neo spirit e n g l i s h c o nte nt
Helena Rizzo por Eudes Santana
neo spirit
37 2014
# AMOMODAAMOBRASIL
UMA EXPERIÊNCIA ÚNICA. Moda Masculina EMPORIO ARMANI SERGIO K. BURBERRY HUGO BOSS ERMENEGILDO ZEGNA OSKLEN
Tecnologia e Presentes A2YOU FRATTINA MONTBLANC SPICY LIVRARIA CULTURA EXPAND
Calçados, Bolsas e Acessórios GUCCI THE NORTH FACE BOTTEGA VENETA SALVATORE FERRAGAMO TOD´S PRADA
E MAIS 300 LOJAS. IGUATEMISP.COM.BR
É uma delĂcia sentir o poder revitalizante da Vinoterapia Nativa SPA. Mas melhor ainda ĂŠ sentir sua pele linda.
www.boticario.com.br/sensacoesnativaspa
20
Juan Francisco Casas
26
36
Against the flow
Fashion Jeaneration
32
Blue jeans
52
58
Fashion’s new game
Ornamental Conifer
SUMMARY 106 60
94
104
100
Creative chaos
High fashion meets streetwear
Kevin Francis Gray
Carnivorous flower
Kanye West +Vanessa Beecroft +Maison Martin MargIela
114
Bling days
120
Karol Conkรก
132
128
Fashion Take a walk on the wild side
Gia Coppola
168
Fashion Body in Motion
124
I think OSGEMEOS
178
Red Beauty
NEO SPIRIT 188
Conversation Nicola Formichetti
122
Lykke Li
196
Conversation Graeme McMillan
184
Conversation Karen Fuke
200
Talk Adriana Bozon
192
Conversation Brendon Babenzien
Adriano Damas
Bruno Rezende
CĂĄssia Tabatini
Artist, he worked as a graphic designer before launching himself as a photographer three years ago. From Londrina, ParanĂĄ, he wants “to create images that bring something extra to the fashion industryâ€?. He enjoys movies and is obsessed with QRYHOW\ 0DWHULDO GUHDP Âł7R KDYH D SHUVRQDO FKHI´ -HDQV WR UHPHPEHU D SDLU IURP 'LHVHO ERXJKW LQ Rome, at 17. “I wore it even after it was torn.â€?
Digital retouch, he is from Jandira, SĂŁo Paulo. About his profession, he loves “to see the before and after of each workâ€?. In his free time, he sleeps and goes to the movies. He doesn’t live without God and dreams of seeing the world. The project he’s the proudest of is the campaign for Hope with Gisele BĂźndchen. He says he doesn’t remember KLV ÂżUVW SDLU RI MHDQV Âł,ÂśG KDYH WR DVN P\ PRP´
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7KH QHZFRPHU LV WLUHG RI XQIXO¿OOHG SURPLVHV DQG FDQœW GR ZLWKRXW VXQJODVVHV DQG FR̆HH From Monte Alto, São Paulo, she has degrees on graphic design and photography, and also works with art direction and scenography. 5HFHQWO\ ¿QLVKHG SURMHFW )257 0$*$=,1( IRFXVHG RQ PDOH SRUWUDLWV )LUVW MHDQV ³, ZDV it was a Wrangler. I wore it until I outgrew it�.
Chialin Chiang
Cris Biato
Daniel Ueda
For her, the coolest thing about being a stylist is being able to “translate personalities into imagesâ€?. From SĂŁo Paulo, she was brought up in San Francisco, California. Empty complaints and bad mood bother her. She wishes to have an eco-house and to make documentaries. The pair of denim that stuck ZLWK KHU ZDV IURP )RUXP Âł, ZRXOG UDUHO\ ZDVK LW and I felt closer to SĂŁo Paulo whenever I wore itâ€?.
She is a social educator and a makeup artist from Londrina, ParanĂĄ. Her professional goal is to expand her knowledge in beauty. Faith is ZKDW PRYHV KHU 0DWHULDO GUHDP WUDYHOOLQJ WR Japan with her husband and “having a lot of PRQH\ LQ KHU SRFNHW´ 8QIRUJHWWDEOH MHDQV Âł$ jacket from Ellus that I bought in 1994. I wore it in every possible occasionâ€?.
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The stylist from Bauru, SĂŁo Paulo, says he likes every part of his work and everything that LQYROYHV KLV SURIHVVLRQ Âł, ORYH IDVKLRQ´ ,Q KLV free time, he stays at home “doing nothingâ€?. He doesn’t live without his family and has had LW ZLWK %UD]LOLDQ SROLWLFV +LV ÂżUVW H[SHULHQFH with jeans was at 10. “It was from Zoomp. I’d QHYHU WDNH WKHP R̆´
Eudes de Santana
Gabriel Marchi
Gi Macedo
3KRWRJUDSKHU JUDSKLF GHVLJQHU DQG ÂżOmmaker, he lives between SĂŁo Paulo, Berlin, and London. He likes to travel and get togeWKHU ZLWK IULHQGV 3URMHFW Âł/HWWLQJ P\ SURIHVsion take me to unexpected and interesting places and peopleâ€?. As a child, he remembers “having superpowers at school’s gatheringsâ€? whenever he wore his white Levi’s.
The journalist from SĂŁo Paulo tells what pleases KLP PRVW DERXW WKH SURIHVVLRQ Âł7KH SRVVLELOLW\ to stimulate debates and be a transformation agentâ€?. In his free time, he listens to a lot of music. He can’t live without friends and wants to write a book. Up to age 12, he didn’t wear jeans. “I hated them. Then I saw The Strokes on TV ZHDULQJ VNLQQ\ MHDQV DQG , ERXJKW P\ ÂżUVW SDLU´
The stylist from SĂŁo Paulo is also a newcomer. 6KH VWXGLHG IDVKLRQ ZDV D ÂżOP LQWHUQ LQ *HUmany, and worked with art direction. In her free time, she travels with her boyfriend. She ZDQWV WR PDNH D IHDWXUH ÂżOP DQG FDQÂśW VWDQG K\SRFULV\ 0DWHULDO GUHDP D EHDFK KRXVH 7KH jeans that stuck with her were a high-waist pair from US TOP. “I thought I was the bombâ€?.
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Hick Duarte
Jorge Grimberg
Lau Neves
From Uberlândia, Minas Gerais, this photographer and journalism student can’t do without his camera and caps. He says the cool thing about KLV SURIHVVLRQ LV WUDYHOOLQJ DQG PHHWLQJ GL̆HUHQW people. He wants to document youth culture from places like Tokyo and Dubai and is tired of online OLIH RFFXS\LQJ RI KLV GD\ +LV ÂżUVW MHDQV ZHUH a Christmas’ gift “at a family lunch in the countryâ€?.
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He is a writer, consultant, and researcher. From 6mR 3DXOR KH OLYHV EHWZHHQ 6mR 3DXOR DQG 1HZ York. He can no longer stand people complain DERXW %UD]LO ³*HW D MRE ´ +H LV QHYHU ZLWKRXW a plane ticket and wants to spend one month in the Mediterranean islands. At 11, he begged his PRP WR EX\ D SDLU RI MHDQV IURP 0 2̇FHU ³,W ZDV D VHPL EDJ , WKRXJKW , ZDV VR FRRO ´
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For him, what’s cool about being a makeup and hair artist is executing the ideas that spring from his head. Born in Bonito, Mato Grosso do Sul, he wants to apply his professional experience to develop volunteer work. He spends his free time listening to vinyl with friends. His jeans to UHPHPEHU ZDV D VWRQHZDVKHG SDLU IURP =RRPS ³, ORYHG WKHP VR PXFK , QHYHU WRRN WKHP R̆´
Marcela Duarte
Marcio Simnch
Michael Vendola
Born in Porto Alegre, she is a journalist with a plan to work abroad. Between the delights RI KHU PpWLHU VKH HQMR\V PHHWLQJ GL̆HUHQW people and getting to know a little about their lives. Drink in hand, she wants to have money WR OLYH HDFK \HDU LQ D GL̆HUHQW SODFH 7KH MHDQV WKDW VWXFN ZLWK KHU ZDV XVHG LQ WKH ¿IWK JUDGH IURP -LQJOHUV ³, WKRXJKW , ZDV WKH EHVW ´
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He is from Giruå, Rio Grande do Sul. Photographer, he says that the most interesting thing about his profession is diversity. He has several projects to accomplish, is sick of smoking, and needs peace to live. When he is not working, he catches up on sleep, and can’t UHPHPEHU D VLQJOH H[SHULHQFH ZLWK MHDQV ³, don’t pay too much attention to that�.
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The stylist is from Colorado, USA. He currently OLYHV LQ 1< :KHQ KH LV IUHH KH SDFNV KLV EDJ DQG WUDYHOV 3URIHVVLRQDO SURMHFW EXLOG D FROOHFWLRQ with articles from Yes, Brazil, brand from the 1990â&#x20AC;&#x2122;s. He loves sparkling water and wants a pair of slide sandals from Raf Simons SS15. As a child, he had a pair of jeans allovers from GAP .LGV Âł,ÂśG OLNH WR KDYH WKHP WRGD\ RQ P\ VL]H´
Silvio Giorgio
Tavinho Costa
Thiago Ferraz
From Manacapuru, Amazonas, he is a makeup artist and wants to launch a book about beauty. He canâ&#x20AC;&#x2122;t do without his iPhone and is tired of Brazilian politics. In his free time, he likes to dine with friends and go to the gym. Back in his adolescence, he dreamed of owning a pair of jeans from )RUXP Âł, FRQYLQFHG P\ GDG WR EX\ PH D SDLU ,W took a while, but I did it. I wore it every weekendâ&#x20AC;?.
He is always in pursuit of a dream and the greatest of them all is travelling on the Trans-Siberian. Born in FlorianĂłpolis, Santa Catarina, the photographer rather focuses on regular people. In his free time, he goes to the movies and travels. As a teen, he liked to skate and madly wanted pants from Vision Street Wear. â&#x20AC;&#x153;I won a pair and wore until it wore outâ&#x20AC;?.
The stylist says that what he enjoys most about his profession is collaborating with people he DGPLUHV )URP 6mR 3DXOR KH GUHDPV RI ÂżQGLQJ â&#x20AC;&#x153;a place outside SPâ&#x20AC;? to live. He is addicted to apps and, in his free time, likes to hang out ZLWK IULHQGV ÂłGRLQJ ZKDWHYHU´ +LV ÂżUVW MHDQV ZHUH D Âł, KDG WR FXVWRPL]H WKHP IRU D party at schoolâ&#x20AC;?.
R
E
S
PUBLISHER
Paulo Borges
CREATIVE DIRECTOR
CONTRIBUTORS
Augusto Mariotti
camilayahn@ffw.com.br
Aaron Walker, Adriano Damas, Bill Macintyre, Bruno Rezende, Cássia Tabatini, Cecília Macedo, Chialin Chiang, Cris Biato, Daniel Ueda, Eudes de Santana, Gabriel Marchi, Gi Macedo, Hick Duarte, João Lourenço, Jorge Grimberg, Lau Neves, Luele Furquim, Marcela Duarte, Marcelo Nascimento, Marcio Simnch, Mario Daloia, Michael Vendola, Paulo Terron, Rafael Melo Ramos, Sandor Kiss, Silvio Giorgio, Tavinho Costa, Thiago Ferraz, Zee Nunes
EDITOR
ADVERTISING
augusto@luminosidade.com.br EXECUTIVE DIRECTOR
Mauro Braga mauro@luminosidade.com.br EDITOR IN CHIEF
Camila Yahn
Marcos Guinoza
Luciana Eschiapati luciana@luminosidade.com.br
EDITOR ASSISTANT
Kátia Lessa
ADVERTISEMENT ASSISTANT
Tania Leone
CASTING
Luiz Henrique Costa ART DIRECTOR
Gabriel Finotti
DISTRIBUTION
Assessoria Edicase www.edicase.com.br Fernando Chinaglia (21) 2192 3200 GRAPHIC PRODUCTION
DESIGNER
Frederico Floeter
Jairo da Rocha and Daniel da Rocha PREPRESS
DESIGN ASSISTANT
Cecília De Lucca
Retrato Falado FINAL PRINTING
PROOFREADER
Luciana Sanches TRANSLATION
Luciana Braga Lumi 05 is not responsible for the content of the ads published in this magazine nor does it guarantee that the promises made by such will be fulfilled.
lumi 05 marketing e propaganda ltda. Av. 9 de Julho 4.927 / 4.939 - Torre Jardim (A) - 9th floor 01407 200 - São Paulo - SP Tel 55 11 3077 4877 | ffwmag@luminosidade.com.br WWW.FFW.COM.BR INSTAGRAM: @FFW WWW.FACEBOOK.COM/FFW
Ipsis A FFWMAG (ISSN 1809-8304) is published by Editora Lumi 05 Marketing e Propaganda Ltda. All rights reserved It is prohibited to fully or partially reproduce the editorial content in this magazine without the pre-authorization. The articles herein are of the responsibility of the authors and do not reflect the opinion of the magazine. Capa Adriano Ruchinski: t-shirt worn as mask À La Garçonne; photo Zee Nunes; styling Daniel Ueda; beaty Silvio Giorgio. Capa Helena Rizzo: est Ellus and shirt Maria Filó; photo Eudes de Santana; styling Michael Vendola; beaty Cria Biato.
CARTA
I N( J EAN S) PE N S ABLE
J
eans are a fundamental item in the nationâ&#x20AC;&#x2122;s wardrobe, seen as the main engine of Brazilian fashion industry. Currently, Brazil is the second largest producer of indigo and the third consumer market in the world. It is clear that Brazilians love denim â&#x20AC;&#x201C; and so does FFWMAG! For that reason, we dedicate this issue to it: jeanswear. Indispensable item in all of our closets, jeans are democratic, universal, and immune to trends. Shapes, cuts, forms, and fashions may change, but jeans remain and icon. Besides, it is not only a clothing article; it is a cultural phenomenon, and, throughout its history, it overFDPH UHYROXWLRQV DWWLWXGH FKDQJHV ZDUV Âą DQG JDLQHG D VHULHV RI VLJQLÂżFDQFHV +HUH WKHUH anywhere, jeans are a symbol of youth, freedom, comfort, resistance, versatility. They are almost like a â&#x20AC;&#x153;second skinâ&#x20AC;?; a â&#x20AC;&#x153;loyal companionâ&#x20AC;? for all occasions. Speaking about jeans, fashion, behavior, and style, in the segment â&#x20AC;&#x153;Talkâ&#x20AC;?, we bring exclusive interviews with Karen Fuke, Tritonâ&#x20AC;&#x2122;s creative director; Dieselâ&#x20AC;&#x2122;s Nicola Formichetti; and Brendon Babezien, from Supreme. In the section â&#x20AC;&#x153;Studioâ&#x20AC;?, we open the doors to Ellusâ&#x20AC;&#x2122; Adriana Bozonâ&#x20AC;&#x2122;s workplace. We also bring an article about Acne, Swedish apparel company who makes one of the most-wanted jeans in the planet. Fashion editorials are signed by duos Zee Nunes/Daniel Ueda; Marcio Simnch/Thiago Ferraz; and by the newcomers CĂĄssia Tabatini and Gi Macedo. The beauty editorial was shot by Adriano Damas; makeup by Lau Neves. Jeans are also motion, transformation, street culture, and FFWMAG hit the road in search for other references we believe have everything to do with our main subject, like streetstyle, street art, and the connection ever closer between hip-hop and fashion, as we see on Kanye Westâ&#x20AC;&#x2122;s recent tour, Yeezus Tour, with scenography by Vanessa Beecroft and costumes by Maison Martin Margiela. Are rappers the new rock stars? SĂŁo Paulo, city that moves the country, where many creative minds converge, appears in RXU SDJHV WKURXJK WKH H\HV RI 0LFKHOOL 3URYHQVL (PLFLGD )HOLSH 0RUR]LQL $QGUp 6WXUP +HOena Rizzo, Leo Capote, Grandja Monteiro, and other characters active in the cultural scene. In the section â&#x20AC;&#x153;I Thinkâ&#x20AC;?, OtĂĄvio and Gustavo Pandolfo, the twin brothers from the duo OSGEMEOS, talk about ten subjects suggested by FFWMAG. 7R ZUDS XS WKLV MHDQV VWUHHWVW\OH VWUHHW FXOWXUH LVVXH ZH WDONHG WR ÂżOPPDNHU *LD &RSSROD WR Swedish singer Lykke Li, to Brazilian rapper Karol ConkĂĄ â&#x20AC;&#x201C; reference in style, and the newest female voice in hip-hop â&#x20AC;&#x201C;, and to artists Kevin Francis Gray, Nicolai Sclate and Ian Berry. FFWMAG put on its best pair of jeans, realigned its wishes and went to the streets meet with ZKR PDNHV IDVKLRQ LQĂ&#x20AC;XHQFHV EHKDYLRUV DQG TXHVWLRQV WKH ZRUOG ZLWK WKHLU DUW Come and joy us!
Paulo Borges PUBLISHER FFWMAG 37
18
NEO SPIRIT
Hyper-realistic pictures drew with a blue ballpoint pen
ROSEHARDCOREAFTERHOURS
Juan Francisco Casas By Kรกtia Lessa
FFWMAG 37
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ART
GIULIADRINKSTHECLASSICS
SKULLANDBONESAFTERHOURS#3
JUAN FRANCISCO CASAS
ISHARTTOBEANARTIST/THEDANISHABUSE#4
FFWMAG 37
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JUAN FRANCISCO CASAS
J
uan Francisco Casas has always been close to the object that made him famous. Model student, born in Jaen, Spain, in KH JUDGXDWHG LQ ¿QH DUWV IURP 8QLYHUVLW\ RI *UDQDGD
LQ DV WKH ¿UVW RI KLV FODVV $ \HDU ODWHU KH UHFHLYHG D JUDQW IRU teacher prep and research, and taught drawing and illustration at WKH GUDZLQJ GHSDUWPHQW DW 8QLYHUVLW\ RI *UDQDGD ZKLOH JHWWLQJ KLV doctorate in the same institution. ,Q D VKRUW WLPH SDLQWV EUXVKHV DQG VSDWXODV JDYH ZD\ WR DQ HYHU\GD\ REMHFW D EOXH EDOOSRLQW SHQ 3HQV SUHYLRXVO\ XVHG WR HQVXUH KH JRW DQ $ LQ VFKRRO DFTXLUHG D QHZ VWDWXV ZKHQ KH VWDUWHG drawing with them. The technic used in the pictures that made him famous is pen on paper. That simple. Most of them come from pictures he takes using a regular digital camera, which he carries in his pocket, and QR OLJKWLQJ HTXLSPHQW $IWHUZDUGV WKH SLFWXUHV DUH WUDQVIRUPHG into hyper-realistic illustrations of accurate pen strokes that make spectators wonder if they are really standing in front of a sketch. The drawings are so perfect that people actually doubt they are VLPSO\ LOOXVWUDWLRQV ,Q DQ LQWHUYLHZ IRU WKH Daily Mail, in February KH VDLG ³,W VWDUWHG RXW DV D MRNH , ZDQWHG WR GR VRPHWKLQJ so realistic and make people think it was a photograph. The idea ZDV WR FUHDWH VRPHWKLQJ XVLQJ DQ REMHFW HYHU\RQH KDV D %,& SHQ´ (YHU\GD\ VFHQHV RI \RXQJ SHRSOH LQ SDUWLHV DQG ZRPHQ LQ VH[\ SRVHV DUH DPRQJ WKH VXEMHFWV KH H[SORUHV WKH PRVW DQG EHVLGHV EHLQJ LQ LQGLYLGXDO H[KLELWLRQV KDYH EHFRPH ERRNV VXFK DV Juan Francisco Casas â&#x20AC;&#x201C; Drawing (2012) and (A)utopic (2014), the latWHU D FROOHFWLRQ RI VHO¿HV VHQW E\ IDQV WR EH WXUQHG LQWR LOOXVWUDWLRQV ,Q KH ZDV DZDUGHG WKH SUHVWLJLRXV SUL]H $%& LQ 0DGULG $IWHU WKDW KLV ZRUN JDLQHG UHOHYDQFH DQG ZDOO VSDFH LQ LPSRUWDQW galleries not only in Spain, but also in other art epicenters around the world, like New York, London, and Basel. ,Q QR WLPH KLV EOXH EDOOSRLQW SHQ VNHWFKHV ZHUH H[SRVHG QH[W WR WKH ZRUN RI IHOORZ FRXQWU\PHQ 'DOL 3LFDVVR DQG 0LUy LQ WKH WK DQG VW FHQWXU\ FROOHFWLYH VKRZLQJ RI 6SDQLVK $UW Hola! Spain â&#x20AC;&#x201C; Spanish Modern and Contemporary Art DW WKH $UW &HQWHU of Seongnam, South Korea From mere scribbles in his college books, his pieces now cost WKRXVDQGV RI GROODUV LQ UHQRZQHG DUW JDOOHULHV $QG ZK\ DUH WKH\ DOO LQ EOXH" ³, ZDQWHG SHRSOH WR NQRZ IRU VXUH WKH\ ZHUH UHDOO\ PDGH ZLWK D SHQ´ KH VD\V -JUANFRANCISCOCASAS.COM | INSTAGRAM: @JUANFRANCISCOCASAS More photos on FFW.COM.BR
FFWMAG 37
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JUAN FRANCISCO CASAS
Sem título
FFWMAG 37
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Acne Studios + William Wegman
Against the ďŹ&#x201A;ow How Acne Studios, following unconventional marketing strategies, became one of the most desirable jeans labels in the world By KĂĄtia Lessa
O
ne of the favorite pair of jeans of the likes of Rihanna and
KROP ,W GLGQÂśW WDNH ORQJ IRU WKH GHQLP ZLWK ÂżYH SRFNHWV DQG UHG
Alexa Chung comes from a company that had never made
stitching, to become a product of desire and soon feature in fashion
a single clothing article. In 1996, Jonny Johansson and
editorials in magazines Wallpaper, Vogue Paris, and Elle Sweden.
three other friends combined their savings, about 10,000 euros, to
The success took the group by surprise and, reluctantly, they
IRUP D FUHDWLYH FROOHFWLYH WKDW ZRUNHG DV D FRQVXOWDQW LQ ÂżOP DQG
started making other items, such as t-shirts. Then, one of the most
digital design in Stockholm, Sweden.
desired apparel company in the world was born, and not only when
Acne â&#x20AC;&#x201C; whose name brings to mind the skin malady, but that
the topic is denim. According to The Wall Street Journal, the Ac-
actually is an acronym of â&#x20AC;&#x153;ambition to create novel expressionsâ&#x20AC;?
neâ&#x20AC;&#x2122;s revenues reached U$ 112 million in 2013. Not bad for an initial
â&#x20AC;&#x201C; was inspired by Factory, Andy Warholâ&#x20AC;&#x2122;s studio, responsible for
investment of 10,000 euros. Acne â&#x20AC;&#x201C; now Acne Studios â&#x20AC;&#x201C; whose light pink shopping bags
stirring up New York artistic scenery in the 1960â&#x20AC;&#x2122;s. A year after launching the company, the troupe felt like cre-
DUH HDVLO\ LGHQWLÂżHG RQ WKH VWUHHWV LV LQ FRXQWULHV 7KHUH DUH
ating a product, despite their lack of experience in the fashion in-
clothing stores, including addresses outside the fashion circuit like
dustry. Before becoming creative director of the label, Johansson
Australia and South Korea. The Swedish labelâ&#x20AC;&#x2122;s products are also
worked as a furniture designer and thought he would follow his
sold on stores such as Bergdorf Goodman, Harrods, Barneys New
fatherâ&#x20AC;&#x2122;s footsteps in music.
York, and Le Bon MarchĂŠ.
The result was one hundred pairs of unwashed jeans, which
Currently, the group is divided in Acne Advertising; Acne Pro-
ZHUH JLYHQ DZD\ WR DUWLVWV ÂżOPPDNHUV DQG GHVLJQHUV LQ 6WRFN-
duction, ahead of digital media; Acne Entertainment, in charge of
FFWMAG 37
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FASHION
SoHo store, NY
ACNE STUDIOS
Resort, 2014
FFWMAG 37
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FASHION
ACNE STUDIOS
Book Rodeo: Bruce of Los Angeles
TV content; and the fashion division, which includes Acne Paper,
interviews and photo shoots with famous actresses such as Isabelle
Acne Studios, and Acne Junior.
Huppert, last editionâ&#x20AC;&#x2122;s cover. â&#x20AC;&#x153;Acne Paper is our crown jewelâ&#x20AC;?, said
7KH PDLQ Ă&#x20AC;DJVKLS UHPDLQV LQ 6WRFNKROP LQ DQ DUW QRXYHDX
Johansson to Interview. For him, the triumph of the magazine is
building that housed a famous bank in which, during a robbery in
due to the fact that they are able to channel the spare creative ener-
1973, hostages developed a bond with criminals. The Syndrome of
gy and the ability to go to the streets, connect with people, and not
Stockholm owes its name to that incident.
worry about pleasing the industry. Throughout the years, the label became a synonym of minimal-
$JDLQVW WKH Ă&#x20AC;RZ
istic design, title disputed by Johansson. In an interview for British
Acneâ&#x20AC;&#x2122;s key of success follows an unorthodox recipe and is based
Vogue, during London Fashion Week, he stated that, if you look
on a business model that values instinct. Take store location, for in-
closely, you can notice that the brand explores vivid colors and
stance. Most times, Acne is not found in the hipper neighborhoods
even animal print. The idea is to reinvent the classics and surprise.
of cities like London and Tokyo. On the other hand, it couldnâ&#x20AC;&#x2122;t es-
2Q WKH UDFNV WKH FORWKHV PHWLFXORXVO\ ÂżQLVKHG UHPDLQ FXUUHQW
cape from showrooms in Paris and fashion weeks Paris, since 2012,
and may be used seasons to come.
and London, since 2011.
Despite their famous denim, one of Acneâ&#x20AC;&#x2122;s top selling â&#x20AC;&#x201C; and
Collaborations also donâ&#x20AC;&#x2122;t follow a common logic. They range
reproduced â&#x20AC;&#x201C; articles is the pistol boot, leather ankle boots with a
from bicycles in partnership with the oldest manufacturer in the
low, chunky stacked heel, round toe, and stitched paneling, popu-
world, Italian Bianchi Bicycles, to a capsule-collection with Lanvin,
lar among urban women.
to works with magazine Candy, dedicated to transsexuals.
Be it in the boots, in the perfectly cut jackets or in the widely
Contrary to other must-have labels, directors do not invest
known pair of jeans, what is unanimous about Acne is the design
heavily on conventional ads staring Hollywood celebrities or su-
DNA and the certainty that people will always like quality prod-
permodels. They prefer artistic videos featuring children or dogs
ucts. And that, Swedish learn from birth.
and high-end photography books. There is still the magazine Acne
â&#x20AC;&#x201D;
Paper, a biannual publication launched in 2005 directed by Thom-
ACNESTUDIOS.COM | INSTAGRAM: @ACNESTUDIOS
as Persson, who Johansson considers one of the most inventive
See the entire collection from Acneâ&#x20AC;&#x2122;s A/W 2015 on FFW.COM.BR
persons heâ&#x20AC;&#x2122;s ever met. The magazine contains little advertising DQG H[SORUHV VXEMHFWV WKDW JR IURP D SURÂżOH RI D 3RUWXJXHVH IRON singer to long essays from philosophers like Noam Chomsky, to
FFWMAG 37
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FASHION
Blue jeans By Marcos Guinoza
Ian Berry: in place of brush and paint, jeans
Punk London
Gisele , work specially made for FFWMAG
FFWMAG 37
34
ART
The Rebel
F
irst, a warning: the images that go with this text may look
It all started with his own jeans. â&#x20AC;&#x153;It was interesting because
like paintings when they are, in fact, reproductions of art-
WKH\ KDG VR PXFK KLVWRU\ DQG PHPRULHV DWWDFKHG WR WKHP ´ 7R-
works made with pieces of denim.
day, he uses new as well as worn jeans. â&#x20AC;&#x153;I buy them from vintage
That being said, letâ&#x20AC;&#x2122;s move on to Ian Berry, the artist.
stores, charity shops, and I also receive a lot of donations from all
(QJOLVK IURP +XGGHUVÂżHOG ORFDWHG NLORPHWHUV QRUWK RI
over the world â&#x20AC;&#x201C; by the way, Iâ&#x20AC;&#x2122;m still waiting for some from Brazil.
London, Berry used to work as an art director, and created cam-
6RPHWLPHV , ÂżQG WKHP RQ P\ GRRUVWHS OLWHUDOO\ , RSHQ WKH GRRU
paigns for brands such as Nissan and Guiness, before he fully com-
DQG VRPHWLPHV D EDJ LV OHIW WKHUH ´ +H DOVR KDV WKH VXSSRUW RI VRPH
mitted himself to art.
companies, like Pepe Jeans London.
It was during a trip back to his hometown, when he came
When asked about the value of one of his pieces in the art
across a pile of worn jeans destined to a charity institution, that he
world, he simply says: â&#x20AC;&#x153;I let the galleries take care of that. Catto
had the idea to use denim as the medium for his art. â&#x20AC;&#x153;My interest
Gallery, in London, does an amazing job for me. I prefer to keep it
started simply by the aesthetic value of denim. It fascinates me to
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The creation process starts with the choice of the scene. Then,
is universal and democratic. While trends come and go, it remains
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More photos on FFW.COM.BR
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Photo Cássia Tabatini :: Styling Gi Macedo
BEAUTY LAU NEVES (CAPA MGT) HAIR CECÍLIA MACEDO PHOTO TREATMENT AARON FRANCIS WALKER STUDIO MANAGER ELAINE CASSETTI FASHION MANAGER LEILA PIGATTO PRODUCTION JULIE BUCH BEAUTY ASSISTANT PATRICK PONTES PHOTO ASSISTANTS GAEL OLIVEIRA E GUILHERME DALVI HAIR ASSISTANT TAYRINE PROVIDELE MODELS DÉBORA WAGATSUMA (FORD), LORENA MARASCHI (WAY), PAULO SCHULZ (JOY) GUEST MODELS GLEESON PAULINO, NATASHA HOLLINGER, TOBIAS PERGOLA
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Débora top AMAPÔ stockings LUPO
Paulo pants TRITON shoes DEMOCRATA
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Débora top VITORINO CAMPOS pants AMAPÔ shoes LUCAS NASCIMENTO
Natasha shirt LEVI’S sweatshirt DIESEL pants JEANSERIA boots JUISI BY LICQUOR
Tobias shirt GAP sweatshirt ADIDAS ORIGINALS
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Paulo t-shirt G.ROCK pants ELLUS jacket LEVI’S shoes B.LUXO
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The new fashion game Streetstyle in Brazil and in the world generates controversy, desire, and a lot of money By Jorge Grimberg :: Photos Tommy Ton
STREETSTYLE
F
ashion professionals are strong critics of the democratization happening to their own universe. Something like the wrath of journalists â&#x20AC;&#x201C; when blogs were born â&#x20AC;&#x201C; happens today, in the fashion world, with the sudden emergence of fab-
ricated celebrities, both loved and hated by millions. Fashionistasâ&#x20AC;&#x2122; universe was taken by â&#x20AC;&#x201C; beware â&#x20AC;&#x201C; â&#x20AC;&#x153;normalâ&#x20AC;? people. What, in the pre-internet era, was a secret club â&#x20AC;&#x201C; fashion shows, cocktail parties, private presentations â&#x20AC;&#x201C; have become a free park where all interested parts are â&#x20AC;&#x153;welcomedâ&#x20AC;? to join in and interact. To become a part of it, all you have to do is take pictures (of yourself) and post them online. The result comes in the shape of likes, followers, invitations, and sponsors. Before all that freedom of expression, you almost had to go out in a costume if \RX ZDQWHG WR EH QRWLFHG Âł0\ RXWÂżWV DUH DOZD\V YHU\ HFFHQWULF , GRQÂśW RZQ QRUPDO FORWKHV ,ÂśP YHU\ OLEHUDO DERXW WKDW´ VD\V /\QQ <DHJHU IDVKLRQ HGLWRU RI Vogue Amer-
LFD DQG RQH RI WKH PRVW H[RWLF ÂżJXUHV RI WKH LQWHUQDWLRQDO FLUFXLW /\QQ LV D FDULFDWXUH of herself and, for decades, has been in articles in newspapers and magazines for her authenticity and characteristics. ,Q WKH QHZ IDVKLRQ JDPH HFFHQWULFLW\ LV QRW WKDW UHOHYDQW DQ\PRUH VLQFH HYHU\WKLQJ LV IRU VDOH DQG ODEHOV GRQÂśW JLYH ZD\ WR ZKDW WKH\ FDQÂśW WXUQ LQWR D SURÂżW 7KH word of the moment is conversion. And that scenario is a result of a much greater change in consumer behavior. Âł6WUHHWV ZHUH DOZD\V D VRXUFH RI WUHQGV VLQFH WKH\ UHĂ&#x20AC;HFW ZKDW SHRSOH DUH UHDOO\ DGRSWLQJ LQ WHUPV RI VW\OH DQG ORRNV´ UHFNRQV ,VKDP 6DUGRXN FKLHI FUHDWLYH RĚ&#x2021;FHU DW 6W\OHVLJKW WUHQG EXUHDX EDVHG LQ 1HZ <RUN )RU SURIHVVLRQDOV OLNH 6DUGRXN VWUHHWwear is a tool that demonstrates through the way people present themselves trends that emerge from subcultures that can become a commercial hit. Up to that point, streetwear pictures were privileged information for executives and designers, who invest in fabrics and shapes before anyone else does. Even fashion shows were exclusive for editors, who only revealed the details of what the saw on the runways months later in special editorials. 7KH ÂżUVW VWUHHWVW\OH EORJV VWDUWHG WR XVH WKH IUHHGRP RI WKH ,QWHUQHW WR SRVW SLFtures of interesting people in the streets around the planet. Avant-garde professionals VXFK DV 7RPP\ 7RQ 6FRWW 6FKXPDQ DQG <YDQ 5RGLF ZKR E\ DFFLGHQW WUDQVIRUPHG their passion and hobby into a new business model, unaware of how, when they started out, they would make a living from it. The precursors of the streetstyle movement spread much more than their view, they created the culture of learning how to see people through new eyes, of interpreting urban codes, and, soon, turning real people and real situations into a source of inspiration. â&#x20AC;&#x153;Fashion editors use streetstyle very well as a thermometer to understand what trends are sticking, which brands are excelling and being liked by peopleâ&#x20AC;?, says Daniela FalcĂŁo, editorial director of Vogue Brazil.
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STREETSTYLE
Lynn Yaeger
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STREETSTYLE
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STREETSTYLE
â&#x20AC;&#x153;Blogs that post the look of the day changed the way people see fashion, because they translated how real women can adopt a trend.â&#x20AC;?
Because of the blogs, we know that
have more photographers with a good eye
7KH EHVW MRXUQDOLVWV , NQRZ DQG DGPLUH
WKHUH LV D GLĚ&#x2020;HUHQW VW\OH LQ 1HZ <RUN DQ-
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come backstage to get to know the collec-
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motivate streetstyle, and discover a wider
tion and to understand what it is about.
they are all unique in their own way. The
variety of categories. Otherwise, we wonâ&#x20AC;&#x2122;t
The shows are made for buyers and press
elements are revealed constantly and new
scape the language of the ghetto or the so-
who are educated on fabrics and construc-
icons appear, calling everyoneâ&#x20AC;&#x2122;s attention
cial columnsâ&#x20AC;?, says Costanza. Daniela Fal-
tion of each articleâ&#x20AC;?, says young designer
to strengthen the identity of each city. At
cĂŁo sees the true streetstyle as an expres-
Vitorino Campos.
ÂżUVW GLVFRYHUHG RQ WKH VWUHHWV WKH QHZ
sion of people who, famous or not, convey
Today, executive and designers are
icons become references of style, as is the
information about trends. â&#x20AC;&#x153;Whatâ&#x20AC;&#x2122;s good
faced with the challenge of understand-
case of American Nick Wooster, known as
about streetstyle is capturing a trend.â&#x20AC;?
ing how to place themselves in this new
the best dressed man in the world. And
As a part of our culture, blogs that post
PDUNHW Âł, GRQÂśW WKLQN HYHU\RQH LQYHVWV LQ
soon, with the second wave of streetstyle
daily looks of their owners have prevailed
those kinds of blogs to sell clothes. Small
blogs, we were introduced to a new icon
over streetstyle blogs. â&#x20AC;&#x153;The ones that post
EUDQGV GR WKDW \HV EXW , GRQÂśW VHH WKH
model: the celebrity bloggers. Nowadays,
look of the day changed the way people see
SRLQW RI VRPHRQH OLNH 5HLQDOGR /RXUHQoR
blogs in Brazil are already launched with
fashion, because they translated how the
paying a bloggerâ&#x20AC;?, declares Daniela.
media kits and banners. â&#x20AC;&#x153;The looks are
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The disparity between the depth of
shot one day a week and the bloggers come
to take a good picture in the street, without
well-founded information and the empty
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second that can make you look stunningâ&#x20AC;?,
es the wrath of fashion intellectuals, who
of building a brand, they are simply selling
states Alice Ferraz, fashion executive in
want to be respected and, especially, not
productsâ&#x20AC;?, states Daniela.
SĂŁo Paulo and founder of f*hits, an online
be relegated to the second row. â&#x20AC;&#x153;What
platform that hosts 25 blogs.
is important about a fashion show is not
,Q %UD]LO ZH DOVR KDYH RXU 1LFN Woosters. Fashion professionals who are
The sort of information propagated
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known for their personal style and talent,
by Brazilian blogs creates an unrealistic
WR XQGHUVWDQG WKH FROOHFWLRQ JOREDOO\ ,I
but who donâ&#x20AC;&#x2122;t have a blog. These become
aspirational universe â&#x20AC;&#x201C; a world of daily
bloggers, who have so many followers, did
admired and revered by all, and are pho-
extravagant clothes, sophisticated events,
that, it would be niceâ&#x20AC;?, adds Campos.
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ÂżUVW URZV DQG HYHQ WKH SDUWLFLSDWLRQ LQ
Streetstyle pictures in SĂŁo Paulo, during
â&#x20AC;&#x2DC;brandingâ&#x20AC;&#x2122; of my fashion personalityâ&#x20AC;?, says
product conception and design. These new
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Costanza Pascolato, the eternal muse of
characters are a source of inspiration to
trends and behavior moods because there
Brazilian fashion. Costanza is probably the
the end consumer. â&#x20AC;&#x153;The new generation
is a great controversy between what is orig-
only example of spontaneous and unani-
lacks modesty and deals well with that.
inal and what is not. Dualities crash just
PRXV VXFFHVV ,W LV OLNHO\ WKDW PRVW RI KHU
They are consumers, not readers. We are
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IROORZHUV Âą ZKR WDNH VHOÂżHV ZLWK KHU DOO WKH
talking about pure consumerism. The blog
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time during SPFW â&#x20AC;&#x201C; have never read one
that sells clothing is very connected to
for wanting to make a lot of moneyâ&#x20AC;?, says
of the brilliant articles she writes. Her rec-
shopping, and that makes it complicated
/\QQ EHIRUH FRPSOHWLQJ Âł, WKLQN SHRSOH
ognition comes from the impeccable image
to build a fashion imageâ&#x20AC;?, ponders Daniela.
who are honest, serious, and do a good job
she presents.
For the designers, this new business is
Besides our fashion icons and bloggers,
cause for controversy when the time comes
we have a wide, though shy, â&#x20AC;&#x153;look of the
to understand how far they should go to
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FRQTXHU IROORZHUV Âł,WÂśV QRW WKDW ZH KDYH D
there is a new street fashion movement in
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there should be a search for knowledge.
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FASHION
Reproduction FFWMAG 37
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Ornamental Conifer
My name is Nicolai Sclater and I work under the moniker Ornamental Conifer. Iâ&#x20AC;&#x2122;m 30 years old and I was born in England, although I have recently been living in Australia and am currently moving to America to live with my wife. I started painting when I was very young. As a child I was given art material and books instead of a television and video games. I later became heavily LQYROYHG LQ JUDIÂżWL DQG VSHQW PRVW RI P\ WLPH SODQQLQJ DQG SDLQWLQJ WUDLQV that lead on to an interest in graphic design and whilst living in London, I worked commercially for many years for various brands and magazines. My inĂ&#x20AC;XHQFHV FRPH IURP DOO RYHU UDQJLQJ IURP FRPLF ERRNV IRON DUW ÂżQH DUW SRS art and contemporary illustration, and fashion. I look at everything and draw inspiration from my surroundings wherever I am, hence the reason I like to move around and travel a lot, keeping the ideas fresh and the stimulus brand new. Painting jackets was a natural progression for me as I loved the old imagery from the Second World War and biker jackets, but hated what they stood for. I do not like war and I do not like the macho bullshit, so I saw a gap, a niche that I could invade and make my own, and an area that I wanted to explore, where I could use painted jackets to make people laugh, to think and also to inspire, so I continue to use the medium of the jacket to put my message out there to people, like a walking amusement. It so happened that a mutual friend asked me to paint a jacket for Alex Turner, from Artic Monkeys, to be used in the video of â&#x20AC;&#x153;One for the Roadâ&#x20AC;?. It was a very last minute job, I painted it the day before I moved from London to Australia, whilst my wife was packing and we were both drunk for our good bye party with friendsâ&#x20AC;Ś. Nicolai Sclater, june 26, 2014. â&#x20AC;&#x201D; ORNAMENTALCONIFER.BLOGSPOT.COM | INSTAGRAM: @ORNAMENTALCONIFER More photos on FFW.COM.BR
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Checho Gonzales
DESAMPA
Paula Reboredo and Gil Franรงa
Leo Capote
creative chaos By Marcos Guinoza :: Photo Eudes de Santana
Bia Granja
Baixo Ribeiro
Gandja Monteiro
Billy Castilho
Maria Montero
Michelli Provensi
Sax In The Beats
André Sturm
Felipe Morozini
Millos Kaiser and Augusto Olivani
What makes São Paulo an innovative, inventive, entrepreneurial, and unique metropolis? 22 creative minds from several fields who live and work in São Paulo answer.
Mario Francisco
Vera Egito
Helena Rizzo
Emicida
Flavio Samelo
CRIATIVE CHAOS
Helena Rizzo
shirt MARIA FILÓ, vest ELLUS
Owner of Maní, she was elected by English magazine The Restaurant as the best female chef in the world
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CRIATIVE CHAOS
The best thing about working in SP?
The best and the worst in SP?
,Q P\ ÂżHOG ZKLFK LV JDVWURQRP\ 63 LV a great inspiration due to its cultural diversity. Restaurants, ingredients, stories, and people from the four corners of Brazil and the world. It is a constant exchange and learning experience.
The best: people, food, bookstores, movies, theaters, concerts, and art. The ZRUVW LV WKH GLĚ&#x2021;FXOW\ PRVW WLPHV RI seeing friends as often as we want, of going from one place to the next, accessibility, and all that. Being creative is?
How does SP inspire you?
7R ORVH DQG ÂżQG \RXUVHOI
7KH FLW\ LV D SUROLÂżF ÂżHOG IRU DVVRFLDtions and comparisons. In the kitchen, those are fundamental aspects.
If you had the power to redesign SP?
Why is SP so creative and attracts so many creative minds?
SĂŁo Paulo is alive, pulsating, chaotic. It has work. It has pressure. So, these impressions have to be let out, otherwise youâ&#x20AC;&#x2122;ll explode! I believe that in order to live in SP everyone has to be a little creative, to develop the capacity to see the FLW\ DQG LWV UHODWLRQV XQGHU GLĚ&#x2020;HUHQW angles. To have focus and to lose focus. Otherwise, weâ&#x20AC;&#x2122;ll become robots. If we havenâ&#x20AC;&#x2122;t already.
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63
Quality public transportation. There is no room for more cars. More public space dedicated to leisure, fun, gathering. Fewer walls. Fewer bulletproof cars! And a TietĂŞ worthy of being called a river. Street/place in SP that is you?
Liberdade. -MANIMANIOCA.COM.BR
BEHAVIOR
CRIATIVE CHAOS
Flavio Samelo
t-shirt NEW ERA
From skate tracks to art galleries, the photographer is a reference in Brazilian urban culture
The best thing about working in SP?
,Q 6mR 3DXOR \RX FDQ ÂżQG DQ\WKLQJ and if you canâ&#x20AC;&#x2122;t, youâ&#x20AC;&#x2122;ll end up knowing someone who can get what you are looking for; itâ&#x20AC;&#x2122;s surreal. It has a lot of people, problems, work, and a lot of cool things; it depends on you choosing what youâ&#x20AC;&#x2122;ll dedicate yourself to. How does SP inspire you?
By the exaggeration, the brutal social contrasts, buildings, architecture, and, PRVWO\ E\ WKH VNDWHERDUGLQJ JUDĚ&#x2021;WL and everything that exists and transpires in the streets. Why is SP so creative and attracts so
SĂŁo Paulo is Brazilâ&#x20AC;&#x2122;s economic engine, but I think there are other places in the country with people who are even more ingenious, like Porto Alegre and surroundings, which has a lot of incredible people, and the northeast.
Being creative is?
Solving a problem in a positive and harmonious way, taking into consideration everything that involves you and the people surrounding you. Street/place in SP that is you?
The best and the worst in SP?
The best is that you can eat whatever you want whenever you want. The worst is the lack of public policy towards the youth from the periphery. It is a waste of incredible lives that could help the city. But what government wants intelligent and creative people walking around with so many ignorant politicians in command?
Jaçanã, of course! -FLAVIOSAMELO.COM INSTAGRAM: @FLAVIOSAMELO
many creative minds?
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CRIATIVE CHAOS
Michelli Provensi
International model and author of the book I need to go round the world – Surreal adventures of a real model
Pants TUFI DUEK, jacket ADIDAS
The best thing about working in SP?
comes palpable. SP is the epicenter of brainstorming. It is wide, with huge possibilities to bring forth new ideas and make them happen.
If you had the power to redesign SP?
Seeing possibilities in chaos. São Paulo is like that unattractive boyfriend that only you understand why you love. How does SP inspire you?
The best and the worst in SP?
Rua/lugar de SP que é a sua cara?
In the lack of obvious beauty, comfort, LW PDNHV PH VHDUFK IRU GL̆HUHQW RXWlooks and ways to express what I would like to see and feel more, the challenge that inspires.
The best is that people come from all places and feel at home. I come from Santa Catarina, but people can say I am from São Paulo and I won’t care. The worst is urban mobility; public transportation is not consistent with the city’s creative vein.
São Paulo is not me, it is my soul, and the Center has my soul.
Why is SP so creative and attracts so
I would transform Minhocão into a park and replace some of the 5 million vehicles for trees.
-FACEBOOK.COM/PAGES/MICHELLI-PROVENSI INSTAGRAM: @MICHIPROVENSI
many creative minds?
São Paulo is a city of convergence. I do what I love for a living, and when you put your heart into your work you attract creative connections, love beFFWMAG 37
Being creative is?
To give way to curiosity.
65
BEHAVIOR
CRIATIVE CHAOS
Vera Egito
Film and TV writer and director, she is making a new feature, dramatic comedy SP is A Party
The best thing about working in SP?
To be creative is?
The possibility of always taking a further step, of moving forward. The feeling is that you havenâ&#x20AC;&#x2122;t reached the best moment of your career. And that means the best is still to come.
To own up to your choices.
How does SP inspire you?
Itâ&#x20AC;&#x2122;s hard to tell what of SP is in me, because this city is my home. I believe it taught me to be fearless and it inspires me to be the way I want to be. No fear. Why is SP so creative and attracts so many creative minds?
In SĂŁo Paulo, there is a massive group of people who believe in freedom. And in order to create, you need to be free. Here, you can try, experiment one thing and then another completeO\ GLĚ&#x2020;HUHQW 2Q WKH RWKHU KDQG HYHU\one is very demanding, which forces you to keep your eyes open and work harder. You either move forward or are left behind. No one can take a break. And that is great.
If you had the power to redesign SP?
The exposed wiring; it makes me want to cry. It hurts looking at the hideous cabling. It should all be underground. Will it happen in my lifetime? Street/place in SP that is you?
JosĂŠ dos Santos Jr. Street, in Brooklin, where I spent my childhood and adolescence. Time goes by, but Iâ&#x20AC;&#x2122;m still that girl and that street remains mine. -PARANOIDBR.COM/DIRETORES/10 INSTAGRAM: @VERAEGITO
The best and the worst in SP?
The best is the people. There are a lot of interesting individuals here. People who come from all parts of Brazil and other countries, and that makes the city have that something extra. The worst is the ugliness. The ugliness of life. People who have too much, others who donâ&#x20AC;&#x2122;t have enough. I think that happens with every metropolis, but SP is the largest city in the country, so all RXU Ă&#x20AC;DZV DQG PLVHULHV MXPS RXW WR RXU faces every day. FFWMAG 37
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Shirt ALEXANDRE HERCHCOVITCH, pants VICTOR HUGO
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67
FFWMAG 37
CRIATIVE CHAOS
Sax In The Beats
Sweatshirt DERCANVAS
JĂ´natas Paiva and Nilton Cezar, the twosome who plays concerts in the streets of SP wearing a panda and a horse masks
The best thing about working in SP?
SĂŁo Paulo is a city that has a great range of people, cultures, and tribes. Therefore, the city allows us to reach mixed crowds. Besides, it is the largest city in the country, which brings us visibility. How does SP inspire you?
7KH ÂżUVW WKLQJ WKDW LQVSLUHG RXU ZRUN was the city frenzy, thatâ&#x20AC;&#x2122;s how we got the idea of bringing music to the streets, to break peopleâ&#x20AC;&#x2122;s routine and leave the city a little less dull.
both for working and partying. The ZRUVW WUDĚ&#x2021;F YLROHQFH DQG SROOXWLRQ Being creative is?
Knowing how use the few resources you have to create something that catches peopleâ&#x20AC;&#x2122;s eye and has the ability to change their lives, be it intellectually, socially, or in any other aspect. Street/place in SP that is you?
Paulista Avenue. -FACEBOOK.COM/SAXINTHEBEATS INSTAGRAM: @SAXINTHEBEATS
The best and the worst in SP?
SĂŁo Paulo is the land of opportunities, DQG LV QR GLĚ&#x2020;HUHQW LQ WKH PXVLFDO VFHQH FFWMAG 37
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CRIATIVE CHAOS
Maria Montero
Independent curator, artist, and gallerista, she is head of Phosphorus, important space for artistic experimentation
Jacket ELLUS
The best thing about working in SP?
Why is SP so creative and attracts so
Being creative is?
SĂŁo Paulo has given me a feeling of belonging. Iâ&#x20AC;&#x2122;ve lived in many places around the world, had several professional experiences, but it was upon my return to SĂŁo Paulo that I found a place to build something real. I feel that I found somewhere where I dedicate myself to doing what I love. SĂŁo Paulo is my city, my codes, my family.
many creative minds?
To put ideas into practice with the resources available, even if they are not ideal. To think and to accomplish. Escaping whatâ&#x20AC;&#x2122;s common ground, proYRNLQJ UHĂ&#x20AC;HFWLRQV ZLWK FRQWHQW EXW always being hands-on!
How does SP inspire you?
SĂŁo Paulo is my work.
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Any big city exerts that power of attraction by its diversity. SĂŁo Paulo is no different. Chaos and excess of energies, however, combined to a huge need to bypass limiting situations, exercise the power of creativity.
Street/place in SP that is you The best and the worst in SP?
The best is the feeling of belonging, in addition to having access to an active cultural life, and being around people that are a part of my world. The worst is walking home from work and seeing hundreds of homeless people sleeping in precarious conditions. The social gap, the violence that comes from it, the lack of conscience.
69
That is easy: Roberto Simonsen Street, 108. Historical Center, SĂŠ. -PHOSPHORUS.ART.BR INSTAGRAM: @MARIAMONTEROPASSOS
BEHAVIOR
shirt DAMYLLER
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Baixo Ribeiro
Architect and art curator, he is one of the founders of Choque Cultural, gallery focused on public urban art
The best thing about working in SP?
The array and diversity of quality proIHVVLRQDOV WKDW ZH FDQ ¿QG WR FUHDWH collaborative work groups. How does SP inspire you?
The city has a long way to go if compared to other international centers of same size. And these opportunities for real transformation I see around here inspire me very much. SP has energy, people with a great will to change, and an exciting mobilizing strength. Why is SP so creative and attracts so many creative minds?
It is an open city that receives a lot of outside cultures and easily embraces them as a part of its own identity. People from São Paulo are predisposed to be cosmopolitans and they are seen as such by the world. However, we have to be careful not to become a provinFFWMAG 37
cial town full of shopping malls and closed, wealthy, and tacky condos.
practices. I believe the redesign of the city is a collective process that happens in daily gestures.
The best and the worst in SP?
The worst is the alarming income difference that coexists: too much wealth and too much poverty. The best is being in this unequal environment working towards the improvement of conditions.
Street/place in SP that is you?
The corner of Anhangabaú with Aspicuelta. I know it doesn’t exist on a map, but it does in my imagination. -CHOQUECULTURAL.COM.BR | INSTAGRAM: @BAIXO
Being creative is?
Everyone is creative. It is important that we all realize that exercising creativity is good for our physical, mental, and emotional health. It shouldn’t be exclusive to artists or to those who work in advertisement, cultural productions etc. If you had the power to redesign SP?
I am already redesigning the city, along with everyone involved in new urban
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AndrĂŠ Sturm
He directs MIS (Museum of Image and Sound) and is ahead of the traditional Cine Belas Artes
The best thing about working in SP?
The best and the worst in SP?
Things work around here. Besides, there is a variety of services and experts that few cities have.
The best is the range of options: movies, bookshops, restaurants, theaters. 7KH ZRUVW LV WUDĚ&#x2021;F
How does SP inspire you?
Being creative is?
People are the best inspiration. SĂŁo 3DXOR LV IXOO RI GLĚ&#x2020;HUHQW DQG LQVSLULQJ individuals.
Not being too idle to try.
Why is SP so creative and attracts so
If you had the power to redesign SP?
Iâ&#x20AC;&#x2122;d make more subway lines and improve the way streets are designed.
many creative minds?
Because it is an open city, which has a diverse cultural schedule and a strong market. And then you have a virtuous circle: people come here and the market gets stronger, then more people come. In SP, there are a lot of people to HQMR\ WDON WR DQG VKDUH ZLWK FFWMAG 37
Most recent project/wish?
The reopening of Cine Belas Artes and the exhibition Castelo RĂĄ-Tim-Bum, at MIS, which opens in July. -MIS-SP.ORG.BR | BELASARTESCINE.COM.BR
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Leo Capote
t-shirt DIESEL
He interned with the Campana brothers and was chosen as one of the 100 most important young designers working today by &fork
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The best thing about working in SP?
If you had the power to redesign SP?
7KH FRPIRUW RI ¿QGLQJ HYHU\WKLQJ LQ one place.
I think that if I did that São Paulo would stop being São Paulo.
How does SP inspire you?
Mais recente projeto/desejo?
My work is based on the idea of transIRUPLQJ REMHFWV¶ XWLOLW\ WKHUH¶V QR place better for that than São Paulo, which is always reinventing itself.
Kitchen utility products and chandeliers for racecourses.
Why is SP so creative and attracts so many creative minds?
It is complete in terms of possibilities, references, and unexpected moments.
Street/place in SP that is you?
I was born and raised in the Center, so I think I end up being it and not it being me. -LEOCAPOTE.COM
The best and the worst in SP?
It has a little of everything, it pleases people of all tastes; the problem is the lack of infrastructure. Being creative is?
To be willing and opened to learn and change.
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Paula Reboredo and Gil França
The duo owns B.Luxo â&#x20AC;&#x201C; one of the most popular thrift stores in SĂŁo Paulo, with a desirable collection of vintage articles â&#x20AC;&#x201C; and they have recently opened B.Bar
The best thing about working in SP?
The range of opportunities the city has WR RĚ&#x2020;HU
The best is that thereâ&#x20AC;&#x2122;s still a lot to explore. The worst is all those problems ZH DOO NQRZ VDIHW\ WUDĚ&#x2021;F HWF
How does SP inspire you?
Being creative is?
We use the city as a starting point to detect the shortage and the need of things to do in town.
Not being stuck in the past, running towards new things without losing yourself.
Why is SP so creative and attracts so
If you had the power to redesign SP?
many creative minds?
Weâ&#x20AC;&#x2122;d add some green amidst all the gray.
Street/place in SP that is you?
Augusta Street. -BRECHOLUXO.BLOGSPOT.COM.BR
SĂŁo Paulo, like any other big city, changes extremely fast, so we believe creativity has to keep up with the speed required by the city. This is one of the reasons creative and open-minded people are attracted to SP.
INSTAGRAM: @_FREAKSTYLE E @GILFRANCA
Most recent project/wish?
Launching B.Bar (next to B.Luxo). It was created to serve clients and friends. The next wish is to expand B.Bar.
The best and the worst in SP?
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vest COLCCI (her), shirt ELLUS (him)
BEHAVIOR
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AUGUSTO vest TOPMAN, t-shir LACOSTE :: MILLOS shirt TOPMAN
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Selvagem
DJs Millos Kaiser and Augusto Olivani, the names behind the party held outdoors downtown SĂŁo Paulo
The best thing about working in SP?
The best and the worst in SP?
Millos: In our case, it is nice to play for people who already have a musical repertoire and, more important, who have curious ears and restless legs. In SĂŁo Paulo, we can play Polish post-punk mixed with German techno and drop a dub version of Madonna without people making faces.
Augusto: The best: doing things no matter what time it is, be it early or late. The worst: limited mobility, be it on foot, bus, bicycle, train, subway, or car.
How does SP inspire you?
Augusto: By its random and dynamic way of bringing forth new ideas, peoSOH DQG SURMHFWV IHHOLQJ OLNH D UHSRVLtory of past and future possibilities from which you can always drink Why is SP so creative and attracts so many creative minds?
Millos: The city is creative because it has to be: it lives immerse in complex problems that demand compound solutions. Being inventive here is a matter of survival. About the creative minds, I believe that they are drawn by the other creative minds that are already here.
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Augusto: Dom JosĂŠ Gaspar Square. It is where a very intense energy exchange takes place between us and the audience. -FACEBOOK.COM/FESTASELVAGEM
Being creative is?
INSTAGRAM: @FESTASELVAGEM
Augusto: Knowing how to measure instinct and intellect to promote mixtures between elements of distinct universes and make that seem like the most natural/surprising/memorable/ fresh thing in the world. If you had the power to redesign SP?
Augusto: Among other things, I would recondition the surrounding of the rivers that cut through SĂŁo Paulo and turn them into useful places for the population. SĂŁo Paulo must be the metropolis that does the worst use of its rivers. Street/place in SP that is you?
Millos: Downtown. Architecture is DPD]LQJ IRRG LV VWLOO DĚ&#x2020;RUGDEOH DQG you live next to people from all classes.
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Emicida
He sharpened his claws winning rhyme battles and, today, he is one of the most relevant characters of the new national rap
The best thing about working in SP?
SĂŁo Paulo is full of references. Thousands of information nonstop. If you go around town, as I do, the array of concepts widens, so maybe the best thing about working in SP is the possiELOLW\ WR FRQQHFW ZLWK VR PDQ\ GLĚ&#x2020;HUHQW universes in a relatively small space. How does SP inspire you?
The stories here are fascinating. The conquests, the love stories, the sad ones. Since Adoniran Barbosa, or even before him, SP has always been a source of amazing stories. Although it is not Brazilâ&#x20AC;&#x2122;s main postal card, SP is very rich in human material.
would be even more so if the city was less segregated and discriminatory. The best and the worst in SP?
The best is having everything 24/7, a thousand things, thousand kinds of people, and thousand types of information. The worst is that we live in a UDFLVW FRXQWU\ DQG 63 LV QR GLĚ&#x2020;HUHQW The city is divided and everyone loses.
Street/place in SP that is you?
I like Zona Norte (North Zone), the large amount of samba schools does me good, it becomes a very musical area. EMICIDA.COM | INSTAGRAM: @EMICIDA
Being creative is?
%HLQJ IUHH 7KH IHZHU SUHMXGLFHV \RX have, the fewer ties youâ&#x20AC;&#x2122;ll have. Hence, the more places youâ&#x20AC;&#x2122;ll visit and draw inspiration in several ways. If you had the power to redesign SP?
Why is SP so creative and attracts so many creative minds?
Art is not market, but the market appropriates art and they both walk alongside in a way. The needs of the KXPDQ EHLQJ EH LW ÂżQDQFLDO RU ZKDWHYer, end up directing us to the great centers of the world. SĂŁo Paulo is no different, although cold, it welcomes everyone. That is wonderful, and it FFWMAG 37
Iâ&#x20AC;&#x2122;d change its entire geography. To push people further away from their MREV LV LQKXPDQH 6SHFXODWLRQ LQ UHDO estate has caused that. It is callous not having libraries on the suburbs, art zones, classes, and work opportunities. It is cruel and, if we donâ&#x20AC;&#x2122;t come togethHU WR Âż[ LW LW ZLOO RQO\ JHW ZRUVW
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shirt R. GROOVE, hat LAB FANTASMA
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Mario Francisco
sweatshirt DER METROPOL, pants DIESEL, hat CAVALERA
Designer of Der Metropol, male brand that has established itself as one of the most creative in the streetwear segment in Brazil
The best thing about working in SP?
Why is SP so creative and attracts so
Being creative is?
The access that the city provides for everything. It makes the creative process easier, but also the development of any brand. The fashion industry here is undeniably better developed.
many creative minds?
Literally being able to materialize thoughts, reaching a provoking and original outcome.
Due to the easier access to everything. At the same time, I think competition LV DOVR ¿HUFH LQ DQ\ ¿HOG 7KDW SXVKHV us to produce more and to excel, go beyond, and get better results.
How does SP inspire you?
My work only exists because it was born in São Paulo, because I live here. People talk about “Brazilian design” hoping for something obvious, cliché, related to the image Brazil-Banana-Samba, but the Brazil that I know is São Paulo’s urban scene.
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Street/place in SP that is you?
Paulista Avenue. --
The best and the worst in SP?
7UḊF LV WKH ZRUVW 7KH FLW\ LV EHFRPLQJ increasingly more expensive as well. The best is this mixture that results in São Paulo’s unique personality. You are in an enormous city, ultra-urban, that could be anywhere in the world, but it is Brazilian, and still possesses a mix between what’s global and what’s local.
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Billy Castilho
jacket ELLUS
Art director and set designer, he is the curator of TAG Gallery, space dedicated to works related to street art
The best thing about working in SP?
Why is SP so creative and attracts so
To be creative is?
Waking up and knowing that I have a big challenge ahead, I have to understand my day and make a puzzle of the paths I have to travel, and the pressure, if I’m going to be able to meet all my professional engagements, and that is a great challenge for someone who loves São Paulo like I do.
many creative minds?
I believe in teamwork, in gathering different tribes, in living together with people, knowing how to listen to ideas and solutions. I like to get people together and have fun; there is where creativity comes from.
The city deserves a debate about how all of us, “creative minds”, can help come up with ideas and solutions for SP, where governmental powers hamper the use of the city. I believe this barrier leads to creative revelry and, because of it, we search for new ways to propose and provoke the city.
-ESTUDIOSENHORAOLGA.WORDPRESS.COM INSTAGRAM: @BILLY_CASTILHO
How does SP inspire you?
The dawn and the loneliness that comes with that moment. I love São Paulo at dawn, between 5h30 and 9h, it is the most inspiring and creative moment, when I have insights for my SURMHFWV
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The best and the worst in SP?
The diversity of people is one of the reasons to believe it is very cool and incredible to live here. The worst is the government.
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dress TOPSHOP, belt OSKLEN, sandals MARIA FILÓ
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Bia Granja
Co-creator and curator of YouPix Festival, YouPix platform, website that talks about and examines digital culture phenomena
The best thing about working in SP?
The best and the worst in SP?
Street/place in SP that is you?
7KH FLW\ÂśV FUHDWLYH RĚ&#x2020;HULQJ
The best is its urban character. I love great metropolis and all they have to RĚ&#x2020;HU 7KDW LV DOVR WKH GRZQVLGH OLIH LQ D ELJ FLW\ KDV YLROHQFH WUDĚ&#x2021;F LQHTXLW\ lack of infrastructure.
Vila Madalena, where I live.
How does SP inspire you?
By giving me options! I go crazy with the amount of things and opportunities that D FLW\ OLNH 6mR 3DXOR RĚ&#x2020;HUV ,W LV DOZD\V enticing!
-YOUPIX.VIRGULA.UOL.COM.BR INSTAGRAM: @BIAGRANJA
Being creative is?
Making connections. Why is SP so creative and attracts so many creative minds?
If you had the power to redesign SP?
Because it is not an obvious city, where all cool things are explicit, like Rio, for example. SĂŁo Paulo demands dedication, research, going after things, that is why is so stimulating.
In SP, in general, the work neighborhoods are not the same as the dwelling places, which creates â&#x20AC;&#x153;zombieâ&#x20AC;? centers in the city that become deserted and abandoned after 6 pm. If I could change something, I would mix them up.
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Gandja Monteiro
Filmmaker and director of music and ad videos. At the moment, she is producing her first feature film and writing a TV series
The best thing about working in SP?
I like the inspiration that comes from living in a city that has such a raw energy, where things are rapidly changing.
Iâ&#x20AC;&#x2122;d build a train straight from Guarulhos, to facilitate the connection between the city and the airport. Most recent project/wish?
Everything around me inspires me: my friends, art, music, accelerated energy. Iâ&#x20AC;&#x2122;ve always liked big metropolis.
,ÂśP LQYROYHG LQ QXPHURXV SURMHFWV SUHSURGXFWLRQ RI P\ ÂżUVW IHDWXUH ÂżOP writing a series for TV, and shooting a SURMHFW IRU &RFD &ROD
Why is SP so creative and attracts so
Street/place in SP that is you?
many creative minds?
Iâ&#x20AC;&#x2122;m still in search for that.
How does SP inspire you?
Because there is still so much to do, thereâ&#x20AC;&#x2122;s still room to create and build. And because it doesnâ&#x20AC;&#x2122;t stop, like me.
-GANDJAMONTEIRO.COM INSTAGRAM: @GANDJAMONTEIRO
The best and the worst in SP?
The best is having the opportunity to discover new experiences. The worst is REYLRXV WUDĚ&#x2021;F Being creative is?
Observe, paying attention to details. If you had the power to redesign SP?
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vintage shirt CASA JUISI
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Checho Gonzales
jacket ELLUS
Bolivian chef rooted in S達o Paulo, he is one of the organizers of gastronomy festival O Mercado
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The best thing about working in SP?
Being creative is?
The certainty that there is still a lot to be done.
Finding alternatives and solutions. If you had the power to redesign SP?
How does SP inspire you?
It inspires me by pushing me, through highs and lows. Not everything is roses.
I would bring back every stream, river, creek that are down there hidden. Street/place in SP that is you?
Why is SP so creative and attracts so many creative minds?
The city is rough, so it needs solutions and actions that help us on our daily lives. São Paulo has a history of welcoming people from everywhere, and creative people are restless and they VWDQG RXW LQ WKH PLJUDWLRQ ÀRZV
It depends on the moment, of my needs, but I circle around the neighborhoods downtown. I live in Santa Cecília. I would say I belong to the streets. -FACEBOOK.COM/CHECHO.GONZALES
The best and the worst in SP?
Best: we have thousands of cultural attractions all the time. Worst: not beLQJ DEOH WR HQMR\ WKHP , GRQ¶W XQGHUstand why such events are so poorly communicated.
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pants, vest and shoes HERCHCOVITCH;ALEXANDRE, shirt R. GROOVE
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DESAMPA
Singer, composer, and multi-instrumentalist who prefers to keep his identity a secret. His second album, Hue, was released in 2014
The best thing about working in SP?
The best and the worst in SP?
Street/place in SP that is you?
I think is not having a beach “calling” you the entire day, the whole year.
The best is knowing that I’ll always be able to call SP my home. The worst is that it seems that no one cares or takes care of it, everything is a mess, no one has respect. Art doesn’t have the space it deserves. Everyone is to blame that the city is not what it could be.
15 de Novembro Street and sorroundings. It is the combination of the mystery/danger of São Paulo’s wonderful downtown with the streets that don’t allow cars. It is a place that brings me so much inspiration. And also Ibirapuera, a collection on Niemeyer’s buildings surrounded by a beautiful park.
How does SP inspire you?
The relationship of love and hate is what inspires me. I am a product of this gray city. Don’t expect me to make sweet music. I try to become as sensitive as possible and accept what the city is trying to tell me.
Being creative is?
--
6WUHWFKLQJ FKLOGKRRG LQ¿QLWHO\
FACEBOOK.COM/DESAMPAMUSIC INSTAGRAM: @DESAMPAMUSIC
Why is SP so creative and attracts so
If you had the power to redesign SP?
many creative minds?
I would remove a bunch of people who are hurting the city. I would turn some of the many shopping malls into cultural centers and schools. I’d build vertical gardens all over the city. And I’d make more room for pedestrians and cyclists.
In South America, São Paulo is the city that most allows room for people to be themselves. It is a city for experimentation. And experimenting is freeing and breeds creativity. If you use the excuse that you need a beach or an amazing view to be creative, you don’t know what it means to create. FFWMAG 37
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Felipe Morozini
3KRWRJUDSKHU RI 6mR 3DXORÂśV GDLO\ OLIH KH NHHSV ILJKWLQJ IRU WKH SURMHFW 3DUN MinhocĂŁo, which, according to him, â&#x20AC;&#x153;has become practically a daily causeâ&#x20AC;?
The best thing about working in SP?
To be creative is?
Speed and opportunity.
Exercise the improbable.
How does SP inspire you?
If you had the power to redesign SP?
I breath SĂŁo Paulo. The people, the smells, textures, faces, lines, shapes. Everything at the same time..
Iâ&#x20AC;&#x2122;d have a park in each neighborhood. With the Atlantic Forest preserved. A reserve. With birds and original animals living in harmony with us.
Why is SP so creative and attracts so many creative minds?
Street/place in SP that is you?
SĂŁo Paulo is not an easy city; you have to come up with survival solutions every day. If it is well applied, it becomes a good idea. Lots of people thinking together. That is good. There is hope, at the same time. It is liberating. Itâ&#x20AC;&#x2122;s in the air. No one stops around here. Everyone is busy. Urban collective unconscious.
MinhocĂŁo. -ZIPPERGALERIA.COM.BR/PT/#ARTISTAS/ FELIPE-MOROZINI/ INSTAGRAM: @FELIPEMOROZINI
The best and the worst in SP?
The good friendships you build in this town are certainly the best. The worst: the feeling of urban violence, be it criminal, architectural, or in the behavior of our rulers.
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Black Bust
Abstract | Symbolic | Obscure
Kevin Francis Gray
Kids on a Tomb
By Marcos Guinoza and João Lourenço
t was during a trip to Roma, while visiting Santa Cecilia in
I
bitter, and transgressor side of human soul, sculpting punks, drug
Trastevere church and seeing the statue of Santa Cecilia â&#x20AC;&#x201C;
addicts, psychiatric patients, adolescent restlessness.
sculpted by Stefano Maderno, in 1559 â&#x20AC;&#x201C;, that Kevin Francis
In Grayâ&#x20AC;&#x2122;s sculptures there is a tension between past and pres-
Gray chose this form of artistic representation to express himself.
ent. While the shapes are clearly inspired by the classics, the con-
â&#x20AC;&#x153;That day had a deep impact in meâ&#x20AC;?, he tells. He spent nearly the
tent of his work is made of elements that evoke contemporaneity,
whole afternoon admiring the sculpture and left with a question
with young characters in sneakers and streetwear, as we can see in
ringing in his head: â&#x20AC;&#x153;How can I make something so well, so pro-
the series Kids on a Tomb and Ghost Boy.
found, meaningful â&#x20AC;&#x201C; not only to me, but that also represents some-
Born in Armagh, Northern Ireland, Kevin Francis Gray, 42, is UHSUHVHQWHG E\ 3DFH *DOOHU\ ZKR GHÂżQH KLV ZRUN DV D ÂłFRPSOH[
thing to others â&#x20AC;&#x201C;, and contemporary?â&#x20AC;? The answer came in the shape of sculptures blending goth-
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ic and neoclassic styles fascinating for their beauty as well as for
and works in London. He spoke with FFWMAG over the telephone.
the themes addressed by Gray. The artist focuses on the darker,
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ART
Ghost Boy Marble
KEVIN FRANCIS GRAY
Ghost Boy Marble
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KEVIN FRANCIS GRAY
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When my work started to become known,
I work with a variety of materials, espe-
Iâ&#x20AC;&#x2122;m very thankful that I donâ&#x20AC;&#x2122;t have to work
people began asking me about that. I left
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in a kitchen, washing dishes, or in an of-
Ireland at a young age, went to school in
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the United States and England. I used to
to the material. For instance, the marble
all I wanted was to have my own studio
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bodies wouldnâ&#x20AC;&#x2122;t work in bronze, nor the
where I could work every day. Once I had
my work at all, but, as I grew older, I real-
ones in bronze in marble. I try to visual-
all that, I realized that what comes after
ized that it is impossible to think it didnâ&#x20AC;&#x2122;t
ize the sculpture, whatâ&#x20AC;&#x2122;s supposed to look
is challenging and complicated. Overall,
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like, and then choose the material. It will
I feel very lucky, but I canâ&#x20AC;&#x2122;t settle, live
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also depend on what is happening in the
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time. I was exposed to an environment
studio and whatâ&#x20AC;&#x2122;s already there. I never
prove to myselfâ&#x20AC;Ś
of extreme violence, it was almost a dai-
say â&#x20AC;&#x153;this will be the material of this stat-
ly thing, something always happened. To
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be honest, today I admit it had a profound
going to be, I donâ&#x20AC;&#x2122;t close myself to possi-
Success hasnâ&#x20AC;&#x2122;t brought me any comfort.
impact on my work.
bilities, I like to make adaptations during
As a matter of fact, I feel more nervous
the process. Itâ&#x20AC;&#x2122;s important to know that
and anxious than before. If I could come
&RXQWU\ DW ZDU
Iâ&#x20AC;&#x2122;m not a large scale artist, I donâ&#x20AC;&#x2122;t take or-
to my studio and create, every single day,
Despite everything, I feel a deep connec-
ders. The marble pieces are more special,
it would be perfect. But there are a series
tion with Northern Ireland and I try to
I canâ&#x20AC;&#x2122;t change them too much. If I think
of responsibilities. Iâ&#x20AC;&#x2122;m lucky to do what I
visit as often as I can. The funny thing
of something more alive, I go with bronze.
love, Iâ&#x20AC;&#x2122;m not stuck in an office the whole day, but in a way I have to deal with
about growing up in a country at war is that outsiders canâ&#x20AC;&#x2122;t imagine that in the
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things that are so far apart from the raw
same place there is also love, tenderness,
I remember vividly going to Rome in a
creation process.
and hope.
tour with other art students and seeing the statue of Santa Cecilia, by Stefano Mader-
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no. I remember watching and admiring it
I didnâ&#x20AC;&#x2122;t know a Brazilian designed a col-
Maybe in my subconscious I am trying to
for a long time, practically the whole af-
lection based on my work. That is amaz-
say something about the past. I didnâ&#x20AC;&#x2122;t ex-
ternoon. That day had a deep impact in
ing! Who is he? I would love to get in
perience simply violence; I also witnessed
me. And I asked myself: â&#x20AC;&#x153;How can I make
touch. I love fashion. Iâ&#x20AC;&#x2122;ve worked with
love and care. Be it subconsciously or not,
something so well, profound, meaningful
Hedi Slimane, from Dior, and other de-
WKHVH FRQĂ&#x20AC;LFWLQJ HPRWLRQV HFKR LQ P\
â&#x20AC;&#x201C; not only to me, but that also represents
signers. It is wonderful to know that my
work somehow.
something to others â&#x20AC;&#x201C;, and contempo-
work inspired someone in Brazil.
rary?â&#x20AC;? From that moment, I dedicated &RQQHFWHG PLQG
myself to sculptures.
(Designer AndrĂŠ Lucian presented a collection based on Grayâ&#x20AC;&#x2122;s work during PrĂŞmio Moda Hype 2012, an award
I believe I am politically and socially oriented; I try to follow a bit of everything.
,QVSLUDWLRQ
for new designers that happens during
Not only as an artist, but also as a human
I draw inspiration from people. I have
Fashion Rio)
EHLQJ , ÂżQG WKHVH HYHQWV IDVFLQDWLQJ Âą
worked with drug addicts, dancers, all
--
and also dismaying, of course. Iâ&#x20AC;&#x2122;ve always
kinds of people. And that is what inspires
KEVINFRANCISGRAY.COM
KDG D VWURQJ FRQQHFWLRQ ZLWK WKH FRQĂ&#x20AC;LFWV
me: friends and people I bump into in the
in Palestine, all that nonsense in Gaza, be-
streets. Working with these people is chal-
cause it is very similar to what happened
lenging. Iâ&#x20AC;&#x2122;ve had people quit on me and
in Northern Ireland.
told me to go screw myself.
FFWMAG 37
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ART
Face off Bronze
SILVANA MELLO
Carnivorous Ă&#x20AC;ower The rough lightness in the art of Silvana Mello By KĂĄtia Lessa
L
ooking at the embroidered screens, the little houses in naĂŻf style, or the images of children carefully painted over wood, one canâ&#x20AC;&#x2122;t imagine that the author of such delicate work, in her teenage years, only though about riding waves in the beaches
of Santa Catarina. Around the 1980â&#x20AC;&#x2122;s, when she was a bit more grown up, it was easy to see her in Porto Alegreâ&#x20AC;&#x2122;s punk scene, she competed in skate championships, duly sponsored, and, on the following decade, in SĂŁo Paulo, she was a member of hardcore bands, such as No Violence and Lava. A product of the national underground culture, Silvana Mello, who lives in SĂŁo Paulo since 1993, is pure contradiction. The lightness of her hand and technic mask rough, aggressive, and strident references. Nothing is exactly what it seems, such as her questioning of stereotypes or wry smile. Many times, the pictures are painted from photographs of her personal collection and inspired by the aesthetic of commercials from the 1960â&#x20AC;&#x2122;s. Âł6LOYDQDÂśV ZRUN LV OLNH D FDUQLYRURXV Ă&#x20AC;RZHU <RX ORRN DW LW IHHO DWWUDFWHG E\ WKH VKDSHV ÂżQGV LW FXWH DQG WKHQ ZKHQ \RX JHW FORVHU LW VZDOORZV \RX ZKROH´ VD\V FXUDWRU %DL[R 5Lbeiro, owner of Choque Cultural, Silvanaâ&#x20AC;&#x2122;s old gallery. Now her work is sold online. In Pogo MatinĂŞ, she patiently embroiders a famous hardcore punk scene photoJUDSKHG LQ &%*% D QLJKW FOXE LQ 1HZ <RUN ,Q DQRWKHU RQH RI KHU ZRUNV D SDLQWLQJ RYHU wood, she depicts a boy skating down a hill in a neighborhood in SĂŁo Paulo. The name of the painting: Hill of Death.
FFWMAG 37
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ART
Camping de Trailler 74
Reproduction
SILVANA MELLO
Menina Ojiva e Lobo GuarĂĄ
Âł,Q %UD]LO WKH XQGHUJURXQG VFHQH LV FORVHO\ WLHG WR JUDĚ&#x2021;WL DQG
among the most popular. â&#x20AC;&#x153;Lots of people go to the fair searching for
she never used that technique. Silvana has more of the underground
WKH ZRUN RI H[SHULHQFHG DUWLVWV VXFK DV KHU &DUOLQKRV 'LDV 0=.
aesthetic from San Francisco, United States, with her musical and
and Carlos Issa. For the youngsters, Silvana is part of a pack thought
VWUHHW FXOWXUH UHIHUHQFHV´ VWDWHV FXUDWRU .LNL 0D]]XFFKHOOL
of as the gods of underground inspiration. Her work presents a mis-
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FKLHYRXV GHOLFDF\´ VD\V %LD %LWWHQFRXUW RQH RI WKH RUJDQL]HUV
wasnâ&#x20AC;&#x2122;t interested in doing anything, except being at the beach,
She was brought up in a family of strong women, but who dom-
VXUÂżQJ DQG IRROLQJ DURXQG $URXQG , ZHQW WR D SDUW\ VDZ D
inated the crafts: knitting, sewing, embroidery, pots, and brush-
few punks and immediately was attracted to that scene. I dove into
HV Âł,I WKH KRXVH UHTXLUHG JHWWLQJ Âż[HG P\ JUDQGPRWKHU ZDV WKH
that universe and never went back. My surfer friends would say:
handyman. I remember her knitting, but I also remember her with
¾0DQ , WKLQN 6LO ORVW LWœ ´
D KDQGVDZ SUXQLQJ ODUJH WUHHV ´ UHFDOOV 6LOYDQD
'HVSLWH QHYHU JUDGXDWLQJ IURP ÂżQH DUWV VKH WRRN VHYHUDO FODVV-
The family tradition continues. Her daughter, Martina, 5, al-
es of drawing and history of art at Panamericana School of Arts
ready claims to be an artist, and, in addition to appearing in several
and Mube, Brazilian Museum of Sculpture; however, she claims to
of Silvanaâ&#x20AC;&#x2122;s works, now creates with her mother. â&#x20AC;&#x153;When she was
be self-taught and describes herself as a satellite dish, introspec-
younger, I had an exhibition meant to be titled â&#x20AC;&#x2DC;While you were
tive, lonely, and thorough. â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;ve really learned from friends, such
sleepingâ&#x20AC;&#x2122;. All the pieces were made late at night, sitting by her bed.
DV &DUORV 'LDV DQ DUWLVW DQG PXVLFLDQ IURP EDQG $JDLQH ZKR ,
/DUJH HPEURLGHULHV RI FP E\ FP´ VD\V 6LOYDQD ZKR QRZ
VDZ GUDZLQJ SRVWHUV , JRW UHDOO\ LQWR ',< 'R ,W <RXUVHOI DUW P\
away from the stages, always has her iPod glued to her when she is
EDQGPDWHV DQG , KDG WR GR DOO WKH ZRUN VR , PDGH Ă&#x20AC;\HUV UHFRUG
working. â&#x20AC;&#x153;Music, movements, surf, skate, underground life, all that
covers, and I even ended up doing an animation in ink on Carson
LQĂ&#x20AC;XHQFHV P\ ZRUN XQWLO WRGD\ *LUO EDQGV IRU H[DPSOH SHHNV P\
paper, which was turned into a vignette on MTV to the sound of
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print.
underground culture, and which she makes up to this day. At Plana
--
fair, event for independent publications that takes place annually
FACEBOOK.COM/SILVANA.MELLO1 | ISTAGRAM: SILVANA_MELLO
at MIS, Museum of Sound and Image of SĂŁo Paulo, her zines are
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ART
SILVANA MELLO
Olha o Passarinho :: Pogo Matine
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ART
High fashion meets streetwear By Camila Yahn
I
f the streets have always been a source of inspiration for fashion, lately, we are witnessing an interesting wave that reaches the inner circles of the most luxurious and exclusive ring of fashion: haute-couture. Sportswear is a great reference for
designers in general; it conveys comfort, design, and technology. Now, one of the most democratic items in our wardrobe – besides jeans and t-shirts – reaches a new level. Yes, we are talking about sneakers. They made their way into Chanel’s and Dior’s couture shows, leaving people dumbfounded and wondering: what in the world do tennis shoes have in common with haute-couture? Nowadays, everything. Old rules are giving way to novelties such as this, which celebrates the reunion between streetwear and highfashion. Usually produced in large scale, these super sneakers are handmade, following closely the technique and precision of French ateliers. Dior Fusion Sneaker, created by Raf Simons, combines high-technology to manual ODERU WR FUHDWH DQ LWHP RUQDPHQWHG ZLWK UKLQHVWRQHV DQG GHOLFDWH VHTXLQV ÀRZHUV +HUH FFWMAG VKRZV ¿UVWKDQG WKH PDQXIDFWXULQJ E\ WKH VDJH KDQGV RI WKH DUWLVDQV ZKR EULQJ to life Simons’ ideas, the man responsible for breathing fresh life into the French house.
FFWMAG 37
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FASHION
DIOR FUSION SNEAKER
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FASHION
Kanye West +Vanessa Beecroft +Maison Martin Margiela By Camila Yahn :: Photo Joshua Mellin
A
crash between three creative masterminds turn
main features of her work are there: sim-
Yeezus Tour into the most vibrating and lively ex-
plicity, a dose of nudity, and precision. With
perience in the story of recent music.
hardly any clothes on, the dancers interact
In Yeezus, even the sound, lighting, and LED equipment were
with Kanye and with the mountain that
developed specially for Kanye. In this tour, ingeniousness was
is part of the scenery, creating a series of
maximized; there were no creative boundaries, and certainly not
shapes and textures throughout the concert.
¿QDQFLDO Forbes reported that Kanye alone is making U$ 1 million per show.
The result is a breathtaking experience that transcends the power of live ac-
Here, Kanye’s, Vanessa’s, and Maison Martin Margiela’s vi-
tion: the image also surprises in pictures
sions complement each other. The Belgian label, linked to fashion
in magazines and newspapers and home
avant-garde, chose iconic articles from its history and reproduced
videos on YouTube.
them to match Vanessa Beecroft’s performatic settings. There are
Like it or not, Yeezus is a lesson of
ten haute-couture items, 20 ready-to-wear, and exclusive pairs of
contemporaneity and vigor that brings to
sneakers. Silk pants, large overcoats, jackets and sneakers, next to
mind one of Kanye’s statements: “We are
four masks covered in jewels, mirrors or tiles, trace an image that
the real rock stars, and I am the greatest
instantly translates into power and strength.
of them all”.
With Vanessa, Kanye has worked in various projects, including short musical Runaway, 2010, album My Beautiful Dark Twisted Fantasy, and at Art Basel, in Miami. Vanessa created the live installation with 12 dancers and was also the tour’s artistic director. The
-INSTAGRAM: @KANYEWEST
KANYE WEST + VANESSA BEECROFT + MAISON MARTIN MARGIELA
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MUSIC
KANYE WEST + VANESSA BEECROFT + MAISON MARTIN MARGIELA
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MUSIC
KANYE WEST + VANESSA BEECROFT + MAISON MARTIN MARGIELA
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MUSIC
KANYE WEST + VANESSA BEECROFT + MAISON MARTIN MARGIELA
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MUSIC
Like it or not, Yeezus is a lesson of contemporaneity and vigor that brings to mund one of Kanye’s statements: “If I said I am not a genius, I’d be lying to me and to you”
How hip-hop swallowed fashion
Bling Days By Gabriel Marchi
A
n earthquake shook the fash-
The same does not apply to Kanye.
the copycat, they began suing the design-
ion world in 2014. The epicen-
After all, the rapper is a trendsetter. Heâ&#x20AC;&#x2122;s
er repeatedly. As a result, the goods were
ter was the cover of American
JRW VW\OH Âą ZKLFK LV GLĚ&#x2020;HUHQW WKDQ EHLQJ
apprehended by local police on several
Vogueâ&#x20AC;&#x2122;s April issue. After much specu-
ZHOO GUHVVHG ZH PLJKW DGG Âą LQĂ&#x20AC;XHQFH
occasions. â&#x20AC;&#x153;They use vinyl. I use leatherâ&#x20AC;?,
lation, the magazine chose rapper Kanye
he was an intern at Fendi, and is a reg-
heâ&#x20AC;&#x2122;d say mockingly. In the 1990â&#x20AC;&#x2122;s, up to
West and his then bride-to-be â&#x20AC;&#x201C; now
ular attendee at fashion shows in New
his head in law suits involving copyright
wife â&#x20AC;&#x201C; Kim Kardashian to star on the
York, Paris, London, and Milan. Heâ&#x20AC;&#x2122;s seen
violation, Dan shut down the business.
cover shot by Annie Leibovitz. Fashion-
posing next to famous designers, has his
Into the future, around the year 2000,
istas were quick to react, expressing re-
own clothing line, and is in tune with re-
the two worlds started to come closer.
volt and despise on the social networks.
nowned artists and architects. Kanye is a
2QH RI WKH ÂżUVW WR QRWLFH WKLV ZDV (PLO
For the first time, Vogueâ&#x20AC;&#x2122;s all-mighty ed-
walking trend bureau. Watch out WGSN!
Wilbekin, former editor-in-chief of Vibe
itor-in-chief Anna Wintourâ&#x20AC;&#x2122;s choice was
Therefore, there is nothing more appro-
magazine, dedicated to African American
second-guessed by readers.
priate than placing him on the front cover
FXOWXUH IRU RYHU \HDUV Âł>5DSSHU@ 3XĚ&#x2020;
of Vogue. And thatâ&#x20AC;&#x2122;s that.
Daddy sells way more than [designer] Do-
What confused audiences, however, was not so much the rapperâ&#x20AC;&#x2122;s being
Thirty years ago, the same would have
natella Versace. It makes total sense that,
on the cover, even if that was unprec-
been unimaginable. From the beginning
at some point, people like her would real-
edented, but Kardashianâ&#x20AC;&#x2122;s presence â&#x20AC;&#x201C;
of the 1980â&#x20AC;&#x2122;s to the end of the 1990â&#x20AC;&#x2122;s,
ize thatâ&#x20AC;?, he concluded back in 2003, when
the star of reality shows and a sex tape
fashion and hip-hop were in full collision.
Italian designer became a favorite among
who had, up to that point, been sol-
Hip-hop pioneer and designer from Har-
American MCs and rappers in award cere-
emnly ignored by mainstream editors
lem Dapper Dan would customize cloth-
monies and began to incorporate hip-hop
and stylists. According to them, Kim
ing articles for artist like Salt â&#x20AC;&#x2DC;Nâ&#x20AC;&#x2122; Pepa and
elements in her collections.
lacks taste and is not within the right to
rapper LL Cool J, adding and mixing logos
Today, 2014, we can say that fashion
occupy the most valuable and coveted
of brands such as Chanel, Prada, and Lou-
and hip-hop are living a honeymoon. Tra-
fashion editorial space on the planet.
is Vuitton to customers liking. Enraged by
ditional brands and maisons de couture,
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BEHAVIOR
BLING DAYS
Prince Williams/Getty Images
Gold, cigar and champagne: rapper Jay-Z wears Givenchy sweatshirt at So So Defâ&#x20AC;&#x2122;s party, in Atlanta
FFWMAG 37
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BEHAVIOR
BLING DAYS
Michael Ochs Archives/Getty Images
Icon in the 1980’s, Run DMC influenced a generation with song “My Adidas” and turned the German label into an object of desire
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BEHAVIOR
BLING DAYS
Texan rapper Z-Rio in photo of the series Houston Rap, by Peter Beste. The oversized t-shirt and the golden chains became a hip-hop trademark
FFWMAG 37
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BEHAVIOR
BLING DAYS
ImaxTree
Clothes of wide proportions used by rappers influenced Givenchy’s Ricardo Tisci, and the label’s Rottweiler print became a worldwide hit, including among rappers. Men’s winter collection 2011, Paris
FFWMAG 37
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BEHAVIOR
BLING DAYS
â&#x20AC;&#x153;hip-hop, and its obsession with possession, tries to deny the idea that one is so inconsequential economically that one doesnâ&#x20AC;&#x2122;t exist in societyâ&#x20AC;? frightened by the crisis in Europe, search
Appropriation is a strong feature of
for demographic markets previously ig-
hip-hop, starting with the beat and vi-
nored. And what a market! According to
nyl samples from soul, funk, and rock,
Historically, rappersâ&#x20AC;&#x2122; fixation with
the book Free Stylinâ&#x20AC;&#x2122; (Hip Hop in Amer-
which are the foundation of rap. In his
blings is also a case for study and, even-
ica), from researcher Elena Romero,
thesis Hip-Hop: Culture and Politics in
tually, criticism. For Questlove, musician
streetwear industry dedicated to hip-hop
SĂŁo Paulo, anthropologist JoĂŁo Batista
of American band The Roots, obsession
moves, annually, U$ 192 billion.
de Jesus FĂŠlix, from USP, shines a light
with ostentation has its roots in a his-
humble upbringing, while selling hats and other accessories of his own label.
Among the brands that benefited the
on the matter quoting ethnologist Claude
torical trauma from the slavery period.
most from the association with hip-hop
LĂŠvi-Staussâ&#x20AC;&#x2122; The Wild Mind, from 1978:
â&#x20AC;&#x153;When the slaves were freed, they began
is Givenchy, French label founded in
â&#x20AC;&#x153;The characteristic of mythical thought,
to exist not only politically, but also eco-
1952 by Hubert de Givenchy â&#x20AC;&#x201C; famous for
like bricolage, in practical terms, is to
nomically. Ownership was a way to assert
dressing Audrey Hepburn. The brandâ&#x20AC;&#x2122;s
develop structured sets, not unlike other
their existence â&#x20AC;&#x201C; therefore, possessing
current cover girls in nothing resemble
structured sets, but using residues and
many things would prove you really exist-
Holly Golightly. In 2013, just to name an
fragments of events [â&#x20AC;Ś] fossil witnesses
ed. Hip-hop, and its obsession with pos-
example, designer Ricardo Tisci created
of a manâ&#x20AC;&#x2122;s or a societyâ&#x20AC;&#x2122;s history. In a way,
session, tries to deny the idea that one is
the costumes worn by Rihanna during
the relationship between diachrony and
so inconsequential economically that one
a tour. The flamboyant sweatshirts, al-
synchrony is, thus, reversed: the myth-
doesnâ&#x20AC;&#x2122;t exist in society.â&#x20AC;?
ways matched with sumptuous sneakers,
ical thought, this bricoleur, elaborates
The cover of Vogue says a lot about
are a must-have item, as well as the Rot-
structures ordering events, or rather the
how much hip-hop has conquered with-
weiller print T-shirt, in the closet of nine
residue of eventsâ&#x20AC;?.
in the fashion industry in the last de-
out of ten hip-hop artists. Itâ&#x20AC;&#x2122;s no wonder
Fashion, in its turn, has been bor-
cade. However driven by economic forc-
that rappers like Swizz Beatz, P. Diddy,
rowing from the streets for a long time.
es, it consolidates as a fashion image an
and Jay-Z are often seen on Givenchyâ&#x20AC;&#x2122;s
In the 1990â&#x20AC;&#x2122;s, Chanel paraded models
aesthetic built throughout 30 years and
first row. In rap Olympus, flaunting
wearing thick chains. Versace adopted
preserved by generations of artists and
fashion information is equally or more
bomber jackets and pantaloons used
fans with an unpaired authenticity im-
important than having the money to buy
by MCs from Queens, with their giant
possible of being replicated by a market-
luxury. This change represents an im-
hoops and Afro hairstyle. Streetwear
ing department.
portant break of paradigm regarding the
brands such as Adidas and Nike, who
A quote from rapper Schoolly print-
â&#x20AC;&#x153;street credâ&#x20AC;?. In order to gain the respect
did everything they possibly could to
ed on Spin magazine, in 1986, still reso-
of your pairs, you need to understand
distance themselves from hip-hop, to-
nates: â&#x20AC;&#x153;White people think the chains are
the â&#x20AC;&#x153;intelligenceâ&#x20AC;? of what you wear.
day embrace the movement. In Brazil,
to show youâ&#x20AC;&#x2122;re richer, when in fact is a
The concept of â&#x20AC;&#x153;copying to customizeâ&#x20AC;?
brands like Alexandre Herchcovitch,
tradition that comes from Africa. Gold is
invented by Dapper Dan was reproduced
AmapĂ´, Osklen, and JoĂŁo Pimenta have
for warriors. Hip-hop artists have many
by dozens of rappers. Jay-Z owns Roc Na-
incorporated, even if only indirectly, el-
battles to fight. We need to stand tall and
tion. Pharrel, besides being a fashion icon
ements of hip-hop culture.
say we are winning battles. That is why
â&#x20AC;&#x201C; his hat, also his trademark, is a collec-
Another recent echo of hip-hop in
tion item signed by Vivienne Westwood
Brazil came through ostentation funk,
â&#x20AC;&#x201C;, owns Icecream Clothing. P Diddy owns
recent musical phenomenon born in the
Sean John. And the list goes on with Nel-
outskirts of SĂŁo Paulo and captained by
ly (Vokal), Eminem (Shady Limited), Lil
MC GuimĂŞ. Singing about cars, sneakers,
:D\QH 7UXNÂżW DQG :X 7DQG &ODQ :X
and label sunglasses, he could easily be a
Wear), among many others. These multi-
disciple of group Run DMC, for using the
million businesses comprehend not only
same language established with song â&#x20AC;&#x153;My
clothes, but also accessories, fragrances,
Adidasâ&#x20AC;?. Just like American rappers, Gui-
sneakers, and design objects.
mĂŞ talks to his fans about success and his
FFWMAG 37
119
we wear blingsâ&#x20AC;?. Thirty years later, it is a relief to state that some battles have already been won.
BEHAVIOR
Karol Her name is party
I
â&#x20AC;&#x153;
decide everything that is going to hap-
daiaâ&#x20AC;? (â&#x20AC;&#x153;party timeâ&#x20AC;?) and â&#x20AC;&#x153;Que DelĂciaâ&#x20AC;?
pen in my career; I am my own styl-
(â&#x20AC;&#x153;deliciousâ&#x20AC;?) was that no, itâ&#x20AC;&#x2122;s not wrong to
ist, makeup artist â&#x20AC;&#x201C; and I want people
have a goodtime. â&#x20AC;&#x153;When I started out, a lot
to feel that in my musicâ&#x20AC;?, explains Karol
of people told me I was doing everything
ConkĂĄ, 27, about the current stands of her
wrong. Why? Because I wasnâ&#x20AC;&#x2122;t doing more
artistic career, which began when she was
RI WKH VDPH 7RGD\ UDS LV QRW PRUH RI WKH
16. More than venturing into an essentially
same, itâ&#x20AC;&#x2122;s a constant innovation.â&#x20AC;?
alternative scene â&#x20AC;&#x201C; in Curitiba, out of the
Batuk Freak KHU ÂżUVW DOEXP
axis Rio-SĂŁo Paulo â&#x20AC;&#x201C;, she embarked in a
was welcomed positively by audiences
universe that, up to that point, didnâ&#x20AC;&#x2122;t deal
and, especially, critics â&#x20AC;&#x201C; but she is careful
well with female artists: hip-hop. In addi-
in analyzing her trajectory. â&#x20AC;&#x153;It was only
tion, that crowd didnâ&#x20AC;&#x2122;t see her joy with the
WKH ÂżUVW DV D PDWWHU RI IDFW LW KDVQÂśW HYHQ
same excitement as she did.
happened yetâ&#x20AC;?, she ponders. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s taking
Âł,W XVHG WR EH PRUH GLĚ&#x2021;FXOW 7KH\ ZHUH
LWV ÂżUVW VWHSV LWÂśV D EDE\ /RWV RI SHRSOH
very narrow-mindedâ&#x20AC;?, she says. â&#x20AC;&#x153;I was
donâ&#x20AC;&#x2122;t know it.â&#x20AC;? And she adds: â&#x20AC;&#x153;I donâ&#x20AC;&#x2122;t
seen as an alien: â&#x20AC;&#x2DC;Oh, sheâ&#x20AC;&#x2122;s nutsâ&#x20AC;&#x2122;, â&#x20AC;&#x2DC;look at
want fame, I want successâ&#x20AC;?.
her talking shitâ&#x20AC;&#x2122;. I was saying what people
7KLV \HDU VKH IDFHV DQRWKHU ORQJ WRXU
say today [in music], but at that time it was
LQ (XURSH KHU VHFRQG /DWHU VKH ZLOO VWDUW
hard for people to understand.â&#x20AC;? What Kar-
to think about her second album, which
ol preached about in songs such as â&#x20AC;&#x153;Gan-
LV H[SHFWHG WR EH ODXQFKHG LQ WKH ÂżUVW VH-
STYLING CHIALIN CHIANG BELEZA RAFAEL MELO (CAPA MGT)
ConkĂĄ By Paulo Terron :: Photo MĂĄrio Daloia
mester of 2015, in addition to 15 monthly performances in Brazil and taking care of her son, Jorge. 7R NHHS WKH UK\WKP .DURO KDV WKH KHOS of something she developed throughout the last decade. â&#x20AC;&#x153;I learned how to be disciplinedâ&#x20AC;?, she tells. â&#x20AC;&#x153;I need to be better organized and prevent my brain from atrophying, as a matter of speak. I had to be more mature.â&#x20AC;? Organization is only not essential in one aspect: â&#x20AC;&#x153;Creating music, to me, is basic. I about doing it, and I do itâ&#x20AC;?. -FACEBOOK.COM/KAROLCONKA
t-shirt and jacket ADIDAS ORIGINALS boots CAVALERA tai dai socks and accessories ARTISTâ&#x20AC;&#x2122;S PERSONAL COLLECTION
Lykke Li She participated in David Lynch’s album, posed for Swedish apparel label Acne, and is in Terrence Malick’s new film
Reproduction
By João Lourenço
LYKKE LI
L
ykke Liâ&#x20AC;&#x2122;s mother used to think she
makes a comeback and launches her best
and has participated in the album The Big
couldnâ&#x20AC;&#x2122;t have children. But, after
album so far: I Never Learn.
Dream RI ÂżOP GLUHFWRU 'DYLG /\QFK 7KH
spending some time at a Tibetan
The sound of solitude: â&#x20AC;&#x153;In this album,
list of collaboration is not limited to music.
village, in the beginning of the 1980â&#x20AC;&#x2122;s, she
I tried to go as deep as I could. I replaced
After posing for Swedish apparel compa-
ZDV VXUSULVHG WR ÂżQG KHUVHOI SUHJQDQW ZLWK
the songs several times. At the end, I real-
ny Acne, she is getting ready to launch her
Lykkeâ&#x20AC;&#x2122;s older sister, now a designer based
ized the changes I was making were like a
ÂżUVW FORWKLQJ DQG DFFHVVRULHV OLQH 7KH LQYL-
in New York. Soon came the second daugh-
defense. I wasnâ&#x20AC;&#x2122;t ready to let go of the re-
tation came from & Other Stories, label of
ter: Lykke Li Tomtej Svensson.
cord, so I kept editing it. I had never gone
the fast fashion group H&M. Fan of John
Lykke was born on March 18, 1986, a
through that road before. It was a myste-
Cassavetes and Ingmar Bergman, Lykke
month after the nuclear disaster in Cher-
rious and quite private journey. No musi-
DOVR LQYHVWV LQ ÂżOP ,Q 0DUFK (XURSHDQ
nobyl, Ukraine. Fearing the radiation
cian in particular inspired me. I was more
audiences followed her debut as an actress
waves that threatened the west of Sweden,
interested in sound landscapes: the sound
in the drama Tommy, by Tarik Saleh, who
her parents abandoned the farm where
of solitude, of regretâ&#x20AC;?.
has directed many of Lykkeâ&#x20AC;&#x2122;s music videos.
they lived, south of Stockholm, and left
Filled with deep and melancholic bal-
She also shares the screen with actors Ryan
on a long journey around the world. After
lads, I Never Learn LV WKH ÂżQDO FKDSWHU RI
Gosling and Natalie Portman in Knight of
having been in Morocco, Nepal, India, and
a trilogy and, according to Lykke, an album
Cups, Terrence Malickâ&#x20AC;&#x2122;s latest feature. Cur-
New Zealand, the family settled down in
that doesnâ&#x20AC;&#x2122;t allow for excesses; and she
rently in post-production, the movie tells
Portugal and, at last, returned to Sweden.
doesnâ&#x20AC;&#x2122;t lighten the feeling of post break-
the story of Austinâ&#x20AC;&#x2122;s musical scene.
Citizen of the world: â&#x20AC;&#x153;My parents didnâ&#x20AC;&#x2122;t
up abandonment. Just check out the track
Malick: â&#x20AC;&#x153;If someone is interested in
raise me to be â&#x20AC;&#x2DC;Swedishâ&#x20AC;&#x2122;. My mom used to
list: â&#x20AC;&#x153;Sleeping Aloneâ&#x20AC;?, â&#x20AC;&#x153;Never Gonna Love
telling stories from the heart, it is impossi-
say the world was too big for me to be stuck
Againâ&#x20AC;?, â&#x20AC;&#x153;Heart of Steelâ&#x20AC;?.
EOH WR VWD\ DZD\ IURP ÂżOP 7HUUHQFH 0DOLFN
in such a small and cold country. Travel-
Inspiration: â&#x20AC;&#x153;Writer Joan Didion was a
ling with my parents as a child helped me
great inspiration to me. I feel a connection
gave me so much freedom that it ended up
XQGHUVWDQG WKH SDLQ DQG VXĚ&#x2020;HULQJ RI RWKHU
to the strength and despair of her hero-
At 28, Lykke Li is the kind of artist that
cultures, and that, naturally, contributed
ines. Writing is a necessity; itâ&#x20AC;&#x2122;s my life in
doesnâ&#x20AC;&#x2122;t make concessions. She writes songs
to my musicâ&#x20AC;?.
teaching me how to me more disciplinedâ&#x20AC;?.
so many levels. As Joan says, sometimes
for herself, to scare away her own demons.
During her adolescence, Lykke studied
we forget everything we thought we would
Power as an artist: â&#x20AC;&#x153;There is a fascination
ballet and modern dance. Later, she en-
never forget. My goal with this record was
around the idea of talent. I donâ&#x20AC;&#x2122;t care about
rolled in a government music school for low
not to make peace with the past, but, may-
glamour; I know that my power as an artist
income students and joined a gospel choir.
be, that was the outcomeâ&#x20AC;?.
lies in my ability to connect with audiences.
Following her motherâ&#x20AC;&#x2122;s advice, she saved
The album was produced by BjĂśrn Yt-
Today, there is little or no division between
the money she made working at a nursing
tling, from Peter Bjorn and John group,
art and marketing. We are losing sight of
home and selling roses in the streets of
and Greg Kurstin, who has previously
how to keep them apart. My only goal is to
Stockholm and used it to buy her freedom:
worked with Ellie Goulding, Kelly Clark-
write for myself and, as a result, to those who
a one-way ticket to New York. She spent
son, and Pink. After writing songs so close
DUH WUXO\ FRQQHFWHG WR P\ LGHDV´ Â&#x2021;
some time in Brooklyn until she went back
to her, Lykke considers herself a â&#x20AC;&#x153;survivorâ&#x20AC;?
--
to Sweden, where, in 2008, she launched
â&#x20AC;&#x201C; and thaâ&#x20AC;&#x2122;st how she feels every time she
LYKKELI.COM | INSTAGRAM: @LYKKELI
KHU ÂżUVW UHFRUG Youth Novels.
stands before an audience.
Two years after her debut in the indie
A shot of whiskey: â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s like being in
scene, Lykke put her name on the map
trance. It is the opposite of my reality when
of pop music with the album Wounded
I am writing. How can someone listen and
Rhymes. The single â&#x20AC;&#x153;I Follow Riversâ&#x20AC;? sold
VXĚ&#x2020;HU ZLWK WKHLU VRQJ DIWHU EHLQJ H[KDXVW-
more than 1 million copies in Europe alone
ed by the creation process? Itâ&#x20AC;&#x2122;s beyond my
and, recently, was in the soundtrack of
understanding! A shot of whiskey helps me
movies Blue is the Warmest Color and Rust
face all that. In a way, singing to crowds
and Bone. After a three year gap â&#x20AC;&#x201C; most of
songs that I wrote alone is catharticâ&#x20AC;?.
which spent sleeping on friendsâ&#x20AC;&#x2122; couches
Lykke has shared the stage with the
while recovering from a breakup â&#x20AC;&#x201C;, Lykke
likes of Kanye West, Robyn, Kings of Leon,
FFWMAG 37
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MUSIC
OSGEMEOS
Art-manifesto, art-delirium, art as a dialogue By Marcos Guinoza :: Photo Eudes de Santana :: Styling Michael Vendola
OTĂ VIO Jacket personal collection and pants ELLUS :: GUSTAVO sweatshirt personal collection and overalls ELLUS
FFWMAG 37
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ART
I THINK
T
he headline reads: â&#x20AC;&#x153;Another work from OSGEMEOS is erased in SĂŁo Pauloâ&#x20AC;?. Another one. Three others had the same destiny in 2013; a few days after they were painted, they disappeared under the gloomy and harsh brushstrokes of
gray applied by government agents. In SĂŁo Paulo, dreaming is illegal; drawing new possibilities is a crime; coloring the ugly city walls, forbidden. In SĂŁo Paulo, everything is gray, and gray they will remain until power is taken over by imagination. â&#x20AC;&#x153;SĂŁo Paulo is chaosâ&#x20AC;?, say OtĂĄvio and Gustavo Pandolfo, the twins of the duo OS*(0(2 7KHLU JUDĚ&#x2021;WL KDV EHHQ V\VWHPDWLFDOO\ HUDVHG IURP 6mR 3DXOR FLW\ ZDOOV $Fcording to them, SĂŁo Paulo is not a common place. It is a place of birth, dwelling, and creative impulse. It is where they, in the beginning, crated a style and a world of their own â&#x20AC;&#x201C; playful and poetic, provocative and familiar; a world inhabited by yellow beings in colorful garments and balaclavas, where the statement against social injustices meets the fantasy and the will to create alternative realities. 26*(0(26 ZHQW IURP GUDZLQJ RQ SDSHU WR ZDOOV WR JDOOHULHV 7KH\ FRXOG OLYH RĚ&#x2020; the celeb conquered on the galleries, high ground of contemporary art, where their paintings are worth thousands of dollars, but the duo came from the streets, have the spirit from the streets, and whenever they feel challenged, that is where they go back, to express ideas, questionings, and outrage. In one of their interventions, in the midst of the riots that shook Brazil in June 2013, they wrote â&#x20AC;&#x153;vinegar is a crimeâ&#x20AC;? on a cracked concrete wall in SĂŁo Paulo. They were soon erased. 5HQRZQHG DUWLVWV IURP DEURDG DQG %UD]LO Âą DEURDG FRPHV ÂżUVW EHFDXVH %UD]LO XVXDO-
ly takes its time in recognizing its own talents â&#x20AC;&#x201C;, OSGEMEOS took their art to the next level by adding light, sound, and movement to their work. In their most recent sole exhibition, A Ă&#x201C;pera da Lua (The Moon Opera, in English), 30 paintings, three sculptures, one musical installation, and a 3D video installation occupy gallery Vilaça, in SĂŁo Paulo. This wide range of technique and outlets make up the thorough, colorful, and oneiric universe created by the twins. This world, we might add, is in permanent expansion, reaching unexpected levels. For two kids who began their course in the streets, scribbling on the city walls after being abducted by hip-hop culture back in the 1980â&#x20AC;&#x2122;s, OSGEMEOS reached a level they QHYHU GUHDPHG RI WKH WURSRVSKHUH 7KHLU \HOORZ VNLQQHG FKDUDFWHUV QRZ Ă&#x20AC;\ KLJK DQG IUHH WKURXJK %UD]LOÂśV DLUVSDFH 6LQFH -XQH D %RLHQJ FRYHUHG LQ WKHLU JUDĚ&#x2021;WL DUW ZRUN cuts through Brazilian skies exhibiting on it fuselage the twinsâ&#x20AC;&#x2122; art-manifesto, art-delirium, art made up by magical beings in the midst of folkloric feasts, fantastic nature, or on WKH EDWWOH ÂżHOG FU\LQJ IRU IUHHGRP HTXDOLW\ LQ RSSRVLWLRQ WR WKH IDGLQJ DQG GHFLGXRXV â&#x20AC;&#x153;policy of grayâ&#x20AC;?. Bellow, OtĂĄvio and Gustavo Pandolfo reveal what OSGEMEOS think about ten subjects proposed by FFWMAG. When they speak, they are brief and concise. It must be because their main way of expressing themselves has always been drawing â&#x20AC;&#x201C; and thatâ&#x20AC;&#x2122;s how they communicate with the world since their childhood. -OSGEMEOS.COM.BR | INSTAGRAM: @OSGEMEOS | FORTESVILACA.COM.BR
FFWMAG 37
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ART
OSGEMEOS
STREET
Occupy. Sテグ PAULO
Chaos. GRAFFITI
Our way to use the city, transforming and altering daily life. INSPIRATION
Life, dreams, friends, family, love, hate, travels, challenges, sex, music, art, food, curiosities, hip-hop, truth, graffiti窶ヲ GOD
Light.
Otテ。vio FFWMAG 37
126
ART
I THINK
CONTEMPORARY ART
We prefer timeless art; art as a dialogue. FAME
In truth, we are focused in our work more and more every day. Fame is just a consequence, not a goal. DRUGS
We are not users. FASHION
We love to draw and create clothes and other articles for our characters. Maybe one day weâ&#x20AC;&#x2122;ll put on a fashion show with them! FUTURE
Now.
Gustavo FFWMAG 37
127
ART
Adolescence according to Gia Coppola By João Lourenço
Gia Coppola likes to observe; she feels more comfortable hanging in the background; she rather not be watched. Her discrete persona, a trade from infancy, hints that she was more inclined to direct than to act, watch than being watched. But directing a long feature film requires a large amount of courage, especially for someone who carries the last name of one of Hollywoodâ&#x20AC;&#x2122;s most illustrious clan.
G
ia is the granddaughter of Fran-
on his youth, Palo Alto, was one of the
FLV )RUG &RSSROD QLFH RI 6RÂżD
ideas. And I took up the challenge. He gave
Coppola, and has family ties with
me complete freedom to adapt the stories
RWKHU UHQRZQHG SHUVRQDOLWLHV LQ WKH ÂżOP industry: Nicolas Cage, Roman Coppola, Jason Schwartzman, Talia Shire.
and turn the book into a movieâ&#x20AC;?. Born to costume designer Jacqueline de La Fontaine, Gia is short to Gian-Car-
The heavy branches of her family tree
OD QDPH RI KHU IDWKHU ÂżOP SURGXFHU *L-
is quite intimidating, as she admits, but
an-Carlo, who died in a speedboat acci-
WKH ÂżOP GLUHFWRU RYHUFDPH KHU IHHOLQJV RI
dent in May 1986, when Jacqueline was
LQVHFXULW\ DQG WKLV \HDU ODXQFKHV KHU ÂżUVW
just in the beginning of her pregnancy.
feature, Palo Alto, based on Palo Alto:
Before her debut as a movie director, Gia
Stories, a series of short stories written by
studied photography at Bard College, in
actor James Franco.
New York. After graduating, she signed
Gia: Âł, KDG MXVW ÂżQLVKHG FROOHJH ZKHQ ,
ad campaigns for Opening Ceremony and
met James. At the time, I was still trying to
other department stores, worked as a cos-
ÂżJXUH RXW ZKDW ZDV QH[W -DPHV DVNHG PH
tume assistant in the movie Somewhere
to see my photographs and liked them, and
GLUHFWHG E\ 6RÂżD &RSSROD DQG DV
then told me he wanted us to collaborate
an artistic adviser in some of her grandfa-
somehow. The book of short stories based
therâ&#x20AC;&#x2122;s projects.
Actress Emma Roberts plays April, a teenager who is tangled up with James Francoâ&#x20AC;&#x2122;s character in Palo Alto
Tribeca Films
GIA COPPOLA
Tribeca Films
Despite her last name, Gia struggled to
Gia: â&#x20AC;&#x153;I was very frustrated with current
Gia: â&#x20AC;&#x153;I smoked and drank a lot too. I re-
ÂżQG LQYHVWRUV WR VKRRW Palo Alto. Producers
movies about teenagers. I wanted to make
PHPEHU PL[LQJ DOO NLQGV RI EHYHUDJHV Âą WKH
were not fully convinced of her choices, who
something like The Last Picture Show and
sole purpose was to get drunk. Now, I worry
was adamant about using new actors, such
$PHULFDQ *UDĚ&#x2021;WL, in which young people
when I see teenagers driving drunk, becau-
as Jack Kilmer, Val Kilmerâ&#x20AC;&#x2122;s son. After a
act as such.â&#x20AC;?
se they are a part of these fearless craziness
IHZ IUXVWUDWHG DWWHPSWV RI ÂżQDQFLQJ ZKR
The soundtrack by Deb Hynes and Ro-
which is adolescence. I feel that, at that age,
ended up bankrolling the production was
bert Schawrtzman sets the tone for the mo-
HYHU\WKLQJ LV WDNHQ WR H[WUHPHV EHFDXVH
James Franco himself, who took the money
YLH DQG IRU WKH ÂżUVW VH[XDO DGYHQWXUHV DQG
you still donâ&#x20AC;&#x2122;t get the repercussions of your
he received from Homefront and gave it to
frustrations of its characters.
actions. You say things you think you are su-
Gia. The actor also stars in the feature in the
Gia: â&#x20AC;&#x153;When I began shooting, I was
pposed to say, but itâ&#x20AC;&#x2122;s not how you really feelâ&#x20AC;?.
role of a youth soccer coach infatuated with
distant enough from my adolescence. The
In its international debut, at Telluride
teenage girls who is tangled up with Emma
feeling of nostalgia allowed me to look
Film Festival, where Francis Ford Coppola
Robertsâ&#x20AC;&#x2122; â&#x20AC;&#x201C; Julia Robertsâ&#x20AC;&#x2122; nice â&#x20AC;&#x201C; character.
back and understand more about that
was present to honor his granddaughter,
Gia: â&#x20AC;&#x153;The team that worked in this pic-
strange and uncomfortable time of tran-
Palo Alto was the recipient of enthusiastic
ture is the same that already worked with
sition from adolescence to adult life. It is
critiques â&#x20AC;&#x201C; another sign of the talent that
PH ,Q D ZD\ WKLV ZDV WKH ÂżUVW ELJ SURMHFW IRU
that moment when you realize adults are
runs in the family Coppola.
all of us, from the art director to the actors.
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--
,Q VSLWH RI WKH GLĚ&#x2021;FXOWLHV RI VKRRWLQJ ZLWK D
Everyone goes through that, no matter
INSTAGRAM: @MASTERGIA
small budget, the enthusiasm on the set was
where they come from. During the produc-
contagious. We didnâ&#x20AC;&#x2122;t even have trailers. We
tion, I learned that these cycles of changes
ÂżOPHG LQ P\ PRPÂśV DQG 9DO .LOPHUÂśV KRXVH
never endâ&#x20AC;?.
, GLGQÂśW NQRZ ZKDW WR H[SHFW , RQO\ JUDVSHG what I had in my hands after editingâ&#x20AC;?.
Giaâ&#x20AC;&#x2122;s camera allows breathing room for the characters, and doesnâ&#x20AC;&#x2122;t pointing
Palo Alto narrates the lives of a trou-
ÂżQJHUV 6KH FDSWXUHV WKH LPSXOVHV RI DGR-
bled group of teenagers in California, the
lescent anguish in dialogues that can be
parties, hang outs, and passions.
overheard on any street.
FFWMAG 37
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FILM
Director Sophia Coppola, on the right. In the page on the left, scenes from the movie Palo Alto , in which teenagers became delinquents simply out of boredom. Alcohol, drugs and the obsession with sex are a part of the teenagersâ&#x20AC;&#x2122; lives
IMAGE TREATMENT BRUNO REZENDE FASHION PRODUCTION INGRID HALPERN AND ORAIDE OLIVEIRA CASTING BILL MACINTYRE MODELS GUSTAVO ALVES (WAY), LUCAS DAMBROS (L’EQUIP), IGOR CAJÁ AND CAIAN MARONI (ELIAN GALLARDO), ADRIANO RUCHINSKI (ROCK), ISABELA EING AND DAIONARA ZWICKER (KEEMOD), CIBELE RAMM (FORD) FIRST PHOTOGRAPHY ASSISTANT SANDOR KISS PHOTOGRAPHY ASSISTANTS MARCOS JOSÉ, RODOLFO GOUD AND ALTAMIRO PRATES FASHION PRODUCTION ASSISTANT LETÍCIA ROXO BEAUTY SILVIO GIORGIO (CAPA MGT) BEAUTY ASSISTANTS MARILIO BITARELLO, ALLAN JHONNES, FLAVIO LACERDA, RICARDO VIEIRA AND GUSTAVO ROCHA ACKNOWLEDGEMENT MARCELO NASCIMENTO SPECIAL ACKNOWLEDGMENT SANDOR KISS FOR THE COURTESY PICTURES
take a walk on the wild side Lou Reed
Photo Zee Nunes :: Styling Daniel Ueda :: Beauty Silvio Giorgio
Daionara top, jacket and pants VITORINO CAMPOS
Lucas shorts À LA GARÇONNE
Caian pants LEVI’S shirt TRITON kerchief ROBER DOGNANI
Isabela jacket GRALIAS pants COCA-COLA JEANS shoes ROBER DOGNANI
Adriano vest FKAWALLYS pants DIESEL boots ELLUS socks AMERICAN APPAREL Igor jacket MINHA AVÓ TINHA over vest ESPAÇO FASHION pants JOHN JOHN DENIM boots SHOESTOCK socks AMERICAN APPAREL
Cibele jacket ALE BRITO
Cibele jacket COCA-COLA JEANS body TRIYA
Cibele body TRIYA pants JEANSERIA t-shirt B.LUXO shirt FKAWALLYS ankle boot LILLY’S CLOSET Caian pants LEVI’S shirt AMARRADA TRITON kerchief ROBER DOGNANI boots MINHA AVÓ TINHA socks AMERICAN APPAREL Gustavo pants DIESEL plaid shirt ELEMENT vest DOPPING shirt JEANSERIA boots DTA socks AMERICAN APPAREL
Lucas shorts À LA GARÇONNE
Cibele dress ROBER DOGNANI shirt TRITON pants LANÇA PERFUME sneakers CAMPER POR BERNHARD WILLHELM Daionara dress ROBER DOGNANI shirt TRITON socks AMERICAN APPAREL sneakers CAMPER POR BERNHARD WILLHELM Isabela dress ROBER DOGNANI shirt TASSA socks AMERICAN APPAREL sneakers CAMPER POR BERNHARD WILLHELM
Caian jacket FELIPE FANAIA over jacket LACOSTE shorts MARCELU FERRAZ sneakers ADIDAS ORIGINALS BY JEREMY SCOTT
Igor shirt COLCCI tank top DANILO COSTA flares ADIDAS sneakers NIKE BY RICCARDO TISCI
Lucas vest and skirt HERCHCOVITCH;ALEXANDRE legging R. GROOVE boots ELLUS
Cibele blouse VITORINO CAMPOS sweatpants ADIDAS ORIGINALS shoes ROBER DOGNANI
Adriano vest HERCHCOVITCH;ALEXANDRE bandana stylistâ&#x20AC;&#x2122;s collection
Gustavo jacket R. GROOVE t-shirt KING CAP shorts and socks R. GROOVE boots ELLUS Lucas sweatshirt, shorts and leggings R. GROOVE boots ELLUS
Adriano jacket DIESEL
Gustavo pants DIESEL shirt ELEMENT vest DOPPING shirt JEANSERIA boots DTA socks AMERICAN APPAREL
Isabela coat TRITON dress ROBER DOGNANI ankle boots CRAVO & CANELA
Daionara jacket FELIPE FANAIA sweatshirt ADIDAS ORIGINALS
Gustavo vest JUSS
Gustavo kimono CAVALERA shirt R. GROOVE over t-shirt OSKLEN pants FKAWALLYS boots ELLUS flags À LA GARÇONNE
Daionara blouse ELLUS
Cibele body TRIYA, pants JEANSERIA t-shirt B.LUXO shirt FKAWALLYS ankle boot LILLY’S CLOSET
Igor vest HERCHCOVITCH;ALEXANDRE
Adriano t-shirt À LA GARÇONNE
Caian jacket and shirt COCA-COLA JEANS
Caian blouse FELIPE FANAIA, shorts CAVALERA
Body in Motion Photo Marcio Simnch :: Styling Thiago Ferraz (AN)
GROOMING FLAVIO LACERDA (CAPA MGT) MODEL PATRICK PIERRE (KEEMOD) FASHION PRODUCTION CAROL ROQUETE AND LUISE FEDERMAN PHOTOGRAPHY ASSISTANTS OTÁVIO GUARINO AND VITOR JARDIM
FFWMAG 37
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FASHION
tunic ALEXANDRE HERCHCOVITCH MEN punho de tric么 usado como gola
trench bomber TRITON t-shirt TRENDT leggings ALEXANDRE HERCHCOVITCH MEN boots TNG
white shirt DOLCE & GABBANA pants JOテグ PIMENTA over leggings NIKE gloves ALEXANDRE HERCHCOVITCH MEN chains TNG
vest ALEXANDRE HERCHCOVITCH MEN chamoix shirt ELLUS over shirt RICARDO ALMEIDA pants TOPMAN chains TNG
tunic ALEXANDRE HERCHCOVITCH MEN punho de tric么 usado como gola
jacket TRITON white shirt DOLCE & GABBANA pants COLCCI gloves ALEXANDRE HERCHCOVITCH belt TOPMAN chains TNG
trench JOテグ PIMENTA shirt ELLUS leggings ALEXANDRE HERCHCOVITCH boots TNG
trench bomber TRITON shirt RICARDO ALMEIDA punho de tric么 usado como gola
trench coat TNG tunic and leggins ALEXANDRE HERCHCOVITCH MEN boots TNG
Red beauty Photography Adriano Damas (beSociety) Beauty Lau Neves (Capa Mgt)
HAIR Mousse 04 (REDKEN) Spray Infinium (L’ORÉAL PROFESSIONNEL) SKIN Le Teint Touche Éclat (YVES SAINT LAURENT) Touche Éclat Radiant Touch (YVES SAINT LAURENT) Select Cover-Up (M.A.C) Translucent Crystal Powder (NARS) Mineralize Skinfinish Natural, Dark, Medium, Light (M.A.C)
EYES A Medley of Mauves / Mineralize Eyeshadow x4 (M.A.C) Albatross Illuminator (NARS) A Waft of Grey / Mineralize Eyeshadow x4 (M.A.C) LIPS Lip Tar / Pretty Boy (OBSESSIVE COMPULSIVE COSMETICS) Lip Tar / Radiant (OBSESSIVE COMPULSIVE COSMETICS) jacket BILLABONG
ARTISTIC MAKEUP 24 colors palette Aquacolor (KRYOLAN) Blush Coeur Battant (NARS) Glitter (M.A.C)
STYLING ANTONIO MULLER BEAUTY ASSISTANT TAYRINE PREVIDELI PHOTOGRAPHY ASSISTANTS CARLOS SALES E DENIS ANES DEAN MOLERO MODEL CIBELE RAMM (FORD)
Karen Fuke, Nicola Formichetti, Brendon Babenzien & Graeme McMillan em conversa com FFWMAG
By Camila Yahn
Karen Fuke Photo Tavinho Costa
KAREN FUKE
When we asked Karen Fuke what makes her snap, she just answered: “I think the right question is what doesn’t make me snap”. That answer says a lot about Karen: someone transparent, grounded, humble, and serious about her work. Karen is 37 and has been at Triton for 14 years. She got the job soon
no one, brings to the runway a youthful energy that seems to be the
after she graduated from Santa Marcelina, in São Paulo, in fashion
Holy Grail of contemporary fashion.
GHVLJQ $V 7X¿ 'XHN¶V DSSUHQWLFH ± WKH OHJHQGDU\ IRXQGHU RI 7ULWRQ
Karen’s father, of Japanese descent, is a PE teacher, while her
DQG )RUXP ± VKH PRYHG XS LQ WKH FRPSDQ\ ZKLOH OHDUQLQJ IURP
mother has ventured into fashion industry as a store owner. Both
him not only about style and product, but also about management
her mother and grandmother always made clothes for her and her
and leadership. In 2007, she was promoted to creative director, job
siblings, tradition adopted by Karen, who has two daughters, ages
VKH VWLOO KROGV ± DQG VKH LV JHWWLQJ EHWWHU DW LW HYHU\ GD\
12 and 7. “I’ve made them skirts, dresses, lots of things.”
Lately, Karen’s shows ahead of Triton at São Paulo Fashion
Below, she talks about her work at Triton, love of music, today’s
Week are always among the strongest each season. She, better than
youth, and how she feels about social networks.
It’s not a habit of mine. I read FFW, for ex-
Blum, who does our soundtracks, also lis-
ample, and other websites and maga-
tens to the same things that I do... And
I joined in 2000, working with denim and
zines I believe make important com-
that’s how I flow.
leather in the style division. I was more
ments. I try to understand what is said,
comfortable with modeling. Denim was
assess, and apply it in a way that can be
What do you like most about working in
new to me and I had a lot of freedom to
useful to the evolution of my work.
a big company?
Tell us about your creative process.
AMC Têxtil (holder of Triton) has always
What’s your story at Triton?
experiment. Tufi gave me room to grow and I did. In 2008, the company was sold and suddenly I didn’t have his support
given me a lot of freedom. Working at a
anymore. But maturity and freedom
NThere isn’t a rule. I am sort of unorga-
company with a big infrastructure has its
where important for me; I had to learn
nized. I’ve always been more intuitive. I
advantages. All kinds of experiments and
how to trail that path alone.
meet with stylist Daniel Ueda and we dis-
developments are possible. Everything
cuss references and save images that we
has to keep turning, nothing can sit there,
Lately, your work has been on the spot-
cross by. I work with him on intuition. Musi-
from fabrics to supplies. There are many
light and Triton’s fashion shows listed
cal reference is also very important to
people working there in order to keep
among the best each season of SPFW.
me. I go online and search for the new
things moving. Of course the pressure ex-
Do you read what journalists and crit-
band, the new hit. Lovefoxxx always sends
ists, just like in any other company.
ics write about them?
me songs that remind her of me. Max
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CONVERSATION
“Young people are well informed up to a point. Their level of knowledge is superficial; few of them know the whole story.”
What is the equation between what we
Today, in fashion, it is impossible to live
You have a Japanese background. Is
see on the runaway and what actually
on the outskirts of what goes on social
Tokyo streetwear or Japanese culture
goes to the stores?
networks. How active are you?
in general recurring influences for you?
For the commercial collection, I use more
I have a Tumblr, Fuke77 (www.fuke77.tum-
Yes. My grandfather is Japanese and my
affordable prints. The way the dresses are
blr.com), which I don’t even talk much
father lived in Japan for a while. That’s
built makes it complicated to produce
about. I don’t have a lot of patience for
when he found out our real last name is
them on a large scale. Cost makes every-
social networks and I don’t like self-pro-
Reike, but my grandparents changed it
thing harder, because noble fabrics and
motion. Everyone wants to share every-
when they escaped the war. Fuke came
elaborated modelling are expensive. We
thing all the time. I rather focus on other
later, it was made up and it almost doesn’t
try to simplify the design for the stores, so
things.
exist in Japan (laughs). I always liked the
we make these translations, but there are
culture and I even took Japanese lessons
always about 20 to 30 articles within the
How do you feel about blogs? Do you
as a teen. Japan is an inspiration for me,
concept of the collection that find their
follow any?
no doubt. Everything they do has an artis-
way to the stores.
tic aspect. Everything that I’ve been At this age, young people are in search of
through with my family, the art of Japa-
How do you see today’s youth? Does
who they are, including style wise. I think
nese writing, the garments…
that influence your creation in any way?
that, sadly, blogs are killing what people truly feel, who they would really like to be.
Today’s youth is definitely more online
Who are your friends and what do you like to do?
than offline. They express themselves so
Do you let yourself be inspired by the
much better through a screen (computer,
styles and behaviors that come from
People that I work or have worked with.
cellular phone, tablet). Not to mention so-
the streets?
When Lovefoxxx worked at Triton we be-
cial networks, apps… I’m certainly inspired
came really close. We stay at home listen-
by them, especially the ones who have
Yes, and it is very important, but in Brazil is
the talent to share good images, collages,
hard to identify a stronger style, it all
photographs, art, fashion. Posts with too
seems superficial. When I travel, I have a
Where does your love of music
much text annoy me a little. I have to fol-
clearer perception. For some reason,
come from?
low everything to keep up, and it’s so easy,
people abroad are able to convey their
you just google something and there are
personality in the way they dress. Here
My brother, nine years my senior, is a musi-
a million answers to what you are looking
there is this infinity of fashion bloggers,
cian. I never had a band, but my musical
for. I try to filter information.
and people see that and are inspired by
taste was influenced by him. In the begin-
them. It seems fabricated and unnatural.
ning of the 1990’s, he had a band and
ing to music or go out to dance or eat.
played at Madame Satã. I loved this dark-
Young people today are better informed. How does that increase the
Your husband is connected to skate (he
challenge to develop an image that
represents Adidas and other brands in
ly enjoyed Nick Cave’s last album, Push the
will please them?
the skateboarding segment). Does that
Sky Away. I learned how to play the bass,
environment impact your work?
but my fingers weren’t strong enough. So I
They are better informed up to a point.
er genre. I liked Kraftwerk, The Cure... I real-
took up piano. My eldest daughter is dying
Since everything happens so fast, their lev-
Very much. I end up being in contact with
to follow that road. She wants to be just like
el of knowledge is superficial; few of them
these kids ages 20, 23; we are the old
Lovefoxxx and wants to learn how to play
know the whole story. It does increase the
ones in the crowd (laughs). Their style is
no matter what (laughs).
challenge greatly, but I believe it’s all
very urban and totally unconcerned
about getting the right look, even when
about fashion. I find that lifestyle very re-
we are reinventing and proposing a new
freshing and inspiring.
image with sensibility and personality.
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KAREN FUKE
“Abroad I see styles with more personality. Here there is this infinity of fashion bloggers and people are inspired by them.”
Your style is very different from the
I apply energy (okiyome), Mahikari Art,
clothes you make.
since I was 15 and I’ve always believed in
What fashion faux-pas are you guilty of?
the cosmic energy of the universe. I sensed
I still love to wear creepers (laughs). Actu-
I’m going through a masculine phase
that same energy in California, watching
ally, I don’t even know if that is a fashion
right now. I find in hard finding clothes
people in their quest for spirituality, trying
faux-pas…
here, so I end up wearing black jeans, a
to find themselves, in search for a better
shirt or a t-shirt, and a men’s jeans jacket.
life, in touch with nature. Aesthetically
That is how I dress.
speaking, I am an admirer of the symbols
I really like the work of Dries Van Noten,
present in the Wicca universe. What are you afraid of?
like Comme des Garçons, despite finding it complicated; I’ve always enjoyed this
I can’t stand people who wear clothes too big for their bodies.
Ann Demeulemeester, and Rick Owens. It is to die for, I would have everything. I also
And what can’t you stand?
What is your favorite decade in fashThe extinction of the fashion designer.
ion?
Why do you think about that?
The 1990’s, because that’s when I lived my
exercise of shapes. And I respect Rei Kawakubo’s courage. I also love Prada,
adolescence. I also like the 1920’s.
because she has a commercial approach, sells a lot, but has a special look.
I don’t know if there are good fashion students anymore, and I don’t see invest-
Can you disconnect from fashion and
ments towards that. I believe there is an
collections when you do?
extinction of the fashion designer. Girls
Muse? Lou Doillon.
graduating today choose Isabel Marant I enjoy travelling, but I’ve been doing that
as inspiration for their final projects. With all
Before, you said that you find it hard to
less often because my team is very new, so
due respect, that scares me a little. I don’t
find clothes here. Have you ever thought
there are a lot of things that, at the end of
know how schools are preparing these
about having your own brand and cre-
the day, I have to handle. Training people
kids today. There was a very different take
ating these articles you can’t find?
is not an easy job. I have 20 people in my
when I was a student. My friends always tell me that I should have
team, six at women’s style, and everyone is new at the company. I am a mother, and
You welcome a lot of interns at Triton.
my own label. But I don’t know… I don’t
as much as I try to delegate, I also need to
Do you have the same perception?
think about this now. Brazil is so difficult. There is the matter of the money; you have
follow things closely. It’s exhausting. However, when I am on vacation with my
We call them young apprentices. They are
to be able to sell... I would like to go some-
family, I am able to disconnect, yes, espe-
teenagers who want to study fashion. They
where where I could cook, bring together
cially if I go somewhere that helps me
start there at 16 and stay for two years.
gastronomy, music, and store. But I don’t
meditate, a beach in Ubatuba or Paraty. It
Some already have certain skills, others
think about it a lot. I don’t know if it is just a
takes a while, but I disconnect
not. I hired an architecture student to help
crazy dream or if that day will actually
us during a show and she knew nothing
For your summer 2014 collection you
about fashion. But something hit her; she
--
went to California and we saw a mystical
started to do a lot of research while she
INSTAGRAM: @KARENFUKE
side of you, sort of wicca. Is that a part of
was here. That was very nice. But I think that
your day-to-day? Are you mystical?
people who are still very young have a
See the all the looks and details from Triton’s S/S 2015 collection on FFW.COM.BR
certain amount of arrogance; newly I don’t know that I am mystical, but I have
grads already arrive with an attitude. And I
a certain sensibility. In my life I try to take
always say: no one starts like this; you
the complication out of things, everything
have to jump through the hoops.
happens quickly, and that sensibility helps me do that.
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By Camila Yahn
Nicola Formichetti Photo Jean-Paul Pietrus
CONVERSATION
â&#x20AC;&#x153;Letâ&#x20AC;&#x2122;s break everythingâ&#x20AC;?, says Nicola Formichetti in the beginning of our conversation. To those who follow the work of Dieselâ&#x20AC;&#x2122;s new creative director there is no doubt: his goal is to bring the brand to a new level when it comes to branding, product, and digital media.
Photo Alex Sainsbury
Will he make it? In order to answer this question, we must go back in time. Born to a Japanese mother and an Italian father, Nicola discovered himself in the streets of London, back in the 1990â&#x20AC;&#x2122;s, where his taste for fashion became a passion and his craving for novelty, an obsession.
o, in the beginning of the 2000â&#x20AC;&#x2122;s, he developed into one of
S
Muglerâ&#x20AC;&#x2122;s creative director, preparing its return to Paris catwalks.
the main image creators in the world, using the pages of the
Naturally, he wouldnâ&#x20AC;&#x2122;t last in a house strained by the rules
revered Dazed & Confused to reveal his vision, replacing
of high luxury and an old-fashioned system. Formichetti left the
models for people he found on the streets, building a style that
small high fashion world of Mugler to join a company that speaks
prioritized conception, madness, and the unthinkable.
to young people and demands creativity, freshness, and agility â&#x20AC;&#x201C; H[DFWO\ ZKDW KH KDV WR RĚ&#x2020;HU
As a stylist, he worked with Alexander McQueen and Prada, among other great talents. In parallel, Formichetti was establish-
Now, with Diesel behind him, he wants to break free from the
ing his online universe: what the magazine didnâ&#x20AC;&#x2122;t print, he posted
â&#x20AC;&#x153;fashion bubbleâ&#x20AC;? and create a new community, a new language, a
RQ KLV SURÂżOH RQ 2UNXW DQG ODWHU )DFHERRN DQG ,QVWDJUDP 2QH
new time. Yes, it is quite a challenge, but breaking the rules has
day he would be in Tokyo, another in Mexico, then a party in Paris
always been a part of a creative directorâ&#x20AC;&#x2122;s job description.
followed by a meeting in New York.
Someone who possesses oriental concentration, hot Italian
During a shooting for V. Magazine, he was introduced to Lady
blood, and the irreverence from London might be all that fashion QHHGV HĚ&#x2021;FLHQF\ DFWLRQ FUHDWLYLW\
Gaga. He saw in her a new vessel to create images. Her willingness
$IWHU H[FKDQJLQJ PDQ\ PHVVDJHV RQ :KDWVDSS , ZDV ÂżQDOO\
to risk and break boundaries is what made the Formichetti-Gaga partnership work so well for the both of them.
able to get him on the phone.
)RUPLFKHWWL EHFDPH D FHOHEULW\ RQ DQG RĚ&#x2020; OLQH $QG WKHQ FFWMAG 37
Break everything, Nicola.
189
FASHION
NICOLA FORMICHETTI
“It’s been a while since Internet stopped being the future; it is now. Do you think the consumer cares about what the critics are saying? They want to know what Rhianna is wearing on Instagram.”
changed everything and I love that be-
twice my age. And that’s the issue: the
cause we can still make incredible
power of decision-making is in the
things. At Diesel we are going to have
hands of older people. I believe that, if
more digital media and more energy on
they don’t change, they will fall behind.
the social networks and in moving imag-
One day everything is going to change.
es. Our new campaign was shot by Nick
I believe that in the next two years big
I spend two weeks in Italy, where Diesel is
Knight using an iPhone and two apps
changes will come in this regard. Who
based, and two in New York, where my
(Glitch and Mega Photo), specially for
buys CDs anymore?
home is. But I miss London and that ener-
the online community. But we still want to
gy that comes from the streets. In New
be surprised by a beautiful magazine
York, everything is about money and in
cover or a story or something from “real
London you simply meet people, no
life”. It is a good moment to stop and
Fashion is based on fear. Skinny models in
strings attached. The city is full of people
watch what’s happening.
tight clothes… Who is like that in real life?
Nicola! How have you been? Going crazy. The usual. How do you split your time nowadays?
who want to invent. I’m thinking about moving back.
How do you see fashion today?
This woman is light-years from real womYou are obsessed with social networks
en. It is the fear factor; and it works! I think
and they have always been a part of
there are other ways to show incredible
Are experiencing a time when the ener-
your work. Today, are they more power-
and positive things. Renzo Rosso, our
gy from the streets is fading because
ful than traditional media?
team at Diesel and I have that in com-
people spend too much time online?
mon, we see life in a positive way. We get Absolutely. A post on Instagram is much
together, get drunk, eat good pasta
After the Internet we are finally able to say
more powerful than an ad on a maga-
(laughing). There’s no bullshit.
we are global. It is an excellent tool of
zine. I love magazines and I am one of
communication, but what happens is
the greatest supporters for their contin-
Leaving Mugler for a jeanswear brand
that people don’t goes to the streets the
ued existence. As a company, we adver-
is quite a change.
way they used to. And the street is where
tise on magazines so they can afford to
things happen, the zeitgeist, young peo-
survive, but they are a product purely for
I came from a world of high fashion and
ple blending in with old ones; it has a
fashion industry readers. No one reads
ended up at Diesel, which has a freshness
unique energy. Today, there is so much
magazines anymore, but they have the
that I aspired. In high fashion you have to
going on online that people don’t look at
support of the industry so they can keep
be a bitch to make yourself heard. There’s
that anymore. Things are still insane and
going. Internet has stopped being the
not what I want for my life because I am
fucked up and people have stopped
future for a while. The future has arrived.
not a bad person, I am a nice person.
looking and them. Everyone can have
It is now! Do you think the consumer
their own space online, which is great, In-
cares about what the critics are saying?
Your first show at Diesel was not in Mi-
ternet offers that, but that is what was cool
They want to know what Rihanna is
lan or Paris, but in Venice. Have these
about the streets, when people gathered
wearing on Instagram.
capitals become old for the new gener-
in small groups of friends and created
ation?
their own tribes. Today, everything is com-
Fashion has always had a connection
pletely different. Internet is so crazy; you
to what is new and avant-garde. Today,
No, I wanted to show in a different place
never know what’s going to happen.
many brands still don’t believe in the
because I want the viewers to have a
power of the internet, and that feels
unique experience, something they can
very old-fashioned. Why do they resist?
remember. Because a fashion show, in
How should we measure the importance of the Internet?
the midst of so many, can be boring… The high ranks of fashion are made of
As a business you have to stick to the
older people who want to safeguard
With social networks making our lives
streets, but it is impossible to ignore the
what they know. Even I, age 37, find it
much faster, do you think we can ex-
digital.
hard to follow. Think of them who are
pect a change in the fashion calendar?
FFWMAG 37
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Twitter,
Tumblr
190
FASHION
CONVERSATION
“People with the decision-making power in high fashion are older and want to protect what they know. I believe that, if they don’t change, they will fall behind.”
Perhaps showing summer during sum-
Diesel is a good example. When I come
Suddenly you become a product and
mer and winter during winter?
up with crazy stuff, Renzo says: “Go crazi-
people say whatever they want about
er”. No one has ever told me that before.
you without even knowing you. All nega-
Yes, we need to change! One of my goals
At the same time I still want to take risks
tive. Then you learn that there are also
is to find a new fashion system. Don’t you
and be controversial, I want the clothes to
those who like you and that can be a
think is wrong to show summer during
be really good. Today, I’m not crazy for
source of positive energy. The fans who
winter and vice-versa? Fashion system is
the sake of it. I found a balance and I
stop me on the street, for example, give
somewhat obsolete. We need to change,
want to use this strength to, slowly, change
me so much positive energy, and that
hit the refresh button.
the way people look at fashion, because
makes me deal better with all of it.
the system is outdated. At Diesel you have the support to cre-
You’ve found a new singer to dress.
ate a new language, but what are the
When you came to Brazil in 2007 to give
How is you relationship with Brooke
challenges to make that happen?
a lecture at Pense Moda, you were very
Candy?
shy and you froze when it came the Start small. Diesel has their customers, but
time to speak in public. Today you are
I love that girl. She is going to be the next
maybe those customers are not the peo-
hit. She is crazy… I saw her on the Grimes’
ple we are going after. We created the
video and she looked fucking insane. I
Diesel Reboot Tumblr to focus on digital
sent her a message on Twitter and that’s
creativity. If you think about it, it is a small
how we started. It was very spontaneous.
angle. But we met so many incredible
She is raw, really. I think we can do good
people around the world and slowly we
things together.
are building a community. There’s always so much going on with The hard thing was convincing the com-
you at the same time. What’s next?
pany, making them understand that this was the right thing to do. Renzo was excit-
Now I’m focused on the launch of my first
ed, but the company has thousands of
full blown collection for Diesel, in stores in
people, it’s been around for 25 years…
August. The theme was online community
There were internal problems. No one
and I am using a lot of cool people I
wants to change; it’s difficult to change,
found on Tumblr. I don’t want it to be just a
especially if you have a 9 to 5 job. But we
project. Internet is not only for marketing;
have an alternative spirit and lots of ener-
it is part of a whole.
gy. Things are happening. Final line at Diesel’s show, 2014
there is the possibility of launching my
What are your plans as a creative director? Change takes time. I want to bring Diesel
I have a lot of projects and in my dreams
well-known, deal with famous people
own label. We’re probably coming to Bra-
on a daily basis, and always give inter-
zil between September and October for a
views. Are you still shy?
Diesel event. I’m curious and my open at
into the full front of digital media. We have
heart, always looking for new things. I’ll
lots of people working in the company.
I was a baby when I went to Brazil. But I
Everyone is going to be blown away! Just
haven’t changed a bit. I’m still shy and
wait and see.
get nervous when I deal with celebrities.
--
What changed is that now I feel more re-
INSTAGRAM: @NICOLAFORMICHETTI
What do you mean when you talk about
laxed. Working with Gaga brought me to
creating a new fashion system?
the public eye and I didn’t like it at first.
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Veja mais fotos em FFW.COM.BR
FASHION
By Kรกtia Lessa
Brendon Babenzien Photo Noah Emrich
CONVERSATION
In a rare interview, Brendon Babenzien, Supreme’s creative director, the most revered streetwear label in the world, talks about achieving success without losing sight of the DNA from the streets.
Fan of the label, Lady Gaga poses for Supreme
rriving in New York, in 1984, all
the shop, previously deserted, became the
WLRQV ZLWK 'DPLHQ +LUVW DQG -H̆ .RRQV
Englishman James Jebbia knew
meeting point for boys who spent their days
was like that; but who thinks Supreme
A
was that he wanted to work with
VNDWLQJ 7KH ¿UVW ERRP KDSSHQHG ZKHQ GL-
made a wrong turn along the way is mis-
FORWKLQJ +H EHJDQ DV D VDOHVPDQ DW D ÀHD
rector Larry Clark decided to invite the kids
taken. The brand prefers to protect their
market, then he opened Union, store that
who were Supreme’s regulars, and even the
fundamental values to opening a store in a
sold English brands such as Fred Perry, and,
employees, to be in the movie Kids (1995).
mall somewhere just to boost sales. In an
later, was invited to manage a Californian
But it wasn’t until rapper Tyler, The Creator
interview for The New York Times, artist
appeared on MTV’s music award wearing a
Nate Lowman recalls that Jebbia wasn’t
cap bearing the brand’s red logo, that the
SOHDVHG WR ¿QG WKDW RQH RI KLV VNDWHV ZDV
label left the cult bubble behind.
hanging on the walls of gallery Gagosian as
famous streetwear brand, Stüssy. When the business was over, Jebbia had the market know-how. It was then, in 1994, that he decided to open, on Lafayette Street
“People think that only because we are
a work of art and told the curators to avoid
– an inhospitable street, though great for
known as a skatewear band, our clientele is
doing that: “They belong under kids’ feet”.
skating –, Supreme, which ten years later
made of morons. They also want new thing
James’ right-hand man, Brendon Baben-
would become known in the fashion world
at a high level. All that matters is quality”,
zien, Supreme’s creative director, wit-
as “the Chanel from the streets”.
said Jebbia, during a rare interview for Ger-
nessed the label’s story from the beginning
man magazine 032c.
and helps dictate the next steps. He spoke
The label was sort of a shared secret between those who lived the streets’ creative
From that to ads featuring Lou Reed
scene in the city. The asphalt in front of
and Lady Gaga and collaborative collec-
FFWMAG 37
193
to FFWMAG.
FASHION
BRENDON BABENZIEN
“People think that only because we are known as a skatewear brand, our clientele is made of idiots.”
How did you start working at Supreme?
our own. I can say that the shop used to
in ads, but it’s still respected by original
be wilder that it is today. We were also a
clientele. What is the secret to creating
It was in 1997. My relationship with the
meeting spot for kids who skated and
without losing the essence?
band is long. Basically I was the first per-
lived their lives the way they felt like.
son hired to work exclusively with design and clothing development. When a brand is so revered, many tales
Supreme still is a skatewear brand. It so Today you work as creative director.
happens that New York’s skate culture is
What is your responsibility in practical
very diverse. Skaters, by nature, are
terms?
open-minded; fashion, music, art, and lit-
are there to be told. What is the truth about Supreme’s foundation?
erature are already a part of their lives. The truth is that we have the best design
Supreme understands that. And, if the rest
team and creative people I could wish
of the world likes what we do and uses it
The history behind it is very simple. In
for, and that makes my work very simple.
in other ways, we don’t see it as some-
1994, there were no labels that design ap-
Our process is democratic and a good
thing negative, but as something we’re
parel for the skating com-
proud of. We still work the
munity in New York. They
same way we did when we
existed in California, but
first started. The label has
the groups from the east
become big, but the mem-
and west were very differ-
ory of the kids skating on
ent. Supreme was just a
our doorstep and still do
new way of thinking what a
remain our priority.
skatewear label could be. What do you think keeps What kind of products did
attracting
you sell? What were New
since 1994?
those
kids
Yorkers’ skaters looking for? We try to make a product We sold products from oth-
that is relevant for today’s
er companies, but each
style at a good price. Basi-
season we added some-
cally, our consumer is very
thing of our own. What was
sophisticated,
interesting about it was that
own style, and knows what
we noticed there was a small group that had a par-
Lou Reed, by Terry Richardson, in Supreme’s ad campaign
has
their
is in. If we make good things, they’ll keep coming
ticular lifestyle, the same lifestyle that to-
idea can come from anyone. I create
back. If we make crap things, they’ll stop
day we identify as Supreme’s. This style
with colleagues that have various inter-
coming. So, I guess we are committed to
still didn’t exist in cities like London or To-
ests, so the process is very rich and organ-
making quality products so people won’t
kyo. It took a while for “Supreme’s influ-
ic. All I have to do is make sure that they
be disappointed and come back.
ence” to stretch to other parts of the world.
are giving the best they can. I also like to
We were just a group of kids from New
manage fabric, colors, and patterns of
How do you see the streetwear market
York. With the internet, young people
everything we make. Fabrics are very im-
these days?
across the globe began exchanging in-
portant for Supreme.
formation and crowds who shared the
People have always been innovative
same interests connected. Before that,
Supreme started as a small skatewear
about the way they dress. That happens
our client base was much smaller and we
label, it had Kermit, the frog, Lady
everywhere around the world and it gen-
didn’t influence other universes outside
Gaga, Terry Richardson, and Kate Moss
erally starts with young people. The ex-
FFWMAG 37
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FASHION
CONVERSATION
“Supreme’s directors don’t make decisions solely based on profit. We chose what is right for our culture.”
pression streetwear is just a label created
good. The people I know who have style
Supreme makes successful collabora-
by the industry, and I don’t recognize it. I
already have good things in their ward-
tive collections. Many times kids will
think that young people are attracted by
robes and don’t spend too much time
sleep in line to buy items from limited
style. Streetwear or not, it doesn’t really
with that. They pick whatever and leave
collections. What do you search for in
matter. We only want to make nice things.
while thinking about other matters.
other brands?
What are Supreme’s criteria when
What is your fashion sin?
Collaborations are often misunderstood.
opening new stores?
We search for partners who are better I try not to worry so much about clothes to
than us in some respect. Vans for skating
New stores are opened in places that
the point that I would commit a fashion
shoes, The North Face for outwear, Com-
match our style. Basically, we choose
sin. If you dress to be cool and not your-
me des Garçons for graphic tees and
spots where kids can hang out. Besides,
self, that is not interesting.
other things. We never collaborate for
they need to be in urban centers, where
marketing purposes. Usually, what hap-
there is a natural flow to-
pens is that when we want
wards things that inspire
something well-made and
design and the act of skat-
we can’t find it, we unite
ing. That is why our stores
with the best. In other cas-
are never found in the sub-
es, we like to work with art-
urbs or malls.
ists, musicians etc. who are fans of the label, or with
At any point, did you find
people who have had a
it difficult to deal with suc-
huge influence on us, but
cess or the fear of losing
who are little known to
the brand’s spirit?
younger
clients. That
is
what happened with musiPeople who work with us
cians Shane MacGowan
have the same lifestyle em-
and Daniel Johnston.
bedded in our creations. Therefore, it is impossible to
Supreme has stores in
be affected negatively by
New York, Los Angeles, To-
success.
kyo, Nagoya, Osaka, and
doesn’t
Management make
decisions
solely based on profit. We
Fukuoka. Any chance of
Posters of Kate Moss, by Alasdair McLellan, in NY
opening a flagship in Brazil?
chose what is right for our culture. We know we have a huge following in What goes through your head when
Do you miss participating in fashion
Brazil, but at the moment it is not in our
you are getting dressed in the morning?
weeks and the glamour that comes
plans. However, we do keep our minds
from the runways?
open to all possibilities. That has been the
I try to think of the correct outfit for the
key to our progress. Who knows one
specific events I’ll attend during the day. I
Absolutely not. It is a business like any oth-
rarely pay attention to fashion or new
er. I don’t get carried away by the indus-
trends. I believe that too much informa-
try’s glamour. Actually, I find it very insipid.
tion can lead you astray from your style. I
I never wanted to be famous or anything.
rather pay attention to what happens
I like what I do, and that is enough.
around me and what makes me feel
FFWMAG 37
195
FASHION
By Camila Yahn
Graeme McMillan
CONVERSATION
Reproduction
We can say Graeme McMillan is a “hardcore sneaker head”, borrowing an expression he used during this interview. It was his passion for tennis shoes, at the dawn of the sneaker culture in the 1980’s – of which Nike was the protagonist –, that made him dream of working at the label.
Born in Scotland and brought up in the United States, Graeme studied Industrial Design and worked in Germany and Holland before moving to Portland, where Nike is based. Today he is design director in the sections Sportswear, Running, and Global Football. Graeme is one of the main creative minds in the company and spends his time dreaming about new products, resolving issues of functionality, and understanding new technologies we can’t even envisage. Graeme spoke to FFWMAG on the phone, directly from Portland, and talked about his love of sneakers, collaborating with Riccardo Tisci, and the balance between past, present, and future – the key of success in launching new products. FFWMAG 37
197
FASHION
GRAEME MCMILLAN
“We have groups of costumers who test models for us. It is important to be connected to them; they test our products and are honest about what they like and don’t like .” When did you realize you were an afi-
and it became a fashion item. Every-
when lunar technology didn’t exist. To-
cionado of sneaker culture and wan-
thing about it was original and part of
day, it is lighter and much more flexib-
ted to work for Nike?
the story was based on this new idea of
le. What we can do is try to make the
showing part of the technology imbed-
classics even better. There is a balan-
At first, it was technology that captured
ded in it, which improved shock ab-
ce between innovation and respect
my imagination. But in the beginning of
sorption. The colors and the apparent
for classic design.
the 1980’s, kids in the great urban cen-
cushions made it unique and, on the
ters, like New York, wore tennis shoes in
plus side, it performed better than other
a different way. It was the start of what
running shoes in the market.
became known as the sneaker culture.
What is lunar technology? It is our higher lever of shock absorption
But it only became a real thing when
How
they started using Air Force 1, baske-
enhance or improve Nike’s classics?
do
today’s
innovations
can
tball shoes, in the streets. It was one of
cushion for running and basketball shoes based on a very precise chemical equation.
the first pair of sneakers I had. To me
Flyknit model, re-
it is an icon. I belie-
cently
ve this went down
brings a new tech-
that way due to Mi-
nology: it features
chael
a
Jordan
as
launched,
precise
knit
an athlete, in addi-
construction, it is
tion to the looks
very light (160 g),
and
and doesn’t apply
technology
involved in them. I
the
would
say
those
rials and cuts used
events
are
what
in traditional sho-
made me hooked.
es, resulting in a
same
greener
mate-
product.
The Air Max was
Is that also one of
created
Nike’s concerns?
in
1987
and is still celebrated.
What
Yes, Flyknit is a gre-
makes it one of the most iconic sneakers in the world?
at example of sus-
Flyknit in detail
tainability, since it
From the get go, Nike has been a
almost doesn’t produce any waste in its
The Air Max 1 had a different approach
groundbreaking company that works
manufacturing since it has only one
from other running shoes that were
for the enhancement of running shoes
layer structure. Besides, it is efficient
being designed at the time. When it was
and other products for athletes. We
and it works the way runners need them
invented, many
get
have a long story in innovation and
to. It is 19% lighter than the model Zoom
behind it because it was radically diffe-
we associate technology from the pre-
Streak 3, worn by the winners of the
rent than what was out there. People
sent with design from the past, always
men’s marathon in 2011’s world cham-
either loved it or hated it, and that
searching for an evolution. The tech-
pionship. We’ve adapted the innova-
made it an icon. It is an item that brou-
nologies we have available today, like
tion regarding performance to make
ght a different concept in terms of looks
Flyknit, among
exist
models that people would love even
and idea. There is also the fact that it
when we created the iconic sneakers.
more, thinking about the pillars of need,
was created to be a performance shoe
The Air Max 1 was launched in 1987,
technology, and less waste.
FFWMAG 37
people
didn’t
others, didn’t
198
FASHION
CONVERSATION
“The partnership with Ricardo Tisci happened very naturally. He takes Nike to the fashion circle, but also reaches the sneaker head, people who love our product.”
Does the general public have access
them; they test our products and are
ys have to reach the next level. Someti-
to the same technology destined to
honest about what they like and what
mes it takes a lot of time, but we keep
athletes?
don’t like. We are very connected to
building and innovating.
that community. They are hardcore sneIt depends on the sport. There are pro-
Recently, you’ve launched a sneaker
aker heads.
fessional players and runners who have
(Air Force 1) in collaboration with Ric-
signature models, which provide a
What are the main efforts you and
cardo Tisci, Givenchy’s creative direc-
more specific fit for their feet. But the te-
your team make to combine new tech-
tor. Is fashion an important direction
chnology employed, be it lunar or flyk-
nologies to viable products? How
for Nike?
nit, is the same we use on lifestyle pro-
much time does it take for an idea to
ducts. The technology platforms are the
reach the stores?
That partnership happened in a natural and organic way. Tisci has been a fan of
same for all.
Nike’s for a long Do you speak to
time. During a con-
athletes
sponso-
versation, we asked
red by Nike to un-
him if he wanted to
derstand
do something that
what
they want out of a
was, equal
new product?
Nike and Riccardo
parts,
Tisci. He takes Nike Yes, and that is a
to the fashion circle,
very
but
important
also
reaches
part of our job wi-
the sneaker head,
thin the performan-
people who love
ce department. We
our product.
often
meet
with
them to come up
Are
with
collaborations
better
pro-
ducts and to get
there
more to
come?
an insight, a starting
point,
and
meet their needs.
I can’t confirm any-
Three models of the Flyknit
thing yet, but what I
But we also really like to speak with cus-
That is a good question. The shortest
can say is that we like working with people
tomers, to people who love sneakers,
answer is that it may take up to 20 years
who bring new ideas and share our love
who use them every day. It is important
from the original idea to the shelves.
of innovation and performance at the
that we know if they like them and how
We’ve learned that looking at the past
same time, as is the case with Tisci. A cou-
they feel about the products.
may contribute to recent research. The
ple of years ago, we worked with artist Tom
ideas we have at Nike are still linked to
Sachs to create NIKECraft and that also
And how do you reach these custo-
the ones we had in the past in terms of
was very organic. The important thing is to
mers?
functionality or problem solving. I always
share that connection, to be close to peo-
tell designers who work with me: we le-
ple who share that same passion.
There are several ways. For example,
arn more from the products that didn’t
--
we have groups of people who try mo-
get out, that were flawed. At the end, our
NIKE.COM
dels for us. That way we are linked to
work is like the work of an artist: we alwa-
FFWMAG 37
199
FASHION
Adriana Bozon
TALK
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INSTAGRAM: @ADRIANABOZON
FFWMAG 37
201
FASHION
ADRIANA BOZON
FFWMAG 37
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FASHION
TALK
Adriana explains that she follows the same style as her office and the building. As she’s been in the company for 20 years, she can no longer say where Ellus’ style influenced her and vice-versa FFWMAG 37
203
FASHION
FFWMAG 37
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204
Photo Adriano Damas. Jeans Amapô
“In Brazil, there is a great awareness about that part of the body. So, no matter the model, high or low waist, light or dark wash, flare or skinny, the butt needs to stay up, you know?” Carô Gold and Pitty Taliani, from Amapô
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