We Are Flowers by Melissa Official

MELISSA MAGAZINE

Summer 2014

PLASTIC DREAMS WE ARE FLOWERS SUMMER 2014

JASON WU IS BACK WITH NEW STYLES. THE CAMPANA BROTHERS CREATE THE DELICATE FITAS. VIVIENNE WESTWOOD EXCEEDS WITH SLAVE SANDAL. BOTANICAL ARTWORK MEET MARGARET MEE. FLICKS & FLOWERS A LASTING LOVE STORY. TRENDING TOPICS RUNWAY + MAKE UP.

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We Are Flowers Organic shapes and colors from nature inspire the new collection that praises the unique beauty within every woman.

04/09/13 21:07

MELISSA MAGAZINE

Summer 2014

PLASTIC DREAMS WE ARE FLOWERS SUMMER 2014

JASON WU IS BACK WITH FOUR COOL NEW STYLES. THE CAMPANA BROTHERS CREATE THE DELICATE FITAS.

We Are Flowers Organic shapes and colors from nature inspire the collection that praises the unique beauty within every woman.

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VIVIENNE WESTWOOD GOES OVER WITH THE FAB SLAVE SANDAL. LADY BUG MEET MARGARET MEE AND HER ARTWORK. FLICKS AND FLOWERS A LOVE STORY THAT WILL LAST FOREVER. TRENDING TOPICS RUNWAY + MAKE UP AND MUCH MORE!

04/09/13 21:06

MELISSA MAGAZINE

Summer 2014

PLASTIC DREAMS

JASON WU IS BACK WITH FAB NEW STYLES. THE CAMPANA BROTHERS CREATE THE DELICATE FITAS. WE ARE FLOWERS SUMMER 2014

VIVIENNE WESTWOOD GOES OVER WITH SLAVE SANDAL. LADY BUG MARGARET MEE’S BOTANICAL ARTWORK.

We Are Flowers

FLICKS & FLOWERS A LOVE STORY THAT WILL LAST FOREVER. TRENDING TOPICS RUNWAY + MAKE UP AND MUCH MORE!

Organic shapes and colors from nature inspire the new collection that praises the unique beauty within every woman.

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04/09/13 21:06

MELISSA MAGAZINE

Summer 2014

PLASTIC DREAMS

We Are Flowers WE ARE FLOWERS SUMMER 2014

01_capaPLASTIC_mf.indd 1

Organic shapes and colors from nature inspire the new collection that praises the unique beauty within every woman.

JASON WU CREATES FAB NEW STYLES. THE CAMPANA BROTHERS RELEASE THE DELICATE FITAS. VIVIENNE WESTWOOD GOES OVER WITH SLAVE SANDAL. LADY BUG MARGARET MEE’S ARTWORK. FLICKS & FLOWERS A LONG-LASTING LOVE STORY. TRENDING TOPICS RUNWAY + MAKE UP + MORE!

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AnĂşncios Melissa S&D.indd 10-11

8/30/13 7:41 PM

Plastic Dreams

Names and flowers:

MELISSA MAGAZINE

We are flowers

MELISSA MAGAZINE

Summer 2014

the origin of the

Summer 2014

collection.

release a new style.

Jason Wu and Salinas

Editorial Director Erika Palomino

and her fetichist Slave.

Editor-in-Chief

We Are Flowers

take your breath away!

now on three continents.

Organic shapes and colors from nature inspire the new collection that praises the unique beauty within every woman.

Suzy Capó

JASON WU CREATES FAB NEW STYLES. JASON WU IS BACK WITH FAB NEW STYLES.

THE CAMPANA BROTHERS RELEASE THE DELICATE FITAS. VIVIENNE WESTWOOD GOES OVER WITH SLAVE SANDAL.

THE CAMPANA BROTHERS CREATE THE DELICATE FITAS.

LADY BUG MARGARET MEE’S ARTWORK.

VIVIENNE WESTWOOD GOES OVER WITH SLAVE SANDAL.

WE ARE FLOWERS SUMMER 2014

Melissa Stores:

WE ARE FLOWERS SUMMER 2014

PLASTIC DREAMS

LETTER FROM THE PUBLISHER PLASTIC DREAMS

Vivienne Westwood

Summer 2014

The Campana Brothers

FLICKS & FLOWERS A LONG-LASTING LOVE STORY. TRENDING TOPICS RUNWAY + MAKE UP + MORE!

LADY BUG MARGARET MEE’S BOTANICAL ARTWORK.

We Are Flowers

FLICKS & FLOWERS A LOVE STORY THAT WILL LAST FOREVER. TRENDING TOPICS RUNWAY + MAKE UP AND MUCH MORE!

Organic shapes and colors from nature inspire the new collection that praises the unique beauty within every woman.

Our Families: check out what’s new.

Bothanics & Art:

Art Director Joana Brasileiro Designers Ana Carolina de Abreu, Bia Martau and Silvana Martins Visual Coordination Vivi Bacco Production Assistant

MELISSA MAGAZINE

Summer 2014

Wania de Freitas

meet Margaret Mee.

Translation Guilherme Eddino

Artists also

Proofreading André Rodrigues

like flowers.

Graphic Production

Take a deep breath!

Sérgio Leite

PLASTIC DREAMS

and Finishing IBEP Gráfica

68 70 72 82

BIZU Design com Conteúdo

Fashion & Flowers: the perfect match.

On Screen: flowers are the stars.

Make-Up Trends for this season

Runway The NDA take-over

Around the World:

JASON WU IS BACK WITH FOUR COOL NEW STYLES. THE CAMPANA BROTHERS CREATE THE DELICATE FITAS.

We Are Flowers Organic shapes and colors from nature inspire the collection that praises the unique beauty within every woman.

We Are Flowers Organic shapes and colors from nature inspire the new collection that praises the unique beauty within every woman.

1 2 3 4

JACKET REPLAY, KNICKERS DOLCE & GABBANA DRESS ROCHAS DRESS SAINT LAURENT CORSET ALEXANDER MCQUEEN, KNICKERS DOLCE & GABBANA

is the man!

Take Care of yourself.

but also make a difference, reaching out for the proper activism

Adrian Wolfson, André Rodrigues,

change the world. Dreaming big? Well, every bud is small at first,

PLASTIC DREAMS IS AVAILABLE ON THE APP STORE AND ON THE ANDROID MARKET, AND ALSO ON FACEBOOK, INSTAGRAM, PINTEREST AND TWITTER @SIGAMELISSA. OFFICIAL VIDEOS ON YOUTUBE.COM/MELISSACHANNEL

and after a simple pollination process, strong stems and beautiful

Porto de Souza, Earl Simms, Eduardo

petals start to grow, right?

Gary Hill, Ilana Rehavia, Jade Halls, Jeon Seung Hwan, Judy Blame, Julie

Neil Stuart, Sergio Amaral, Steph Mendiola, Stephanie Noelle, Tom Wright, Valeria Ferreira

IN THIS ISSUE REPLAY replay.it DOLCE & GABBANA dolcegabbana.com MAISON MARTIN MARGIELA maisonmartinmargiela.com GIVENCHY givenchy.com MARINA QURESHI marinaqureshi.com SAINT LAURENT ysl.com VIVIENNE WESTWOOD viviennewestwood. co.uk LANVIN lanvin.com HERMÈS hermes.com ROCHAS rochas.com MICHAEL KORS michaelkors.com BALMAIN balmain.com JOHN ROCHA johnrocha.ie ALEXANDER MCQUEEN alexandermcqueen.com I.D.SARRIERI sarrieri.com CHRISTOPHER KANE neta-porter.com/shop/designers/christopher_kane MARNI marni.com HERVÉ LÉGER herveleger.com GUCCI gucci.com PREEN preen.com IRL LONDON inreallifelondon.com

or anti-activism in order to open up, do good and, why not, try to

Camila Yahn, Cheryl Konteh, Duda

Jacobs, Luis Monteiro, Marcio Madeira,

Unique flowers shops

Judy Blame

planet less arid. We tried to think of each woman as a flower in its

CONTRIBUTORS

Jordão de Magalhães, Elisa Stecca, CREDITS COVER COVER COVER COVER

Melissa’s decision to explore flowers in its 2014 summer season refers not only to the diversity of species that makes life on this garden. A flower that will not only bring beauty to its surroundings

WE ARE FLOWERS SUMMER 2014

Graphic Project Ana Starling

WE ARE FLOWERS SUMMER 2014

LOVE IS LIKE A ROSE IN A GARDEN: WE TAKE CARE OF IT, WE LOOK AT IT, AND WE LEAVE IT UNDER THE SUN SO IT WILL GROW. THUS SANG ELIS REGINA, ARGUABLY THE GREATEST BRAZILIAN SINGER. FLOWERS ARE A DELIGHT TO OUR EYES AND REVEAL THE MANY MIRACLES OF NATURE. FLORAL PATTERNS ARE PRACTICALLY A MANDATORY TREND FOR SPRING AND SUMMER FASHION SEASONS, BUT WHEN IT COMES TO THE WE ARE FLOWERS COLLECTION, THEY SHOW UP IN A LESS LITERAL MANNER – AS ONE WOULD EXPECT FOR MELISSA.

Prepress, CTP, Printing

Floral fragances are in the air.

We are the FLOWERS

and Zé Otávio.

ACKNOWLEDGEMENTS

And can we divide the world between those who like and those who do not like flowers? How about those who have never been given flowers? Now that’s possibly an unforgettable moment in the life of any woman, of any age and from anywhere in the world. How about turning the act of giving flowers into something more mundane and making someone else happy? With this beautiful theme, we are commemorating the 10th edition of Plastic Dreams magazine and showcasing a blooming collection. And quoting another song, now by Brazilian band Titãs: plastic flowers never die! ;-) ERIKA PALOMINO

Duda Porto de Souza and the Grendene + Melissa team.

P.S: My favorite flowers are daisies and yellow roses.

Plastic Dreams

ROSEBUDS

We Are Flowers Summer 2014

VIKTORIYA SIROTYUK

EARL SIMMS

Russian model Viktoriya

of English hairdresser

Sirotyuk’s most me-

Earl Simms is to be fast,

morable job was the

fun and to enjoy wha-

first time she shot for

tever you’re doing. This

Vogue Portugal, and for

style has been working

very special reasons. “I

well for him, since his

The working philosophy

ANDRÉ RODRIGUES

ZÉ OTÁVIO

LUIS MONTEIRO

CAMILA YAHN

ELISA STECCA

worked with an amazing

JULIE JACOBS

starred client list inclu-

Portuguese photogra-

Holder of a degree

Do you know those very

photographer, Luis

STEPH MENDIOLA

GARY GILL

As soon as Zé’s picture

This is a time of great

The next project for

des supermodel Naomi

This journalist with a de-

got to the Office, everyo-

pher Luis Monteiro is

in performing arts,

talented folks? Elisa

Monteiro. He is a really

Manicure Steph Mendio-

change for hairdresser

Julie Jacobs, makeup

Campbell, actress Reese

gree in Languages once

ne commented on it:

debuting in our “dream

#super-duper-adorable

is one of them. She

nice man…. so nice that

la, who contributed to

Gary Gill. Increasin-

artist for the cover

Witherspoon, rapper

dreamed of living off of

“That’s a nice face”.

team” in this issue.

Camila Yahn was

studied Law at USP, got

I married him”, she

the “Magic Flower” edi-

gly dedicated to the

editorial, is to share

Ms. Dynamite and diva

playing video games.

In fact, this very cute

He shot the stunning

taken into the world

a Fine Arts degree at

tells us. Vick had always

torial, is looking straight

male universe, he

her passion for detail

Beyoncé.

of fashion by Erika

FAAP, and also studied

wanted to be a model,

into the future. Her plans

has recently worked

and perfect skin in a

“One of the most

include opening her own

with singer-songwriter

beauty blog. Julie’s

memorable moments

illustrator is now collabo-

images of the “Brazilian

things work as a Brazi-

rating with PLASTIC DRE-

Beauty” editorial, and

Palomino, Melissa’s

jewelry with Nelson

but comes from a small

lian would: he became

AMS for the first time. He

his philosophy is to

creative consultant and

Alvim, style with Marie

town in Russia where

salon in London, but with

Tom Odell. Gary was

schedule also includes

of my career was to see

a media darling with

is the one responsible

emphasize the feminine

Editorial Director of

Rucki, from Studio Ber-

there is no major fashion

a difference. “I want the

also approached by a

photo shoots and

Beyoncé performing

the aid of Carta Editorial,

for the beautiful work

sensuality. His photos

PLASTIC DREAMS. After

çot in Paris, and glass

industry. She decided to

same environment of a

well-known agency,

ad campaigns with

from behind the wings.

which by then collabo-

on the magazine’s third

have appeared on

that, Cami worked

techniques at Seattle’s

first dedicate herself to

photo shoot, with quick

after years representing

iconic photographer

It was better than any

rated with all “Vogues”

cover. Born in Olímpia,

the covers of magazi-

for four years in the

Pilchuck Glass School.

studying, and graduated

options for hair, makeup

himself. “And I’m trying

Nick Knight, TV show

front row,” he says

around these parts. Then

São Paulo, Zé moved

nes such as “Tatler”,

fashion supplement

Today she has her

with great grades. But

and nails,” she explains.

to give something back

“America’s Next Top

cheerfully.

of newspaper “Folha

own store, Elisa Stecca

it wasn’t long before

“It’s something like

to the industry, being a

Model” and Victo-

Full of character, he says

having your own studio!”

mentor and teacher of

ria Beckham. Julie

hair always looks better

But he had to make

to the capital to study

“Vogue”, “Tank” and

FFW portal and was the

Graphic Design at Belas

“GQ”, and his works

de S.Paulo” and also

Design, which develops

she was scouted by an

editor of “ffw>>mag!”

Artes University. He is

have illustrated the ads

worked as execu-

projects, jewelry pieces

international agent, and

While her dream does

new hairdressers,” says

started her career as

a day or two after being

But he only found his

always looking for edgy,

of brands such as Olay,

tive editor of Joyce

and objects. Elisa is also

her modeling career

not come true, Steph

the professional, who

a beautician, and a

washed.

place when he joined

innovative alternatives

Net-a-Porter and Agent

Pascowitch’s “Moda”

host of the Lar Express

soon took off. Her plans

is working on magazi-

has worked with the li-

major concern for her

“L’Officiel Brasil,” where

in his works for the

Provocateur. Based in

magazine. She is cur-

show, broadcast online

include “conquering the

nes such as “Harper’s

kes of Duran Duran, The

is creating the perfect

major brands such as

he works to this day.

publishing market. In his

London, Luis took his

rently the chief editor

on the Bem Simples

world”, she jokes, but

Bazaar”, “Vogue India”,

Killers and a long list

foundation for her

Neiman Marcus, Nestlé,

He’s a sci-fi addict, owns

personal work, he also

first photo at the age of

of the FFW portal and

website, and launched

also travelling, being

“Wallpaper*” and “Marie

of photographers and

clients’ skin. Of course

Avon, Victoria’s Secret,

creative director of the

the book “Today is the

with her partner, seeing

Claire” and doing

magazines, including

she still loves some

and of course, Melissa.

manicures for celebrities

David Bailey and the

fun visuals. “One of

In this issue of PLASTIC

he created and led the

Earl also worked for

explores primary colors,

23, inspired by a stylist

pets) and is passionate

collages, tapes, threads

friend and by a teacher.

Pense Moda seminar,

Happiest Day of Your

her family more, and

about design and art. As

and anything else paper

Luis is married to Vick

which has already

Life”, published by

being happy.

such as the model of the

American “Vogue”. Gary

the current trends is

DREAMS, Earl made the

soon as he has money to

will hold. Passionate

Sirotyuk, whom he pho-

brought a lot of cool

Matrix Editora. With

Favourite flower:

did the “Magic Flower”

using colors, in this

hairstyling in the “Brazi-

blow, he plans to open a

about the city of São

tographed for his story

people to Brazil. In

this book in mind, we

“orchid. I have

moment Cara Delevingne and actress Thandie

editorial.

season already!”

lian Beauty” editorial.

museum of major novel-

Paulo, he is part of PLUS

in this issue of PLASTIC

this issue, Camila is

invited Elisa to write for

lots of them in my

Newton.

Favorite flower:

ties. In this issue he wri-

Galeria and the SketchJa-

DREAMS.

thinking out of the box

PLASTIC DREAMS for

apartment.”

tes about art, about the

zz group, in which he

and reviewing a new

the first time. A fan of

Campana brothers and

two rabbits (at home, as

Favorite flower:

sells originals and prints.

bonsai. “They are not

digital aesthetic in

Melissa, she loved it.

about Margaret Mee.

#JustSaying

flowers but I love them.

fashion.

And so did us!

Favorite flower:

And it’s like having a tree

Favorite flower:

bromeliad

ghost orchid

on top of a hill.”

hydrangea

pink lily

Favorite flower: lily

red rose

orchid

Plastic Dreams

Xxxxxx Xxxxxxx Verão 2014

05 03 04 02 12

NAMES AND COLORS Text Erika Palomino Photos Vivi Bacco

hen thinking about fashion for spring-summer, designers and creators around the world often think of flowers. All kinds of floral patterns are now true classics. On the other hand, Melissa’s organic forms have everything to do with nature. Its unique designs reach excellent expression in their fluidity and in the three-dimensionality of the plastic. In recent research trips by Melissa’s team around the world, we could not help but notice how the cities that are colored by flowers make urban life less hard, with small flowers arrangements

spread out by the government and by the residents in windows and terraces. Gardens and parks with trees and their colorful buds serve as a playground for the residents, providing moments of escape and relaxation. The inspiration from flowers is strictly infinite, extending to other areas of creation, from fashion itself through arts, street art (such as graffiti), film, music, and design. We can also mention makeup, the universe of perfume, and even advertising. From the nostalgia of flower stalls spread around the world, we

01. Street art from Seoul, in South Korea 02. Cyclist on the background of a table with a flower arrangement in a bottle, in Berlin, Germany. 03. Flowers over traffic sign in London. 04. Image of Ashikaga Park, Japan, solely dedicated to flowers. 05. Roof assembly of Galeria Melissa’s outdoor area in São Paulo, lined with “Plastic Somnias”.

saw the emergence of the flower boutique concept, more refined and sometimes more abstract. We also realized that several stressed out inhabitants of the urban jungle have been currently leaving their stifled professions and becoming florists, turning their hobbies and interests into work. As we search the globe we come across unique specimens, those that get us to move closer (ever experienced the feeling of facing a Brazilian symbol such as a lily pad?). Not to mention exotic orchids, the lotus from Asia, the simplest flowers from the Alps,

the unassuming daisies, the roses (of all colors) or the small melissas (lemon balm flowers) and erikas (heath flowers). Thus, we have reached the idea that every woman is a flower. Her beauty, femininity, and uniqueness adorn the world, each in its own way. And how difficult it is to take care of certain flowers, right? Just like sometimes it is difficult to take care of ourselves, cultivating joy, preserving friendships, watering our own selfesteem, and sprinkling good vibes, in a global diaspora of love. With all these values in mind,

08 07

04 E 11. GETTY IMAGES; 05. MARCIO MADEIRA; 07. DIVULGAÇÃO; 08. MARKCOLLE.COM; 10. AFP

THE WE ARE FLOWERS COLLECTION, FOR MELISSA’S SUMMER 2014, DEALS WITH THE GLOBAL DIASPORA OF LOVE AND GOOD VIBES. THE “PLASTIC SOMNIA” FLOWER COMBINES BEAUTY, DIVERSITY, PASSION, AND THE COLLECTIVE’S POWER TO TURN EARTH INTO A GARDEN OF PLASTIC DREAMS.

we present the We Are Flowers collection for Summer 2014. In terms of our products, some of them stand out in this dialogue with botany. Petal, for example, brings overlapping layers of flowers, with a glossy coat. Sweet Dreams is a slipper with an upper cover resembling leaves – just like the asymmetric design of Estrelicia. Finally, the Campana Fitas features embroidery based on rose bushes, another hit of Melissa’s partnership with the hottest brothers in design from Brazil and abroad. “We developed this technology here in Grendene, but I was really surprised at how we managed to reproduce the texture of the Campanas’

Fitas,” says Edson Matsuo, from Melissa’s product design division. In the visual communication for the We Are Flowers collection, ad agency Casa Darwin also went further and created a special flower for Melissa: the “Plastic Somnia”, which means “plastic dreams”. It does not only appear in the collection’s logo but also in other developments, such as Galeria Melissa’s frontage, ad materials for shops (storefronts and decoration for Clube Melissa), and the art direction of this magazine in your hands. “Plastic Somnia has four main petals, which represent beauty, diversity, passion, and community,” explains Rodrigo,

Casa Darwin’s Manager and Director. Passion is in the core of each and every plastic dream. It is connected to Melissa’s perfume and to the sensuality of its products. Diversity is what makes Melissa’s universe so rich and multicultural, which is part of Melissa’s Culture. Community and collaboration are essential for the curation, and they also connect consumers/fans between each other, turning Melissa into a “Love Brand”. Beauty is the unfolding expression of fashion, design, art, and architecture. The Melissa Garden grows every day, spanning more than 40 countries on four continents. And the flower is you.

06. Setting by Mark Colle, made with a million fresh flowers covering floor, ceiling and walls, for the debut of designer Raf Simons in Dior Haute Couture in Paris, July 2012. 07. Two colors of Fitas, the new model created by the Campana brothers for the We Are Flowers collection. 08. Employees of auction house Bonhams Contemporary Art hold Bansky’s “Love is in the Air”, one of the most famous stencil works in the world. 09. The iconic Lily pad flower 10. Asian flowers at a market in Tokyo. 11. Decorated bike saddle in Berlin. 12. Funky glasses on Prada’s Summer 2013 catwalk.

Plastic Dreams

WORLD BEAUTY

FOUR NEW MELISSA STYLES COME INTO PLAY LIKE SPRINGTIME QUEENS, BRINGING FORTH THE SUMMER. BEAUTIFUL, LIGHT, AND LOOSE, THEY JUST TOUCH THE GROUND BEFORE PLUNGING INTO FLOWERBEDS. PURE DELIGHT! PHOTOS LUIS MONTEIRO CREATIVE DIRECTOR EDUARDO JORDﾃグ DE MAGALHﾃウS FASHION DIRECTOR NEIL STUART MAKEUP VALERIA FERREIRA @ CAREN WITH M.A.C PRODUCTS HAIR EARL SIMMS @ CAREN WITH CYLNOL PRODUCTS MANICURE STEPH MENDIOLA @ CAREN WITH GELISH PRODUCTS SKIN JEWELRY J.MASKREY MODEL VICK SIROTYUK @ STORM MODEL MANAGEMENT SEE THE MAKING OF ON YOUTUBE/MELISSACHANNEL Some products may undergo color distortion or not be made available for purchase.

MELISSA ULTRAGIRL SPECIAL FLOWERS: PEONIES

Plastic Paradise Inverno 2012

Plastic Dreams

MELISSA HARMONIC FLOWERS: ORCHIDS

Plastic Paradise Inverno 2012

Plastic Dreams

MELISSA ULTRAGIRL HEEL SPECIAL FLOWERS: ROSES

Plastic Paradise Inverno 2012

Plastic Dreams

MELISSA PETAL FLOWERS: PEONIES, ORCHIDS AND ROSES

Plastic Paradise Inverno 2012

Plastic Dreams

PARTNERS

CAMPANA BROTHERS

We Are Flowers Summer 2014

2014

The brothers Humberto and Fernando Campana teamed up again with Melissa for a hot new style.

FITAS

PART OF A CARDBOARD STUDY FOR A FOLDING SCREEN, FITAS RECALLS A FLORAL DESIGN JUST IN TIME FOR THE WE ARE FLOWERS SEASON

THE INTERNATIONALLY RECOGNIZED DUO OF BRAZILIAN DESIGNERS SHOWCASES AN AMAZING FLAT FOR MELISSA’S 2014 SUMMER. Text André Rodrigues

he first series of objects by Fernando and Humberto Campana had nothing to do with those you can see on these pages: the “Uncomfortable” series, comprised of non-finished, metal-based furniture, was launched in the late 80’s during an exhibition that shocked the

comfort: “We strive for the most organic essence. Welcoming, embracing, sheltering and protecting shapes, just like nature”, says Fernando. Until a while ago, there were five models (Favela, Zig Zag, Corallo, Costela de Adão, and Papel), but the family is about to grow as the Summer 2014 season approaches. The Campana brothers now present Fitas, to crown Melissa’s We Are Flowers series. “This sandal came from a card-

Brazilian audience. Thirty years later, one of the brothers’ several accomplishments is being the first non-fashion designer studio to develop co-creations for Melissa. Here rules are different, and the 10-year long and counting partnership has been guided by

2008

SUCCESSFUL AND HITMAKING PARTNERSHIP

2005

FAVELA

Shoes inspired by the homonymous 1991 chair, alluding to the buildings on the Brazilian hills, but on asymmetric wooden battens. The big thing was combining this concept with plastic.

board study we had for a folding screen. What strikes us is how Grendene managed to reproduce the same texture and design in a shoe,” says Humberto. Fernando adds: “Turning an idea into a shoe goes deeper than creating a decoration object, because there’s the human contact with the foot, the skin. It’s always a challenge. But we have the brand’s high-end technology on our side.” Where do all those ideas come

from? “In our partnership with Melissa, the creative process begins with total freedom. In our studio, everybody gives opinions. Mostly women: if they don’t approve of something, we won’t even ship it to the factory!”, says Humberto.

2012

PAPEL

An instant hit, this one first appeared in Power of Love (Summer 2012). Paper as an element has always fascinated the brothers, who took the idea from of a geometrical and hollowed out model from cardboard undulations, in rustic materials.

CORALLO

This hollowed out and fresh model debuted in Winter 2008 with the Secret Gardens Collection, representing an innovation for both Melissa and the Campana Brothers. A supercool purse was also developed and became a hit around the world.

2006

2011

ZIG ZAG

Also based on a homonymous armchair, Zig Zag took all by surprise upon release due to its malleability (Rock’N’Love; Winter 2006). Glittered, flocked, and matte versions were soon released. It’s a current classic.

Some products may undergo color distortion or not be made available for purchase.

COSTELA DE ADÃO

Costela de Adão (Portuguese for “Adam’s Rib”) first appeared in a collection honoring Brazil, Melissa Amazonista (Summer 2011). The famous plant with same name inspired it and featured plastic leaves wrapping the feet.

Plastic Dreams

We Are Flowers Summer 2014

ivienne Westwood, one of the most important British

designers to date and definitely

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA SLAVE SANDAL

a favorite among Melissa lovers, comes with a new release and plenty of new flicks this season. One of those is super high-heeled model fit for frenzy Vivienne Westwood Anglomania + Melissa Slave Sandal _sexy, with a buckle in the wider ankle coming out of the heel itself. Wow! Slave is perfectly fit for the rising fashion trend of heavy and powerful items and it has

DAME VIVIENNE WESTWOOD Text Erika Palomino Photos Marcio Madeira

clearly been inspired by the fetishism VW loves so. It comes in black and Galápagos red (both matte), or sky blue and phosphorus green (both glossy). The highlight here has to be the metallic golden spin off.

To the left, VW herself in her Red Label show (above, look from her AW2013 collection). In the center, VW’s bride on the runway.

The Vivienne Westwood Anglomania + Lady Dragon comes in two different kinds of wrap: heart and metallic ribbon bow. The new Anglomania

THE IRREVERENT BRITISH DESIGNER COMES FULL GALLOP THIS SEASON WITH SEXY SLAVE, TWO NEW SPIN OFFS OF LADY DRAGON AND EVEN A NEW COLOR THAT GLOWS IN THE DARK.

Ultragirl _in red, yellow fluo and pink_ gains a watermark featuring VW symbol in yellow

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA VIRTUE

fluo, red and pink. The ribbon bow and petit pois insole version comes in green, fumé

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA ARANHA HITS

(#everybodyloves) and lilac. The other flick is Virtue, a pair

The Vivienne Westwood Anglomania + Lady Dragon model comes with two different wraps this season: heart and ribbon bow. In the red heart flick, the model is pearl-colored #togetmarried!

VIVIENNE WESTWOOD ANGLOMANIA + MINI MELISSA ARANHA

of loafers that has been a hit throughout seasons. It comes in four different colors: black, pink, orange and green. There is also the Harmonic model, which got revamped with wide chainlinks, in

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA ULTRAGIRL

black, pink, blue, red and glitter gold on the insole. The Aranha Hits by VW this season comes in glitter pink, glitter glass, phosphorus green, green fluo, black/yellow, pink/black and black/glitter glass. A plus: the phosphorus colors in two flicks, Aranha Hits and Slave, glow in the dark (see to the right).

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA HARMONIC

Plastic Dreams

PARTNERS

JASON WU

leading his own successful New

FOUR NEW STYLES BY THE DESIGNER STAND OUT IN THE COLLECTION.

York-based brand. There are four products with the Jason Wu brand in the Summer 2014 season. He has

Text Erika Palomino

now reinterpreted Trippy for the first time since the original release in the 2013 Summer

MELISSA TRIPPY + JASON WU

Rainbow Collection. For this hit model, he proposes the use of (supertrendy) rhinestones in four versions, one with the signature transparency that has become Wu’s trademark with Melissa. This charming flat style model with round toe is also featured in black, turquoise and pink. MARCIO MADEIRA

Another new model for 2014

MELISSA JEAN + JASON WU

MELISSA ULTRAGIRL + JASON WU

Some products may undergo color distortion or not be made available for purchase.

Harmonic. More rhinestones were used on the front straps with four options: pink, black,

t’s been two years since

green, and bicolor (black and

Melissa started its partnership

gray). The insole is stamped

with Jason Wu. The 32-year-

on lace and all models also have

old designer has already

a cut insole – another feature

been considered one of the

of Wu’s products for Melissa.

exponents of American fashion.

MELISSA HARMONIC + JASON WU

Summer is Wu’s version of the

And don’t worry! Two of

Such recognition dates back

Wu’s biggest hits during his

from before he was launched

partnership with Melissa are

to stardom in 2009, when First

still going strong: Jean and

Lady Michelle Obama wore one

Ultragirl. There are five new

of his dresses (she would do

colors for our comfortably and

it again in the U.S. President’s

freshly hollowed out model

reelection cerimony in

Jean: nude, pink, blue, silver,

Washington D.C., last January).

and matte gold. But here comes

The designer’s star is even

the surprise: the silver and the

brighter at the moment.

glittered gold (pictured left)

He has recently been appointed

versions. Top notch!

the new creative director of

And finally, Ultragirl features

Hugo Boss’ womenswear –

a fabric ribbon and a metal gilt

including accessories – and

replacing the owl locket, with

debuted in its pre-Fall 2014

transparency in pink, green, and

season. In addition he’s been

black-laced.

We Plastic AreDreams Flowers Verão PARTNERS 2014

MARCIO MADEIRA

SALINAS HEART IS THE NEW HIT BY RIO’S FASHION BRAND, AND THE PERFECT CHOICE FOR YOUR SUMMER! # HEAT

elissa’s partnership with Salinas, the renowned beach fashion brand, now has a new blockbuster. It’s the Melissa Heart + Salinas slippers, one of the main releases in this segment of the We Are Flowers collection, with cute interlocked hearts serving as straps. The four available colors are dark blue with turquoise, beige, black and monochrome red. It’s perfect for anyone

who’s a fan of Melissa Morning + Salinas (Rainbow Summer 2013). Also, Jambo + Salinas appeared in the Melissa Amazonista collection (Summer 2011), as well as

SPRING 2014

Cute + Salinas, with ruffled MELISSA HEART + SALINAS

strips referring to the bikinis by designer Jacqueline de Biasi. For high summer 2014, Heart will feature even more colors.

Some products may undergo color distortion or not be made available for purchase.

DREAMING OF THE NIGHT SKY”, PORTRAIT OF J.MASKREY BY EDDIE MONSOON

J.MASKREY

or her rendition of the Ultragirl, the Queen of Crystals drew inspiration from the punk universe, “back when steel shoes were very popular,” she says. “The idea was to create a modern and updated version, with a crystal toe.” The small rhinestones on the front contrasted nicely to the rest of the product. A favorite among the brides in the Melissa community and an habitué in our wish-lists, the J.Maskrey Ultragirl features versions with red crystals on a red basis, and also in black and glassy (transparent) with silver crystals and pink over pink with a beautiful iridescent effect! Did you know that many people receive an ovation as they leave the store after buying one? Maskrey has just launched an online store (www.jmaskrey.com) and has been working on projects with U2 and Lady Gaga.

MELISSA ULTRAGIRL + J.MASKREY

At the top, the Ultragirl inspired on punk boots. Above, the beautiful version with pink crystals, from the J.Maskrey line.

Plastic Dreams

GALLERIES

POP UP

A floral vintage moment under the arches of Covent Garden, the neighborhood that will house Galeria Melissa.

MIAMI Melissa made a big splash in Florida, opening its first pop-up store during the 2013 Miami Swim Week, in July. The store, which will be open for 12 months, displays the largest selection of Melissa shoes in Florida, giving South Beach customers and visitors an unparalleled selection of the ultimate accessory for any swim look. “Plastic shoes are the quintessential accessory for a poolside party or a day at the beach and perfectly befitting of the Miami lifestyle”, states Melissa US CEO, Michele Levy. The store is designed in the same gallery-inspired aesthetics of the US flagship store in New York’s Soho neighborhood. Miami-based architects Beilinson Gomez were charged with bringing the Brazilian company’s pop-up to life. They are known for pioneering the South Beach rebirth through the design of famed shops on Lincoln Road, where the store is located, at number 830. #mustseeplace

YES, LONDON! After Galeria Melissa São Paulo and Galeria Melissa New York, opened in February 2012, the next destination to be part of the Melissa circuit is London, as part of the brand’s international expansion plan. And that’s not by chance, as the UK is Melissa’s largest market in Europe. The address has already been defined: right in the heart of Covent Garden, number 43 of the legendary King Street, the same location that held the first Melissa Pop Up Store experience on Queen Elizabeth’s grounds, during the 2012 Olympics. The region, which has stores of all the trendy brands, dates from Roman times. It was a busy harbor area from the 7th to the 9th century, until the Viking invasion made it too dangerous. In 1980, the Covent Garden Market building reopened as a shopping mall, and in the 2000’s the region received major investments from the government, and the famous Piazza became a true cultural and high circulation entertainment center. The third Galeria Melissa in the world was created by Muti Randolph, the artist, designer and architect responsible for both the brand’s flagship store in São Paulo and worldwide famous nightclub D-Edge, which are both considered city landmarks. Randolph’s talent even earned him an invitation to join the creators’ hall of The Creators Project, which brings together creative minds from around the world. Galeria Melissa London is expected to open as early as 2014.

NEW YORK “Seeds of Color”, an interactive project created by Nicolas Henchoz, Thomas Eberwein, Daniel Tamburrino and SoftLab, is the latest work by EPFL + ECAL Lab., which marks the launch of Ultragirl’s special edition (to the right), only for sale at Galeria Melissa NY (102 Greene St., SoHo) and Galeria Melissa São Paulo.

KING STREET 43

We Are Flowers Summer 2014

SÃO PAULO For the We Are Flowers collection, Galeria Melissa São Paulo will turn into a huge garden. More than 20,000 translucent and colorful (plastic) flowers will be suspended from the ceiling formed by 9 km of crystal resin pipes. “It’s an unusual and unique setup, exclusive for Melissa,” says Marcio Cócaro from Casa Darwin, the agency responsible for the project. The effect is a wave of flowers covering the store’s whole external area. Conception and execution took two months, and 30 people were involved in this teeny-tiny job. Go check it out: R. Oscar Freire, 827, Jardins.

Plastic Dreams

WAKE UP!

START THE DAY WITH BOTH FEET ON THE GROUND. DOWNLOAD WAKE UP, MELISSA’S FIRST MOBILE APPLICATION, NOW AVAILABLE IN BOTH APP STORE AND GOOGLE PLAY. AS YOU WAKE UP, YOU GET THE WEATHER FORECAST AND AN IDEA FOR A MELISSA LOOK. YOU CAN ALSO SHARE YOUR OWN LOOKS AND FIND THE NEAREST STORE FOR YOU TO COMPLEMENT THEM WITH A NEW MELISSA STYLE. #WAKEUP!!!

CLUBE MELISSA

There are already 100 points of Clube Melissa throughout Brazil, and that number is increasing more and more. As you know, it’s all about being more than a chain store, but also a gathering point for Melissa and its consumers and a meeting place for all the girls to come together and celebrate their passion for Melissa’s culture. Not to mention the shopping experience provided by the excited team of vendors, who are also Melissa fans, of course! The clubs feature a lot of interactivity in its iPads and touch screens, as well as a “slot” type application to try and win unique gifts. The windows and the interior decoration are designed differently in each collection (see above for the We Are Flowers summer collection, in one of Clube Melissa’s branches in Rio de Janeiro). Everything to make your visit to the club as special as possible.

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Magic

COLOR CONTEMPORARY FASHION TRENDS AND FLORAL PATTERNS BECOME ONE. CHECK OUT HOW TO MATCH YOUR NEW MELISSAS WITH MODERN AND ÜBER-FEMININE LOOKS. IT’S ALL ABOUT ROMANCE, BUT WITH LOTS OF SENSUALITY. LET YOURSELF BE TOUCHED BY THIS BREEZE.

PHOTOGRAPHER JEON SEUNG HWAN CREATIWVE DIRECTOR EDUARDO JORDÃO DE MAGALHÃES FASHION DIRECTOR NEIL STUART FASHION EDITOR CHERYL KONTEH MAKE UP JULIE JACOBS @ ONE REPRESENTS WITH GIVENCHY PRODUCTS HAIR GARY GILL FOR EMOTIVE, WITH WELLA PROFESSIONALS PRODUCTS NAIL TECHNICIAN STEPH MENDIOLA @ CAREN WITH GELISH PRODUCTS HAIR ASSISTANTS TOM WRIGHT AND JADE HALES MODELS AMRA CERKEZOVIC @ STORM MODEL MANAGEMENT SUNG HEE KIM, ISABEL SCHOLTEN AND THAYNA SANTOS @ UNION MODELS SEE THE MAKING OF ON YOUTUBE/MELISSACHANNEL

MELISSA ULTRAGIRL SPECIAL Some products may undergo color distortion or not be made available for purchase.

SHELL TOP BY GIVENCHY, TROUSERS BY MARINA QURESHI

Plastic Dreams

MELISSA DORIS SPECIAL DRESS BY JOHN ROCHA, JEWELRY BY VIVIENNE WESTWOOD

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MELISSA ULTRAGIRL HEEL SPECIAL DRESS BY LANVIN, BELT BY HERMES

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MELISSA ESTRELICIA BODYSUIT BY MAISON MARTIN MARGIELA

Plastic Dreams

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MELISSA + CAMPANA FITAS MELISSA FLOX DRESS BY SAINT LAURENT

CORSET BY ALEXANDER MCQUEEN, KNICKERS BY DOLCE & GABBANA

Plastic Dreams

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MELISSA ULTRAGIRL HEEL MELISSA FLORET DRESS BY ROCHAS

JACKET BY REPLAY, KNICKERS BY DOLCE & GABBANA

Plastic Dreams

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VIVIENNE WESTWOOD ANGLOMANIA + MELISSA SLAVE SANDAL GILLET BY MICHAEL KORS, JEANS BY BALMAIN

Plastic Dreams

We Are Flowers Summer 2014

SUNG HEE KIM

Unique in both beauty and form

South Korea’s Sung Hee Kim

PLASTIC DREAMS DID A PHOTO SHOOT IN LONDON WITH FOUR DIFFERENT MODELS FOR OUR 10TH COVER:

mark on the world. She was the

while shopping in Seoul. Since

cover of “Vogue Girl Korea” and

then she has worked with top

appeared on the pages of “Vo-

brands, magazines and pho-

gue Italia” and “Teen Vogue”,

tographers in fashion (Chanel,

working with important photo-

Burberry, Dolce & Gabbana,

graphers such as Serge Leblon

Marc Jacobs and almost all the

and our Jeon Seung Hwan for

“Vogues” on the planet,

PLASTIC DREAMS. “It was a won-

to name a few).

derful editorial with amazing

Among the most precious me-

people. And the shoes... I loved

mories of her modeling career,

all the shapes and colors.”

she mentions the Miu Miu and

Favorite flower: Orchid.

Prada campaigns with Steven

“It comes in all colors!”

British “Vogue” with Mario

BLOSSOMING IN THE CURRENT TRENDS.

Testino. “I learned so much

Text Ilana Rehavia Photos Adrian Wolfson

he mission of the day was ambitious: shooting four different covers, with four models. And as if the covers were not challenging enough, there was the whole editorial, and Korean photographer Jeon Seung Hwan also planned to create the beautiful yet complicated overlay effect that you can find here in this current issue, and even make a video with each model. “It was crazy, an odyssey. We arrived at the studio at 8 A.M. and left at 11 P.M.” says creative director Eduardo Jordão de Magalhães. “But it was worth it because the result was wonderful.” Check out the following pages for some of the background of each of Melissa’s beautiful flowers, models with the world ahead of them and already full of stories to tell!

Gary Gill retouches Thayna. At the top, 17-year-old Dutch model Isabel.

She has appeared on the

Serbian agency.

THAYNA SANTOS Brazilian model Thayna San-

working with these wonderful

tos was discovered in October

teams, so these have been

2012, during a contest spon-

some of the most memorable

sored in São Paulo by agency

moments in my career,”

KeeMod. Since then, she has

she says.

been living between Brazil

The photo shoot for PLASTIC

and New York while dedicated

DREAMS was also an intense

to conquering the world of

experience, as she traveled

fashion. “I’ve always heard

back and forth from her home

from relatives and friends that

in New York to London in a

I should try to be a model and

single day. “The team was

now I feel that I was born for

amazing and Melissa’s products

this indeed,” she says. In her

are very famous in Korea!

still blooming career, Thayna

They are the perfect shoes

has already modeled for major

there, especially in the

names such as 3.1 Phillip Lim,

summer,” she says.

Thakoon and Theyskens Theory

Favorite flower: Hydrangea.

ISABEL SCHOLTEN At the top, Amra on the computer screen. Above, creative director Edu Jordão, fashion director Neil Stuart, and photographer Jeon Seung Hwan.

but she has already left her

was discovered five years ago

Meisel and an editorial for the

SPECIAL COLORS AND PERSONALITIES

still living in the Netherlands,

during fashion weeks in New York, São Paulo and Rio de Janeiro. She loves challenging

As a child, Dutch model

model jobs, such as an editorial

Isabel Scholten wanted to

photographed by André Schiliró

be a veterinarian. At age 12,

for “L’Officiel Brasil” (inspired

cover of British magazine “i-D”

However, her plans reach out

and now on PLASTIC DREAMS.

beyond fashion and she’s current

however, she started dreaming

by the movie “Blow Up”), and

“I fell in love with a pair of

preparing to start university. “I

of a modeling career – perhaps

loved shooting for

Melissas I saw in the studio,”

hope to reconcile my modeling

aware of her blooming beauty

PLASTIC DREAMS. “The team

she confesses. Amra has also

career with my studies,” she

– and of conquering the fashion

was fantastic and made

modeled for brands such as

says. The fashion world also has

world one day. She was soon

me feel at home. And also,

and short hair, Bosnian model

Chanel, Dior, Emporio Armani,

its fingers crossed!

discovered by an agency in

Melissa has been a part of my

Amra Cerkezovic is quickly

Fendi, Hermès and Blumarine.

Favorite flower:

life since my childhood. I can

becoming a favorite in the

Not bad for an 18-year-old

shepherd’s-purse

Rotterdam. “They invited me to a casting, I did well, and then

honestly say it was the best

most coveted magazines and

model, who was discovered

“It’s not actually a flower, but

I was offered a contract,” she

work I’ve done so far.”

catwalks of the world.

only a year and a half ago by a

it’s my favorite plant.”

says. Today, at age 17, Isabel is

AMRA CERKEZOVIC With her beautiful eyes

Favorite flower: Orchid.

Plastic Dreams

HYPER BOTANIC

MELISSA PETAL Resembling the layers of flower petals, this new Melissa flat style has one of the main trends for slippers: the pointed toe. Here, the romantic nature of flowers comes together with our main inspiration: organic design. Colors may be pearly, metallic or matte. #dailybeauty #precious #delicate

AMONG THE FOUR PRODUCT LINES LAUNCHED WITH THE “WE ARE FLOWERS” SUMMER 2014 COLLECTION, HYPER BOTANIC IS THE ONE THAT DRAWS THE MOST INSPIRATION FROM ORGANIC FORMS, COLORS AND DESIGNS FROM NATURE’S PLANTS. ALL STYLES CARRY A ROMANTIC SOFTNESS, SOMEWHAT OLD SCHOOL AND BUCOLIC, BUT ALSO URBAN AND MODERN IN THEIR FINAL FORMS. NATURE AND SENSUALITY COMING TOGETHER AT THEIR BEST.

Some products may undergo color distortion or not be made available for purchase.

MELISSA ESTRELICIA The style brings together a thick and geometric heel and softness in form with an unexpected external gap, all inspired by the richness of the various silhouettes that can be found in nature’s flowers. Feminine and comfortable. #sensuality #flowerdesign #silhouettes

MELISSA BALLET MELISSA ULTRAGIRL + MINNIES Minnie’s iconic bow and polka dot print now come in new versions in the classic Melissa Ultragirl. The inner sole brings a delicate black and white print of the timeless cartoon character. Have fun with the ultimate polka dots print trend and bring more of the same pattern to your look! Dare, because you can! #youngandfun #polkadots #heartemoji

MELISSA DORIS SPECIAL Upon first notice of its yellow color tone, a highlight among the style’s palette for Summer 2014, the first thing that springs to mind is a joyful daisy! Melissa Doris Special is pure delight, an everyday option with a geometric metallic embroidery inspired by a flower bed. #yellowisthenewblack #happiness #flowerheaven

OMG! It’s simply impossible not to swoon over the Melissa Ballet style, a trend in slippers design that becomes stronger every season! New colors have been added to the palette and include pink, matte black, Galapagos matte red (awesome!), matte blue and pearly white with gold! #grandjeté #plié #pasdebourré

Plastic Dreams

We Are Flowers Summer 2014

URBAN BLOOM

MELISSA SWEET DREAMS This fresh looking slippers with cutout details resembles the Seduce style (see below), but with a delicate strap over the feet. Melissa Sweet Dreams sensual nature is evoked by its asymmetrical lines and gradient effect. All is an extremely 90s inspired minimalism. Too cool to be true! #fluid #trendy #gradienteffect

BLENDING FUTURISM AND COMFORT, THE URBAN BLOOM STYLE FAMILY PRIVILEGES AN ARCHITECTURAL DESIGN. IT ALSO BRINGS A TOUCH OF THE 90S. THE MAIN GOAL BEHIND THE CREATION OF THESE SLIPPERS AND FLIP-FLOPS WAS TO PROVIDE DESIGN AND CONVENIENCE FOR EVERYDAY LIFESTYLE IN FOOTWEAR THAT WILL ALSO BE ESSENTIAL DURING CASUAL WARM SPRING AND TROPICAL SUMMER EVENINGS.

Some products may undergo color distortion or not be made available for purchase.

MELISSA OPTICAL The design of this style will make your feet look and feel beautiful. With an unique, minimalistic and futuristic design, its an ideal option to be worn with shorts, t-shirts and vests. An 80s inspired look is also a great choice, with a long skirt, blouse or knit. #urbanswoon #thefutureisnow #80scraze

MELISSA HARMONIC The Melissa Harmonic style is reedited this season in breathtaking versions! Complementing its irreverent cutout bows, the different colors of the flip-flop style comes with an insole with a vichy pattern, a season hit that comes with the scent of the 60s French Riviera. Its colors are black and white, beige and brown, red and pink (with yellow), blue and white and green and white. #OMG #frenchriviera #cuteness

MELISSA PATCHULI Comfort and contemporaneity traduce the spirit of the new Melissa Patchulli. The wedge heel gives a technological look to the peep-toe style with matte finishing. The ankle strap guarantees extra comfort and its also its differential, always in contrasting colors. Choose between the four available color combinations and wear it with your most relaxed looks! #itgirl #streetstyle #fashionheaven

MELISSA PLANEHITS This ultramodern slipper combines design technology and simplicity. The style was born from joining two of the most beloved products of the brand: Planetrix and Dance Hits (hence its name!). The matte finish was inspired by the classic Spider style. Pop, fun and sensual! #together #spiderlove #modernity

Plastic Dreams

FLOWER LAB

We Are Flowers Summer 2014

MELISSA FLOX The Franciscan style of the Flox slippers is extremely urban. It translates one of the strongest Europe runaway and street trends: the genderless/unisex spirit. It’s almost like a Gladiator, but with a wider base and more modern and conceptual straps, whilst still simple. A cool color palette of faded tones complete this unique proposal. #cool #easy #fresh #globalfeelings

THE ELEMENTS THAT DESIGNED THE FLOWER LAB GROUP OF MELISSA SYLES ARE MINIMALISTIC AND UTILITARIAN, WITH SIMPLE FORMS THAT EVOKE A TIMELESS DESIRE. TEXTURES AND THE USE OF PIONEER TECHNOLOGY BECOME EVEN MORE EVIDENT IN THIS FAMILY OF THE “WE ARE FLOWERS” SUMMER 2014 COLLECTION. BOTANY AND THE NATURAL SCIENCES HAVE ALSO INSPIRED OUR CREATIVE TEAM, IN A PURSUIT TO CREATE A CONTEMPORARY AND FASHIONABLE ELEGANCE.

Some products may undergo color distortion or not be made available for purchase.

MELISSA LADY DRAGON MELISSA FLORET Melissa’s latest wedge heel is one of the collection’s main hits! It features a modern geometric cutout in the front and a unique negative/positive heel style (amazing in comfort!). Its awesome color palette includes all purple, grey and red, white and black and this groovy green! #bicolor #hotstuff #irreverence

In addition to the Lady Dragon Stone, the ruling archetype of Melissa’s portfolio now comes in two new versions: off-white and black, that will go with pretty much anything in your closet. The style features a golden triangle embroidery with black rhinestones. A must have! #plasticjewel #punklove #comfyheels

MELISSA ULTRAGIRL HEEL SPECIAL A grrrrrr-8 option for more sophisticated occasions, also embellished by beautiful rhinestones. The color palette aims at the essentials: all grey, black and gold (pictured) and beige with black. Modern luxury! #peeptoelove #party #aboutlastnight

Plastic Dreams

TECHNO KITSCH STRONG COLORS AND BOLD COMBINATIONS. A TOUCH OF ECCENTRICITY AND THE WILL TO STAND OUT ARE THE FOUNDATIONS OF THE TECHNO KITSCH STYLES GROUP. THIS BRANCH OF THE COLLECTION ALSO COMES WITH A PERSONALIZED ROCK’N’ROLL SPIRIT, REFERENCING THE 80S AND 90S. JOIN US IN THE PREMIERE OF THE MELISSA ULTRAGIRL HEEL AND ENJOY THE NEW COLOR PALETTE OF THE MELISSA SPIKES STYLES, WHERE YOU ARE ALWAYS THE LEADING CHARACTER OF THE STORY!

Some products may undergo color distortion or not be made available for purchase.

MELISSA ULTRAGIRL HEEL

MELISSA FRESH BLOOM

The combination of two classic styles (Ultra and Lady Dragon) created an instant hit for the season! And now Melissa is proud to present the latest high heels in its portfolio! The color palette is a dream come true: pink, red, purple, beige and black. Rock on! #justbeautiful #safeandsexy #favoriteheels

Metallic embroideries are as trendy as ever in the “We Are Flowers” collection! The main element of the Fresh Bloom style, a comfy flat that comes in purple, pink, beige, black and matte black. A great option for a work day! #shinebrigh #modern #blingbling

MELISSA SPIKES MELISSA COLOR Chinelito primo da Love City (acima). Compõe as frases I Love Me, Plastic Lovers e o nome da coleção, We Are Flowers. As cores vêm dos anos 80 e 90 pra fazer ferver seus looks de calor. #twins #bicolor #loveU #FYKDYK

As you already know, Melissa Spikes amazing heels are a landmark of stability and comfort. The style is now more alluring than ever, with a trademark changeant color technology. One of its style is a true chameleon: with a black base, depending on its position it reflects a gorgeous petroleum blue tone! #stilettopeeptoedeluxe #karmachameleon #fortheloveofspikes

Plastic Dreams

COLECTION

We Are Flowers Summer 2014

KIDS + BABY :-)

FURADINHA

TWO OF MELISSA’S SEGMENTS THAT KEEP ON GROWING SEASON AFTER SEASON: BABY (SIZES 17 TO 25) AND KIDS (26 TO 32). SOME ARE BUYING THEM EVEN BEFORE THEIR GIRLS ARE BORN, SOME ARE BUYING THEM AS GIFTS FOR FRIENDS OR RELATIVES… ALL THAT CUTENESS IS JUST IRRESISTIBLE!

FURADINHA Features a cute cherry pattern, with a checkered Vichy-style insole in the Baby segment. Comes in black, yellow and white.

ARANHA BABY The new Aranha features matte embroidery that looks like a piece of chocolate with a bite to the right, and a matching printed insole. There are four colors: blue (picture), yellow, white, pink and black.

#TEENS

ULTRAGIRL GATINHO The Mini Melissa Ultragirl with the kitten is a total hit. The new colors also feature the muzzle on the front, and little paws on the insole and the tail behind! In red (picture), pink and gray. How about those whiskers?!

CAMPANA ZIG ZAG

Alguns produtos podem sofrer distorção de cores ou não serem disponibilizados para comercialização.

ARANHA + MINNIE

Featuring sizes 26 to 32, this model has four color options, always glittered. To get the party started!

Aranha now has a spotted bow and an insole featuring one of Disney’s most beloved characters! Options: yellow, pink, red and white.

ULTRAGIRL GLITTER KIDS There are five available colors, one glittered and one flocked: pink (picture), black, red, gray and gold. Sizes 26 to 32. YAY!

ULTRAGIRL SWEET The super-bow from Magnólia now for the younger girls! Sweet comes in several variations: monochromatic in red, black with tortoise shell bow, beige or green with black and burgundy with blend bow (picture).

ULTRAGIRL SPECIAL The new Ultragirl was surely a must in the kids’ line, to avoid any eventual brawl ;-) With the rhinestones, available colors are purple, pink, beige and black (superfashion!).

ULTRAGIRL BOW

POLIBOLHA

Which girl (and which mother) resists to bows? This Mini Melissa, which spans sizes 17 to 25, features five matte colors for your baby doll, complete with small bows matching the insole: blue/red (picture), black/yellow, beige/black, red/pink and red/blue. Always with the convenient Velcro clasp!

This Mini Melissa features textures reminiscent of bubble-wrap, colored like yummy candy. The new palette is irresistible, contrasting with the laces like the pink/blue in the picture, lilac/white, gray/ yellow, purple/white, red/ pink, blue/light blue and black/white, which will even fit the boys...!

ULTRAGIRL Wow! There’s so much awesomeness in this Mini Melissa Ultragirl with the embossed cow over the peep-toe and the spotted pattern on the insole. Pick your choice among white (picture), black, yellow, beige or red. Or have all of them!!!! :-)

Plastic Dreams

We Are Flowers Summer 2014

THE FLOWERING AMAZON THE LIFE AND WORK OF MARGARET MEE, A LEGENDARY BOTANICAL ARTIST WHO DEDICATED HER ENTIRE LIFE TO FLOWERS. Texto Sergio Amaral Text André Rodrigues

“A

s I stood there, with the dim outline of the forest

all around I was spellbound. Then the first petal began to move and then another as the flower burst into life. It was opening so quickly. In the early stages an extraordinary sweet perfume wafted from the flower, and we were all transfixed by the beauty of the delicate and unexpectedly large flower.” The extract from one of Margaret Mee’s (1909–1988) original journal entries describes in sharp detail how this botanical artist, a few months before her untimely and tragic death, managed to surmount the “moon flower” – flowers there is. Margaret was born in 1909 in Buckinghamshire, England, and worked as a designer during the Second World War before

retraining at St. Martin’s and

CRÉDITO DIVULGAÇAO LIVRO

one of the rarest and most exotic

01. The “moon flower, Selenicereus wittii 02. Neoregelia margaretae

Plastic Dreams

We Are Flowers Summer 2014

Camberwell Schools of Art. In 1952, on a visit to Brazil, she was taken by the pulsating landscape surrounding São Paulo and decided to settle in the city. COURTESY NONESUCH EXPEDITIONS SOUTH AMERICAN PICTURES

Her fascination was such she felt compelled to capture the astonishing beauty, and so began her career as a botanical artist. In 1956, when she was forty-seven, Margaret undertook the first of her many expeditions along the Amazon to search out and record the hidden exquisiteness of the forest before it was lost. Initially sketching the plants in the jungle, she would then work on the large illustrations of the entire plant in her studio in Rio de Janeiro. Nine of these plants recorded by Margaret, previously unknown to science, are now named after her. Margaret Mee must rank as one of the most remarkable

women of the 20th century. She was an exceptional explorer and

of the Order of the British Empi-

botanical artist, acclaimed by

re. Margaret was also an hono-

botanists and art critics alike.

rary citizen of Rio de Janeiro. It is

Recognition of her work came

ironic that this enthusiastic lover

in the form of financial support

of the Amazon, who had braved

from the Brazilian government,

so many hazardous and alarming

the National Geographic Society

circumstances deep in the forest,

and a Guggenheim Fellowship. In

ended up being killed in a car

1976, she was made a Member

“MARGARET MEE AND THE ‘MOON FLOWER’”

accident in England. By that time

she was seventy-nine. Her death took place only a couple months after she had found, witnessed and registered by means of her artistry the blooming of the “moon flower”, a rare type of cactus that blossoms only once

in its lifetime. In one of her last entries, Margaret wrote: “The ‘moon flower’ closed before dawn, forever. Birds from their roosting places were flying over the islands. A toucan appeared above a canopy glistening with dew. An elegant heron was fishing. Another day had

dawned.”

01. Memora schomburgkii. 02. Nymphaea rudgeana. 03. Psittacanthus cinctus (Loranthaceae). 04. Rudolfiella aurantiaca.. 05. Margaret Mee smelling the sweet perfume wafted from the “moon flower” early blooming stages. 06. Neoregelia eleutheropetala.

Directed by Malu De Martino and produced by Elisa Tolomelli, the short film documentary “Margaret Mee and The Moon Flower” was released in Brazil last April. “My idea was not only to depict one of the greatest botanical artists to date, but also show how this woman was fully engaged in the preservation of the Amazon forest”, says De Martino. The documentary was shot between years 2010 and 2011 in numerous sites among the Amazon region, London, Rio de Janeiro and São Paulo. It showcases interviews with distinguished researchers and specialists, such as the botanical artist Carmem Fidalgo and also botanists Maria das Graças Wanderley and Oswaldo Fidalgo, from the Instituto de Botânica de São Paulo (Institute of Botany of São Paulo), only to name a few. It features voice over by famous Brazilian actress Patricia Pillar. For further information, pictures and videos go: margaretmee.ehfilmes.com.br

GETTY IMAGES

We Are Flowers Summer 2014 COURTESY OF SOTHEBY’S

01 01

01. Carnívoras. 2008. Oil and plaster on canvas. 190 x 120 cm. 02. Meu limão. 2000. Acrylic on canvas. 249 x 320 cm. 03. Andy Warhol stands in front of one of the canvas from his Flower series. 04. Frida - White Bench. 1933. Carbon Pigment Color print. 22 x 17 cm. 05. Ananas et Anèmones. 1940. Oil on canvas. 73 x 92 cm. 06. Vase avec 15 Tournesols. 1888. 92.1 x 73 cm.

FLOWERS HAVE BEEN PART OF SEVERAL IMPORTANT ARTISTIC WORKS, AS OBJECTS OF STUDY, ALLURE AND INSPIRATION. SUCH WORKS HAVE HELPED TO DEFINE THE COURSE OF ARTS UNDER DIFFERENT FORMS OF EXPRESSION.

REPRODUCTION OF THE BOOK COVER “I WILL NEVER FORGET YOU... FRIDA KAHLO AND NICKOLAS MURRAY - A LOVESTORY”DE SCHIRMER/MOSEL

Text André Rodrigues

hat if the first artist to turn a flower into art was a caveman? Figure those murals painted for posterity with the juice of petals and seeds, which were later called “cave art” – perhaps the first known social network. Actually, flowers have always been significant elements in the output of some of the most influential painters in history. For instance, Claude Monet (18401926), the father of Impressionism in France. Without flowers, it’s difficult to understand those brushstrokes that remixed the real world, especially during the time he lived, in which each and every painting was supposed to be a mathematical process instead of an emotional one. Monet and his friends also coined the term en plein air, regarding the paintings created out in the open, outside the studio. Close to nature. Surrounded by fauna and flora. Gazing at the flowers. This trend hit eccentric Vincent van Gogh (1853-1890),

famous for the sunflowers in his paintings. Monet himself praised Van Gogh, who was considered a Post-Impressionist. One of his seminal works, “Vase with Fifteen Flowers”, is now valued at more than US$ 80 million. Then came Henri Matisse (1869-1954), with his colorful and one dimensional floral patterns; Georgia O’Keeffe (1887-1986), whose output was almost entirely focused on flowers – pretty much like those macro shots easily found on Flickr nowadays; Diego Rivera (1886-1957) who used flowers extensively and was also married to Frida Kahlo (19071954), a Mexican artist known for incorporating flowers in her paintings and in her daily looks. More recently, the fashion world has been taken aback by the colorful explosion of flowers developed by Japanese designer Takashi Murakami – everyone craves his ultra-flowered wallpapers that turn any living room

into a manga scene. And who has never heard of Andy Warhol’s hibiscus (1928-1987)? Such delicate flowers suddenly have their petals drenched in acid, irresistible colors. One of Warhol’s pupils, the indefatigable Keith Haring (1958-1990), also came to paint a series inspired by flowers – curiously on the exact year he died,

almost serving as a bouquet for his own tombstone. When it comes to Brazil, we can mention the geometric gardens by Tarsila do Amaral (1886-1973), the brown sugar girls with flowers by Di Cavalcanti (1897-1976), Paul Von Poser’s roses and even the “Venus Flytrap” series by Adriana Varejão. But the headliner in this game is Beatriz Milhazes, a carioca painter who has recently become an auction darling, thus gaining worldwide fame and prestige, with her ultra colorful and full of flowers canvases. The fact is that every artist, from Brazil or abroad, has created something so that flowers would not go unmentioned.

DEAGOSTINI/GETTY IMAGES

FLOWERS IN ART

BOB THOMAS/GETTY IMAGES

REPRODUÇÃO DO LIVRO “ENTRE CARNES E MARES“, ADRIANA VAREJÃO

Plastic Dreams

THE SPRING OF MUSIC JUST LIKE IN FASHION AND IN SEVERAL OTHER FIELDS OF CREATION, MUSIC ALSO FEEDS ON THE RICH DIVERSITY OF FLORA. HERE, PLASTIC DREAMS PRESENTS SOME OF THE MOST INSPIRING MOMENTS IN WHICH FLOWERS BLEND WITH COLOR, VISUALS AND SOUND. Text Sergio Amaral

PLAY FOR YOU TO GROW YOUR MUSICAL GARDEN... TWO DOOR CINEMA CLUB

SPRING” ROXETTE

FADING LIKE A FLOWER” M83

RUN INTO FLOWERS” STEPHEN MALKMUS & THE JICKS

SEMINAL

GARDENIA” SEAL

Radiohead’s debut “Pablo

KISS FROM A ROSE”

Honey” (1993) did not receive

MOBY

due attention at the time of

FLOWER”

its release. Critics found it all

CLUBE DA ESQUINA

very strange, sloppy even. But that didn’t stop the album from

UM GIRASSOL DA COR DO SEU CABELO”

reaching the pop charts with

TALKING HEADS

NOTHING BUT FLOWERS”

tracks such as “Anyone Can Play

PEACE & LOVE

NEW ORDER

STING

Guitar” and “Stop Whispering”,

DESERT ROSE”

plus the group’s most famous

THE WHITE STRIPES

One of the most important al-

hit, “Creep”, which has been

Scott McKenzie’s “San Francisco”

bums of the 80’s, “Power, Corrup-

re-recorded by several other

became an anthem of the Flo-

tion & Lies” (1981) made history

artists including The Pretenders,

FLOWERS IN DECEMBER”

wer Power generation. Compo-

as the album that allowed New

Tears for Fears and Macy Gray. It

SCREAMING TREES

sed by the leader of The Mamas

Order to define the post-punk: a

even appeared on “Glee”!

and The Papas (John Phillips),

mix of rock and electronic music

it was intended to promote a

that would influence almost

charity event, the Monterey

every band that came afterwards.

The song “Flower” came

Pop Music Festival. The lyrics

The album includes hits like “Your

alongside “Play”, the album

and it’s a bit erotic too, like

depict an entire groundwork

Silent Face”, inspired by another

that lifted music producer Moby

Mapplethorpe’s flowers. The

in peace and love: “If you are

electronic classic, Kraftwerk’s

and the electronic music of the

track is “In Bloom”, a hit from

going to San Francisco / Be sure

“Trans-Europe Express”, and “Age

2000’s to the mainstream. Rele-

another album that made

to wear flowers in your hair / If

of Consent”, which appeared in

ased in a special edition of the

rock history (and Nirvana’s

you’re going to San Francisco /

the soundtrack of Sofia Coppola’s

album with b-sides, “Flower” is

history): “Nevermind”. The

You’re gonna meet some gentle

“Marie Antoinette”. The iconic

not the most romantic song. Ac-

band’s mythology has it that

its music, floral references are

an ode for nature and Earth.

people there.” It became a hit,

cover, created by mythic designer

tually the lyrics seem to suggest

Kurt Cobain wrote the words

an inspiration for a multitude of

Another well-known local hit

reached the Billboard charts –

Peter Saville, is a reproduction of

death, loss and mourning. But

as a sort of criticism to the

songs. An example would be a

is “Um Girassol da Cor do Seu

fourth position in the U.S. and

the painting “A basket of roses”,

when it comes to production

outsiders of the underground

classic anti-censorship anthem

Cabelo” (A Sunflower in the

first position in England – and

by French artist Henri Fantin-

and harmony, melancholy has

scene, who were unable to

released during the Brazilian

Color of Your Hair), by Milton

was part of the soundtrack

-Latour, and creates a duality

no chance. It was even featured

understand (and feel) what

dictatorial period: Geraldo

Nascimento and Lô Borges,

of Robert Zemeckis’ “Forrest

between the romanticism of the

in the soundtrack of “Gone In

was behind the group’s work.

Vandré’s Pra Não Dizer que Não

which became a cult among in-

Gump” and Roman Polanski’s

image and the gloomy sound of

Sixty Seconds”, that kinda iffy

Despite the rage, “In Bloom”

Falei das Flores (Not To Say I

ternational musicians. The likes

“Frantic”. Oh, the festival, of

the album. For the designer, the

action film starring Nicolas Cage

was successful. The video, a

Didn’t Mention Flowers). There

of Savath & Savalas (project by

course! It made history: 200,000

image “suggested the means by

and Angelina Jolie, in which a

parody of televised musical

are also anthological sambas

Prefuse 73’s designer Scott Her-

people attended the event that

which power, corruption and lies

retired expert car thief goes

performances in the 60’s,

such as Cartola’s As Rosas Não

ren, released by Warp Records)

started the first Summer of Love

infiltrate our lives. They are allu-

back into business to save his

was awarded Best Alternative

Falam (Roses Can’t Speak), and

and musician José Gonzalez

back in 1967.

ring,” he said about the creation.

brother’s life.

Video on MTV in 1993.

even a song by Tom Jobim, the

have done covers of the song.

Released in the late 60’s,

TECHNICOLOR

BLUE ORCHID” MAZZY STAR

BED OF ROSES”

TRUE UNDERGROUND

REM

LOTUS” NICOLAS JAAR

It’s rock, it’s underground

SUNFLOWER”

MADE IN BRAZIL In this tropical country and in

country’s most popular classical musician: “Forever Green”,

Plastic Dreams

Springtime aroma

We Are Flowers Summer 2014

THE “FAMILIES”

04 02

“EVERY FRAGRANCE PRODUCER USES A DIFFERENT RATING, SO THERE IS NOT A SINGLE, UNIFORM ONE” SAYS EXPERT RENATA ASHCAR. “THERE IS NO COLOR CHART FOR PERFUMES,” SHE JOKES. THESE ARE SOME OF THE MOST RECURRING VARIATIONS:

Soliflor THE ULTIMATE TREND IN PERFUMES IS ACTUALLY FLORAL FRAGRANCES. THERE ARE PLENTY OF NOVELTIES FOR THOSE IN PURSUIT OF THE FEMININITY AND THE SWEET FRESHNESS OF THESE SCENTS.

A single floral note, the beginning of modern perfumery. Perfumers are inspired by nature and try to reconstruct and stylize a rose, a jasmine, a violet etc. Dior’s Diorissimo and Chloé are examples.

Texto Sergio Amaral Text Stephanie Noelle

An association of several floral notes like in a real bouquet. E.g.: Lancôme’s Trésor and Nina Ricci’s L’Air du Temps.

ust like the fashion world, perfumery also has its

a very particular smell.” But lightness probably will not

which features musk, honey, and almond, in addition to the

please women who prefer more

tuberose, making it stronger

the floral fragrances, which

striking scents, right? Wrong.

and more durable.

were away from the spotlight a

There are also the floral-oriental

While searching your own

while ago. “Florals are the main

fragrances, which in addition to

perfume, you may prefer an

olfactory family. When you think

flowers include “denser ingre-

iconic one such as Chanel No.

of perfumes for women, this is

dients such as vanilla, resins,

5 (with jasmine, roses, and 80

the preferred branch for most”,

incense, any kind of spice,” says

more ingredients), Cacharel’s

explains expert Renata Ashcar.

Renata. According to her, the

Anaïs Anaïs (composed of or-

“It’s a kind of fragrance that is

combination is super-trendy!

ange blossom, iris, and tuberose,

If you’re looking for a

mixed with incense, amber,

she explains. Especially when

perfume that suits you well,

sandalwood ,and cedar, making

combined with fruity scents.

it’s important to take retention

it pretty intense), and Yves

According to her, the floral-

into account. “It depends on

Saint Laurent’s Paris (with roses,

fruity combination is the most

the intensity of the flower and

violet, bergamot, and a touch of

common in the range of florals.

the density of the ingredients,”

sandalwood and vetiver).

A floral perfume is obviously

the expert explains. “Wood

07 08

Floral Bouquet

trends, and lately it is all about

well suited to Brazil’s climate”,

Also worth mentioning are

composed of flowers, but which

is less volatile than lavender

Lancôme’s Trésor, another

ones? The core is rose and jas-

and therefore tends to remain

classic with a floral-oriental

mine. “Another combination that

longer on the skin.” There are

fragrance (hints of apricot,

won over Brazilian women was

florals such as Prada’s Infusion

lilies, roses, peach, amber,

white flowers such as gardenia,

d’Iris, which is very lightweight

and vanilla) and Brazilian Lily

tuberose, magnolia,” says Re-

and features ingredients with

Essence, by O Boticário, with

nata. “It’s a feminine scent, with

low density, and Dior’s Poison,

white flowers. Help yourself!

Floral Aldehyde

One of the most important ones, which originated Chanel No. 5. A flower bouquet reinforced by satiny, slightly woody notes.

Floral Green

The floral bouquet receives fresh and green notes. Some examples would be Chanel No. 19 and Kenzo’s Parfum d’été.

Floral Woody

01. Burberry Body Eau de Toilette: Floral woody, with an eclectic combination of refined ingredients.

02. Issey Miyake Pleats Please: Inspired by the stylist’s famous

The floral is dominant, but there are woody and satiny notes and touches of vanilla, as in Hermès’ 24 Faubourg.

pleats, it’s a fragrance with a floral, fruity, and woody structure.

Floral Aquatic

04. Natura Ekos Água de Banho Encantos de Capitiú: A fascinating

The floral bouquet receives touches of marine notes. A famous example would be Armani’s Acqua di Gio.

Floral Fruity

The floral bouquet is very present, but there are hints of fruit, such as apricot, raspberry, and pear. E.g.: Oscar de la Renta’s So de La Renta.

03. Bulgari Omni Coral: A radiant floral/fruity fragrance that evokes the essence of summer. floral bouquet with hints of pink pepper.

05. Lolita Lempicka Eau de Minuit: A seductive essence of licorice flower, adorned with an extraordinary jewel.

06. Fan di Fendi Eau Fraîche: A Floral Aquatic, this is the line’s lightweight and fresh version.

07. La Petite Robe Noire Guerlain: Extraordinary floral/fruity fragrance for contemporary women.

08. Jour d’Hermès: Essence of femininity in a bottle; floral green that stands out among others in the same family.

Xxxxxx Xxxxxxx Verão 2014

hanel loved them. Christian Dior and Yves Saint Laurent did as well. Domenico Dolce & Stefano Gabbana are also fans, as well as Alexander McQueen, Lanvin’s Alber Elbaz and Vivienne Westwood. There is no denying: the fashion world LOVES floral patterns. It is probably one of the icons of this universe since the Ancient Times – back when fashion didn’t even have a name yet (it was “only” clothing and adornment for the Greek and the Trojan). But aside from nature, fashion allowed flowers to be reproduced and reinvented to exhaustion. Having a flower of choice is pretty much a ground rule and a nice first step. Think of Chanel

and her camellias, for example, one of the key elements of her brand’s imagery (right beside pearls, tweed, tailleurs, among others). Legend has it that she loved camellias for several reasons: their simple, rounded and androgynous shape, the purity of their white petals, and also because they rarely give out scents – and Gabrielle “Coco” Chanel indeed liked the No. 5. Christian Dior, a fan of flowers and gardening, even bought a flower farm in Southern France, near Provence. His fascination was such that it eventually led to the creation of his famous (and super-duper-historic) New Look in 1947, the one with the rounded shoulders blazer, cinched waist

Text Sergio Amaral Photos Marcio Madeira e Reproductions

and wide skirt, round at the bottom (named corolla). A fan of lilies of the valley (mayflowers), he said at the time: “I design clothes for flower-women.” His fashions shows would traditionally feature a look – or a “mannequin”, as one would say by then – with mayflowers, whether embroidered or printed. Their scent (which can only be redeveloped, instead of naturally extracted) is also an important element in many of Dior’s fragrances, specially the iconic Diorissimo. As you can see, the relationship between flowers and fashion has bore plenty of fruit. One of the latest – and perhaps one of the most beautiful –

examples was part of Alexandre Herchcovitch’s 2013 Winter show, with flower-women on dresses that seemed to depict petals falling down, uncovering and revealing the models’ bodies on the catwalk – mesmerizing the attending audience and those who saw the pictures online only moments later. Italian Miuccia Prada, considered one of the most influential contemporary designers, is another rare finding in the realm of flowered fashion. In her 2013 summer collection, she made an unusual interpretation of floral patterns with oriental references and a rather unromantic – yet fetishized and eerie – view on them. The biodiversity and evolution

BROCHE CAMÉLIA CHANEL

ALEXANDRE HERCHCOVITCH WINTER 2013

PRADA SUMMER 2013

THROUGHOUT ALL SEASONS, FLOWER PATTERNS INVADE BOTH THE STREETS AND THE CATWALKS. EXPLORE A PART OF THIS GARDEN WHERE STYLISTS GATHER THEIR REFERENCES.

ALEXANDER MCQUEEN SUMMER 2007

SAINT LAURENT PARIS WINTER 2013

The sweetest fashion

LANVIN WINTER 2013

NEW LOOK DIOR 1947

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of species would make even Darwin himself go mad! There’s something for every taste, type and preference, in a profusion of prints, patterns, proportions, shapes, materials and applications. That can be easily seen from the sweetly romantic Dolce & Gabbana dresses to the Lanvin’s über-feminine elegance, through Givenchy’s sexy-celibate interpretation, Alexander McQueen’s conceptual versions and John Galliano’s eccentric depictions, during his time in Dior. And what about Liberty – the English brand (and Melissa’s partner) that has made history since 1875 with its floral patterned fabrics? There are so many

patterns that one of the most classic ones (with small flowers) was copied and recreated from Bom Retiro to Harajuku, from fast-fashion stores to the most exclusive and luxurious global brands. And recognition is also universal, because this particular type of design has been immortalized in fashion and even received the brand’s own name: it’s the Liberty floral (such as the Chanel tailleur, Dior’s New Look or Saint Laurent’s jackets). In this sense, fashion overcomes nature: here flowers are timeless, and still bear fruit that you will not simply admire. You may (and you probably will) love dressing them.

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The moving petals

Text André Rodrigues

he “American Beauty” rose is not only the namesake of Sam Mendes’ 1999 Academy Awardwinning film, which inspired one of the fashion editorials of this Summer 2014 issue of PLASTIC DREAMS. Those gorgeous red roses are one of the film’s most defining motifs, playing a key role in Kevin Spacey character’s

fantasies and providing the audiences with one of the most mesmerizing flower moments in cinema history. There are plenty of memorable flower film scenes, of course. Think about Tim Burton’s “Big Fish”, when the hopelessly romantic Edward Bloom (played by Ewan McGregor) floats with his sweetheart in an endless sea of bright yellow

IVULGAÇÃO/VIRA COMUNICAÇÃODIVULGAÇÃO/VIRA COMUNICAÇÃO DIVULGAÇÃO/VIRA COMUNICAÇÃODIVULGAÇÃO/VIRA COMUNICAÇÃO

FILMMAKERS LOVE BEAUTY AND SO DO AUDIENCES. HENCE FLOWERS HAVE BEEN ON THE SCREEN SINCE THE BEGINNING OF THE MOTION PICTURES, CONVEYING A MULTITUDE OF EMOTIONS, SUGGESTING THE PASSAGE OF TIME OR COMPLEMENTING THE ALLURE OF MOVIE STARS

We Are Flowers Summer 2014

daffodils. Or of Sophia Loren surrounded by sunflowers in a field in the Soviet Union in the heartbreaking 1970 drama by Vittorio de Sica, “Sunflowers”. Other than being strikingly beautiful and very photogenic, flowers carry great cultural significance and symbolism in both Western and Eastern cultures, providing additional layers to narratives from all over the world. Japan’s most beloved flowers, the cherry blossoms, have been on the screen ever since the early days of the motion pictures in that country, perhaps reaching a visual peak in Kurosawa’s arrestingly beautiful and

personal masterpiece “Dreams”. But more than once, they have crossed continents and film productions. In Academy Award Nominated filmmaker Lucy Walker’s short documentary “The Tsunami and the Cherry

01. Sophia Loren in a Soviet sunflower field in Vittoria de Sica’s cult movie 02. The iconic image from Sam Mendes’ Academy Award-winning drama 03. In “Big Fish”, Tim Burton created one of the most beautiful flower moments in cinema 04. The cherry blossoms in Doris Dörrie’s feel-good movie celebrate the main character’s new beginning 05. Pete Postlethwait plays a mafioso who is also a florist, inspired in a real-life character in “The Town”.

Plastic Dreams

07. Cherry blossoms enhance one of the most beautiful scenes of “Memoirs of a Geisha”, directed by Rob Marshall 08. Lucy Walker’s “The Tsunami and the Cherry Blossom” was nominated for an Academy Award in 2013.

Blossom”, the delicate pale pink flowers remind viewers the way “beauty and terror always exist in nature”. Walking a different path, German director Doris Dörrie takes the leading character of “Cherry Blossoms”, Rudi Angermeier (Elmar Wepper), to Japan in a story that culminates in a pilgrimage to Mount Fuji in the midst of the cherry blossom season, a celebration of beauty, impermanence, and new

beginnings. Sometimes, of course, there’s no deeper significance in cherry blossoms, except for their beauty. Take for instance, the scene from the film adaptation of Arthur Golden’s bestseller “Memoirs of a Geihsa”, when Sayuri

goes for a walk with the enigmatic Chairman standing beneath a cherry blossom tree. What other meaning is there besides a purely aesthetic one? Flowers can also reveal contrasting or transitioning personality features in

film characters. In Ben Affleck’s “The Town”, Pete Postlethwait plays Boston crime lord Fergie, who upholds a legitimate front as a florist, in great contrast to his violent nature. In a whole different way, a 22-year old Brigitte Bardot wearing a faux daisies bralette displays innocence (or the loss of it) in a striptease contest in “Plucking the Daisy”. Be they roses, carnations, lilies, or orchids, used as recurrent motifs or schemes, flowers bring an array of emotions, meanings, or just plain joy and beauty into a film scene. They remind us that, hopefully, life can always imitate art. And vice-versa.

BEAUTY COLUMN

LIPS, HAIR, EYES AND SKIN: NOW IS THE TIME TO UPGRADE YOUR MAKEUP CASE (AND LEAVE VAMP LIPSTICKS AND ÜBER-DARK EYES TO REST) WITH THE BEST CHOICES FROM THE MÉTIER.

Roberto Cavalli 2013

M A K E U P

freshness

more light

cat eyes

There’s nothing better – and prettier – than the combination of lush skin with a colorful lipstick – light pink is a top choice – or one with a natural color, with highlighted temples. You can match it with a 60’s ponytail, a turban with some ends down or a fancy side parted hairdo.

Skin is matte, but the highlighter will be your best pal. Apply it to the key spots – temples, inner corner of the eyes and the Cupid’s bow – to make them stand out, and avoid powder on the whole face. Some matte foundation and powder on the T-zone will do the trick.

If you’re still fearful of colorful eyes, now is the moment to flip that switch. But take it easy, no vibrant shadow over the whole eyelid. Skip the eyeliner in black or brown and go for a lighter blue, faded pink or maybe even lilac. Update your look in a heartbeat!

outlining Text Stephanie Noelle Photos Marcio Madeira

Stella McCartney

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The season’s rouges are the contour ones. The matte brown or bronze shades help defining the facial contours and provide a warmer expression. Watch for the orangish tones: you definitely don’t want to look like a brick!

rebellion You know the post-party eye makeup you pray that no one will notice? There’s no need for that. Rebellious eyes are super trendy in fashion, following the 90’s and grunge references currently on the catwalks. You can try it just by making a thicker eye line or adding more shadow to the lower lashes. Imperfection is welcome.

RUNWAY COLUMN

We Are Flowers Verão 2014

#NDA #DIGITALPRINTS #DIGITALFASHION

CORNELIA VAN RIJSWIJK

ALEXANDER MCQUEEN FALL 2010

Text Camila Yahn Photos Marcio Madeira

IRL LONDON SPRING/SUMMER 2014

GEORGIA KUHN

TECHNOLOGY INSPIRES DESIGNERS AND TRANSFORMS OUR VISION. THIS SEED BECAME THE “NEW DIGITAL AESTHETICS”, WHICH IS NOW COMING TO THE CATWALKS EAGER TO BECOME A FASHION PHENOMENON WITH NO EXPIRATION DATE: AS PERENNIAL AS PLASTIC FLOWERS.

IRR LONDON SPRING/SUMMER 2013

IT’S DIGITAL TIME!

PREEN SUMMER 2012

Plastic Dreams

cnew phenomenon is coming strong and settling down on the promise of lasting longer than a season. It’s NDA (New Digital Aesthetics), showing the distorted beauty just as we see it through our digital eyes. The way we see the world is changing. We are increasingly looking at it through the screens of mobile phones, tablets, cameras and computers. The encounter between the human and the digital gives room to several visual

possibilities. This new aesthetic, which shortly won’t even be new anymore, is primarily focused on pixelated, low-resolution computer-generated effects. In fashion, NDA appears in more and more extraordinary digital prints. Many designers are embracing the revolution of computer-processed stamping and creating images and visual possibilities that were previously deemed unthinkable for a piece of clothing. Technology inspires and impacts the way designers think and work. The results that emerge through digital creation are way beyond the preaching of the homemade Instagram aesthetic. Instead, they are sophisticated, upscale and unique. Many looks seen recently on catwalks around the world mix universes, tell stories and recite poems. And despite being the bridge to the future, NDA embraces the retro style, especially the geometric effects of the 80’s and the gaming culture. They are new ways of seeing the world, in order to capture the echoes of society and to question what is beautiful, proposing a kind of beauty that has not been processed yet. In the end, the creativity and the ideas that pulsate within the heart are the keys for these innovations to remain fresh and real. Regardless of the innovation, the human thought will deem it relevant and useful. For you, Miss Melissa, who grew up only understanding the complexity of a digital world, this is not your future, but rather your present.

Global basket

IT’S ALWAYS A PLEASURE TO RECEIVE AND GIVE FLOWERS FROM/ TO YOUR LOVED ONES. MAKE THE MOST OF YOUR FLOWER SHOPPING EXPERIENCE BY BUYING THEM IN ONE OF THESE UNIQUE SHOPS.

PHOTO BY FRANZ, ART DIRECTION BY MELODY & HOSANNA

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We Are Flowers Summer 2014

THE FLOWER TRUCK Los Angeles

In L.A., where people practically live inside their cars, Jenifer Kaplan made her dream of having her own business come true by opening a mobile flower shop. She rolls around town in a redone 1970s ice cream truck dubbed “Lola,” selling flowers and “to go” vases for an impromptu gift or just to light up your day.

www.only-roses.com

Text Suzy Capó

ONLY ROSES

London and Dubai Singapore

Lucy Siah and her sister-in-law Josephine Lau took over a florist and have been working at it for 13 years. Working in a light and bright studio in a quiet neighborhood in Singapore, the two women do event styling, bridal flowers, wedding décor, apart from everyday flower arrangements and bouquets sold in their online store.

www.floralmagic.com.sg

CHRISTIAN ASCHMAN

As the name suggests, the store sells only roses, specializing in Ecuadorian Roses, extra large flowers grown at high altitude farms up in the mountains of Ecuador, the perfect climate for them. In addition to two London shops, OnlyRoses has a branch in Dubai, located in the exclusive Palm Strip Mall, opposite Jumeirah Mosque.

FLORAL MAGIC

theflowertruck.com

PHILANTHIA Budapest

BLOEMENMARKT Amsterdam

Singel 610-616, Amsterdam

The Bloemenmarkt is the world’s only floating flower market. Founded in 1862, it is sited in Amsterdam, in the city’s southern canal belt. It includes 15 florists and garden shops as well as a range of souvenir gifts. The market is one of the main suppliers of flowers to central Amsterdam.

Located at Váci Street, in downtown Budapest, Philantia has been functioning as a florist for over a hundred years. Designed by Kőrössy Albert, a pupil of Lechner and Hauszmann, the store whose name means the love of flowers in Hungarian is a true vestige of Art Nouveau.

thierryboutemy.com

THIERRY BOUTEMY Brussels

Váci utca 9., Budapest

Create some flower magic at Thierry Boutemy’s shop. The French florist based in Brussels became known in the fashion, music, and art world after creating magnificent arrangements for Sofia Coppola’s “Marie Antoinette”. Since then, he’s been providing floral creations for people like Grace Jones, Albert Elbaz, among others, for both professional and private projects.

Plastic Dreams

We Are Flowers Summer 2014

Extraordinary LUXURY S

A LIVING LEGEND OF THE PUNK ERA AND OF THE BLAZING LONDON NIGHT SCENE IN THE 80’S, AND THE CREATOR OF MYTHICAL IMAGES CRYSTALLIZED IN THE HISTORY OF FASHION AND MUSIC, JUDY BLAME IS BACK TO PLASTIC DREAMS. WELCOME BACK, DARLING!

His artistic name was coined after being part of the effervescent Manchester scene in the late 70’s, when he first moved to London and was working at the Heaven nightclub. Judy came first, the legend says, when designer Antony Price made fun of his hairstyle. A friend of his, Scarlett, provided him the surname. Judy and Scarlett would sweep the sidewalks along the Thames while looking for lost objects – bottle openers, plastic toys, keys etc. – to turn them into trendy

ince he fled home at age 17, back in

accessories that would thrill the regulars

Devonshire – a rural English village –

of London clubs, right as the over-the-top

image-maker Judy Blame has seen the

New Romantic style emerged. “It was a

world go round a few times. His name is

time of new creativity and a brave stand

associated with fashion and music scenes

for originality” he says. The coveted image-maker caught the

that have changed the way we think about fashion and listen to music (and

world’s attention after designing Boy

also how we relate each other) and his

George’s outfit for the Emmy Awards

portfolio included jobs as a jeweler, art

ceremony, in 1984. He also helped

director, stylist, and accessories designer

define the visual identity of style bibles

for Louis Vuitton, Comme des Garçons,

“iD” and “The Face”, and made history

Paco Rabanne, Björk, Neneh Cherry, and

with his partnership with photographer

Gareth Pugh.

and stylist Ray Petri, from Buffalo. His indelible influence on fashion, by melding

His work has reached new heights this year, with exhibitions “Punk to Couture”,

haute couture and sportswear, was then

at the Metropolitan Museum of Art in New

absorbed by the system as a successful and

York, and “Club to Catwalk: London Fashion

unexpected transplant. Judy became a myth. The artist told PLASTIC DREAMS his main

in the 1980s,” in an exclusive hall at the

inspiration is fun. “We photograph the

Victoria & Albert Museum in London.

shoes and various objects I like: flowers,

He is not impressed by the newly acquired status. “I still live and work in the

teddy bears etc. I bought every sticker I

way [I used to back then]. That’s

could find. Then we started creating shapes

why I survive every season,” he told

and characters to suit the shoes. Once I

PLASTIC DREAMS.

was happy with each one, we scanned the original and retouched the colours, if

His history is as legendary as the brico-

needed.” Creativity and pure craftsmanship.

lage in his unique style. First of all, Judy is

Judy is currently working on a book about

not his birth name, and Blame is not his family name. And bricolage would be a

his career, “a mix of a colourful education in

proper term if he were not imbued with the

the Art of style and fashion. A life guide for

punk DIY spirit in his DNA.

the marverick genius”, he says.

“WE PHOTOGRAPHED THE SHOES AND OBJECTS SUCH AS FLOWERS, TEDDY BEARS...

EDDIE MONSOON

Text Suzy Capó Illustrations Judy Blame

I BOUGHT STICKERS AND THEN WE CREATED NEW SHAPES AND CHARACTERS.”

Plastic Dreams

We Are Flowers Summer 2014

MELISSA PLANEHITS MINI MELISSA ULTRAGIRL BOW

MELISSA SPIKES (TOP) MELISSA FLORET

Plastic Dreams

We Are Flowers Summer 2014

VIVIENNE WESTWOOD ANGLOMANIA LADY DRAGON (TOP) MELISSA HEART + SALINAS MELISSA MELISSIMA + KARL LAGERFELD

MINI MELISSA ARANHA VIVIENNE WESTWOOD + MELISSA ARANHA HITS

Plastic Dreams

MELISSA DORIS SPECIAL (TOP) MELISSA PETAL (CENTER) MELISSA ULTRAGIRL SPECIAL

We Are Flowers Summer 2014

MELISSA FRESH BLOOM VIVIENNE WESTWOOD ANGLOMANIA + MELISSA ULTRAGIRL

Plastic Dreams

Some products may undergo color distortion or not be made available for purchase.

VIVIENNE WESTWOOD ANGLOMANIA + MINI MELISSA ARANHA (TOP) VIVIENNE WESTWOOD ANGLOMANIA + MELISSA ULTRAGIRL

We Are Flowers Summer 2014

MELISSA ULTRAGIRL + MINNIE MELISSA ESTRELICIA (TOP)

Plastic Dreams

DAILY CHANGE Text Elisa Stecca Illustration Zé Otávio

WE EVOLVE BY KEEPING A GARDEN BECAUSE IT’S JUST LIKE TAKING CARE OF OURSELVES. THE RESULT IS A DIFFERENT EYE FOR THINGS AND SEVERAL SURPRISES. SOMETIMES THINGS ONLY DEPEND ON US, BUT SOMETIMES WE JUST HAVE TO LET LIFE GO ON BY ITSELF.

t all started when my young-

fruit, which eventually be-

My fault! My fault! That was

have an orange tree, a guava

est daughter was born. At the

come deep green, then yellow,

until I heard from experts that

tree and, more recently, a

time, I decided to refurbish

and finally the color of... peach!

there is a natural selection that

lemon tree bought in February

eliminates some of the fruit. I’m

that is supposed to bear fruit

not totally to blame.

next year. But one day I woke

the house and I assembled

I obviously face several

an “urban orchard” on the

challenges from the moment in

porch. I placed three vases with

which the first flowers appear

vine and berries, and planted a

until the very last crop.

peach tree in a large pot. Not quite knowing what to

Sometimes I’ll forget to

We also have to deal with anxiety. Out of the twelve months

up and bang: flowers, scented and colored... pink! Wow, amazing! Each day there’s a small

water and the leaves will start

we’ve got in a year, the peachy

expect, I was amazed when I

withering, the fruit will go

symphony lasts about five.

glanced at it one day and saw a

wrinkled and decayed, they

The rest of the year we’ve got

like a plant stalker, eager to

tree covered in pink. It was practi-

will push each other away,

a naked and charmless set of

take a peek every single day.

cally a postcard from Japan.

and a large one will drop to

branches. What can I do? I have

The thing is, they were born to

the floor to the birds’ delight.

to keep watering, tendering

make me learn. Every now and

kindled in me a different eye for

I’ll get mad and blame myself

and WAITING, something that is

then, in the dead of night, a

things, a sort of seasonal expecta-

for having done something or

not my forte. I’ve since got the

new bud shows up.

tion, a willingness to learn.

not having done something.

hang of it.

It was a remarkable day, which

Little by little, pink gives way to the bright green of the small

Too much or too little water, bad vibes, lack of fertilizers...

It didn’t take long for me to fall in love with all that. Now I

change, but it takes time. But now I’m always around

Guess what? Once again, life is happening without my interference!

We Are Flowers Summer 2014