes.
These highly subdued spaces bring together the most diverse types – families, neighbors, and friends, that drunk person from the neighborhood…the list goes on. All of it in one space. These environments also give room to an atmosphere of sensuality and romance that is impacted by music and perfumes from the many people who pass by.
Each with its own personality, each with its unique spice.”
On Vogue’s website
“Misci, one of the great revelations of the national fashion scene and featured in the SPFW.”
“Misci, led my Airon Martin, is refreshing for the national fashion scene and held its first physical fashion show today. A die-hard fan of Brazil and all of its cultural nuances, he presented jacquards with cotton fringes, matelassé with the brand’s embossed logo and tailoring that was cut with the greatest precision and quality possible – all to the sound of Calcinha Preta and Bonde do Forró; Inspired by cafeterias in the countryside, such as those in Sinop, a city in the State of Mato Grosso, right on the edge of the BR-163 interstate highway where he was born, he once again used only local fabrics.”
On Glamour’s website
“With Sasha Meneghel opening and closing the show, Airon Martin’s brand took São Paulo Fashion Week to the bars and cafeterias by presenting a full collection of tailored sets and dresses that varied in length between midi and (very!) short pieces. It is worth highlighting two typically Brazilian fabrics that stood out in the collection: the patchwork and the fuxico.”
“Even if for many people the fashion world is restricted to a place of refinement that is far from everyday reality, for Misci, a cafeteria, or perhaps a bar, is the perfect space to dialogue with fashion. [..] A captivating presentation, with plastic chairs, a pool table, and a wall filled with beers, all of it in LED.”
On the SPFW’s website
“Misci, a design brand by Airon Martin, dives into the universe of cafeterias and bars in Brazil, and in its atmosphere of sensuality and romance, in order to launch the Fuxico Lanches collection.
Despite the theme, the soundtrack with classics of popular romantic music, and the backdrop with stacked plastic chairs, the clothes display clean shapes and geometric, architectural details.”
Depedro
The fashion film for the debut of the Depedro brand at the São Paulo Fashion Week represented the colorful and multicultural essence of the Northeast region of Brazil, through the INCELENÇA theme.
“Mysteries of life and death, sung by rural women, aligned with the meaning of the sun, courage, and endurance.”
“Incelença is the result of work that involved many hands, looks, and presences. The collection was born with the purposes of multiplying the example and stories of women who inspire us. To bring the project to life, we called on a team of professionals who dove in headfirst and turned life and death into poetry.”
On Vogue’s website
“Marcus grew up watching his grandmother Francisca cultivate cotton, weave the yarn, and hand sew and embroider pieces at home. Later on, as an adult, he realized that many of the works he had followed during childhood were disappearing. “Four years ago, these techniques were only applied to bed, table, and bath products. As the added value was low, the artisans stopped executing and passing this knowledge on to the next generations.”
“So, he decided to create some pieces of clothing that incorporated these traditions. Demand was greater than he expected and, since then, he has remained firm with the purpose of training dressmakers and making a brand with social impact. Today, the label employs a network of 250 artisans spread across five cities in the northeastern sertão region.”
On the SPFW’s website
“On the eve of participating in the SPFW’s N52 edition, Marcus Figueirêdo, Depedro’s creative director, said in an interview that he was about to fulfill his greatest dream, ‘to bring art and fashion from Seridó, the sertão, and the state of Rio Grande do Norte, to the runways of the world.’ Incelença, a film that celebrates the strength of female artisans.
Items from the men’s wardrobe are bathed in religiosity, with prints of icons such as Nossa Senhora Aparecida and Jesus’ Heart. Crochet and precious lace from the region transform basics into luxury items. To the sound of violin and fiddle, a voice sings: “the hand that sews and heals, is the hand that brings the bread. In the other hand, prays the rosary, asking for protection.”
Lenny Niemeyer
Lenny Niemeyer presented a collection that revisits all of her creative production, with a futuristic look, to celebrate the brand’s 30 years.
“Our creative process regarding the prints was born out of an experimental shooting, where models dressed up in runway looks from my 30-year trajectory danced and were portrayed using light, shadow, and effects,” Lenny Niemeyer.
On Vogue’s website
“After five days of fashion shows in São Paulo, the N52 edition of the SPFW ends this Sunday, in the state of Rio, with the celebration of Lenny Niemeyer’s 30-year career at Caminho Niemeyer, in the city of Niterói. Seeking to take on a refreshing look at its history, the creative process was based on delving into archives and first producing an experimental shooting with the favorite pieces.”
On Glamour’s website
“Officially closing the SPFW N52 was Lenny Niemeyer, who celebrated 20 years as a brand in an emotional presentation at Caminho Niemeyer, in the city of Niterói. Alongside stylist Daniel Ueda, the label brought a beachwear style with classic characteristics of the brand, which now looks at its history in futuristic pieces and prints.”
On the SPFW’s website
Line-up SPFW N52:
11/16 3pm P. Andrade – Pinacoteca
11/17 3:30pm Cria Costura Project – In-person 4pm Marisa + Mama Di African Colab – Digital 4:30pm Ronaldo Fraga – Digital 5pm À La Garçonne – Digital 5:30pm Torinno – In-person 6:30pm Anacê – Digital 7pm Mnisis – Digital 7:30pm SPFW N´GAME – In-person 8:30pm Aluf – Digital 9pm Modem – Digital 9:05pm Lilly Sarti – In-person
11/18 3pm Sankofa: Ateliê Mão de Mãe – In-person 3pm Sankofa: Meninos Rei – In-person 4pm Ronaldo Silvestre – Digital 4:30pm João Pimenta – In-person 5:15pm Rocio Canvas – Digital 6pm Weider Silveiro – In-person 6:45pm Von Trapp – Digital 7:15pm Bold Strap – Digital 7:45pm Walério Araujo – In-person 8:30pm ÀLG – Digital 9pm Ellus – Digital
11/19 10am Ponto Firme – Escola Ateliê Estudio Ponto Firme 12pm Fernanda Yamamoto – Centro Cultural São Paulo 3pm Sankofa – Santa Resistência – In-person 3pm Sankofa – Naya Violeta – In-person 4pm ÃO – Digital 4:30pm LED – Digital 5pm Misci – In-person 6pm Gloria Coelho – Digital 6:30pm Neriage – In-person 7:15pm Martins – Digital 7:45pm Igor Dadona – Digital 8:15pm Handred – In-person 9pm Irrita – Digital 9:30pm Lino Villaventura – In-person
11/20 11am Esfér – The Force 12pm Baska – Casa Panamericana 3pm Sankofa: Az Marias – In-person 3pm Sankofa: Mile Lab – In-person 3pm Sankofa: Silvério – In-person 4pm Corcel – Digital 4:30pm Fauve – Digital 5pm Angela Brito – In-person 6pm Lucas Leão – Digital 6:30pm Depedro – Digital 7:30pm Apartamento 03 – In-person 8:15pm Bispo dos Anjos – Digital 9pm Renata Buzzo – Digital 9:30pm Isaac Silva – In-person
https://fashionlabelbrasil.com/wp-content/uploads/2021/12/Lenny-Niemeyer-destaque.jpg7001000abehttps://fashionlabelbrasil.com/wp-content/uploads/2020/11/flb-logo.pngabe2021-12-07 19:58:212021-12-07 23:18:50Fashion Label Brasil Associates at the São Paulo Fashion Week N52
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