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true toyourself
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PATRICK BRAUN FORD PHOTOGRAPHED BY TETE ALMEIDA, ARTWORK BY EDUARDO SANCINETTI
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WORDS by ANDRÉ RODRIGUES
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ARTICLE by RAFAEL CARVALHO
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miuccia’s desperate house wives in one of his many visionary works during the 60’s, philosopher Marshall McLuhan once wrote that humor would be one of the most emphatic and powerful ways of critical thinking in the year to come.And if we consider this true (as we do),we could affirm with quite assurance that Miuccia Prada is not only one of fashion’s greats social critic and thinker,but also a damn good joker. ARTICLE by LUIGI TORRE
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of certain symbols has been pivotal in the way she approaches any given theme, message or question. Just as a reminder, we are talking about the woman who made a whole statement about ugliness, making it not, well, pretty, but also desirable and hip. She was one of the responsible for propagating the nerd-cool esthetic of the early 2000s, has just the thing for making anything tacky, fashionable and is very well known for playing with opposites as if both sides were meant to be together At her SS12 collection, the first message revolved around the concept for sweetness: whether it is something imposed upon women, or a natural thing or even choice? Why do men expect that from the opposite sex? And by doing that are they objectifying female counterparts just as they do with cars? All these questions resulted in a 40’s / 50’s inspired collection, filled with pastel tone colors, feminine pleated dresses, bustier with slim high waist skirts (almost fetish gear turned sweet), some delicate floral, flower-shaped jewels necklaces and earrings and flamed car prints, with a kind of childish feel of them. And all that complete with a kind of American housewives realness. The very same common American housewives that were expected to treat their car loving husbands with feminine tender and kindness. And by doing just that, Mrs. Prada opened room for a lot more interpretation and, well, some witty fun. If I were to pick an essential characteristic about Miuccia Prada’s work, I’d probably say it is irony. It is with this quality that she now approaches the 50’s scenario. A period infused with Elvis rock’n’roll energy and the upbeat optimism of the (then promising) American Dream. A dream that soon started to prove hard to come true, leaving that typical American Way of Life (and way of dressing) in a sort of hermetic sub-culture, trapped in realms of places like Midwest USA and Florida. It is this suburban middle class look, once considered by (fashion) elite as tacky or tasteless that now sets the tone for Prada’s SS12 collection. And since we are talking about one of the most influential brands of present times, we can assure that it is this same suburban Americana look that will make a lot of luxury consumers desperate to adopt this… Well, desperate housewife look. This is not the first season Miuccia taps into the banal or the common to make it ironically desirable and luxury appropriate. But what makes this even more interesting and relevant is the economic and social context Mrs. Prada has inserted it. In other words, making the 99% style trendy.
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INTERVIEW by RAFAEL CARVALHO
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Vestido usado como top B.LUXO Saia PURAMANIA Guarda chuva ACERVO DO STYLIST THE ANTI STYLE GUIDE ISSUE
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Henrique Blazer CAVALERA Camisa COLCCI Chapeu MAURICE PLAS 42
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Blazer, colete e bermuda JOAO PIMENTA Camisa TRITON Sapatos TNG Meias TRIFIL Chapeu MAURICE PLAS
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Blazer COLCCI Camisa TRITON ChapeuTHE MAURICE PLAS ANTI STYLE GUIDE ISSUE
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MONIQUE Vestido HUIS CLOS Meia calรงa TRIFIL Sapatos TNG HENRIQUE Macacao RESERVA Camisa VR Chapeu MAURICE PLAS THE ANTI STYLE GUIDE ISSUE
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Animal mash One Piece + Converse shoes
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Linear Stone Stamp Fixed Tri 58
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Floral Landscape Rundown Pants
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Love Addict Top
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Mix ‘n Match Summer Brights bikini set THE ANTI STYLE GUIDE ISSUE
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Inca Stripe Tri
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Pepa Rose Knit Shorto q
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Xale Jefferson de Assis (acervo),cal莽a Dolce & Gabanna e broche Brech贸 Volta ao Mundo 70
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Camiseta acervo,acess贸rio Gloria Coelho (acervo),saia Bruno Gonzaga
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Vestido Ronaldo Fraga,camiseta acervo, 74
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Blusa Elisa Quinteros,colar B.Luxo,calรงa Calvin Klein
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Body arrast茫o Zoomp (acervo) sob short American Apparel e acess贸rio Hanna Kim
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Jaqueta acervo,cinto B.Luxo e saia Samuel Cirnansck
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CLYNE MODELS
Declan wears Stolen Girlfriends Club
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Tia wears Jeremy Scott for Adidas top, Ksubi Shorts and Lonely hearts bike shorts
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tricot zara, bermuda Jeans Levi’s.
tshirt Euro Disney, calça Cotton project.
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tshirt (manga longa listrada)H&M, bermuda Jeans Levi’s.
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tshirt acervo, cueca Hixsept.
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Dress, Richard Chai LOVE Latex stockings, from Purple Passion Shoes, Stylist’s own
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Jacket, JNBY Tank, Timo Weiland Skirt, Richard Chai LOVE
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Top, Timo Weiland Skirt, Vintage Fur, Vintage Pearls, Stylist’s own
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Shirt- Tim Coppens Tank- Alternative Pants- TIM Socks- Uniqlo Shoes- Y-3 150
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Shirt- Y-3 Shorts- Richard Chai Socks- Uniqlo Shoes- Y-3
Jacket- Richard Chai Shorts- Tim Coppens Briefs- Calvin Klein
Socks- Uniqlo Shoes- Y-3
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Tee- Henrik Vibskov Hoodie- Y-3 Pullover- Richard Chai
Tee- Tim Coppens Parka- Y-3 Shorts & Leggings- Y-3 Socks- Uniqlo Shoes- Y-3
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Max wears Stolen Girlfriends Club hoodie and Ksubi top
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Look 3 Vestido Walerio Araujo
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Colar Opto Blusa Walerio Araujo Calรงa Balenciaga para Onassis vintage
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Collant Walerio Araujo Legging Yohji Yamamoto para Onassis vintage Sapatos Fernando Pires THE ANTI STYLE GUIDE ISSUE
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ChapĂŠu Eneas Neto Blusa Acervo Legging Yohji Yamamoto para Onassis vintage Sapatos Fernando Pires
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Oculos B. Luxo Colar Opto Vestido Rober Dognani Sapatos Fernando Pires
Oculos B. Luxo Vestido Alphorria Cult Sandรกlias Fernando Pires
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Vestido B. Luxo Hot pants Ronaldo Fraga
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Tank by Hussein Chalayan Pants by Pucci Belt by Kostas Murkudis Bracelet and rings stylist’s own
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Shirt by Roberto Cavalli Trousers by Dolce & Gabbana Hat and bag stylist’s own vintage Shoes by Marc Jacobs
Turtleneck by Marni Top by Miu Miu Pants by Pucci
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Shirt by Roberto Cavalli Trousers by Dolce & Gabbana Hat and bag stylist’s own vintage Shoes by Marc Jacobs
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Top by Miu Miu Pants by A.F. Vandevorst Earrings and rings stylist’s own
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Pants by Walerio Araujo
PHOTOGRAPHY by Jo達o Arraes, STYLING by Paula Lourenzo, MODEL: Luana Dacherry,@ Way Beaty by Leila Turgante. 188
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Pants by Walerio Araujo
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Necklace by Caio Vinicius
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Hair piece by Melk Z-Da
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Hair piece by Melk Z-Da
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Dress and head piece by Walerio Araujo
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Daniela wears Jeremy Scott for Adidas romper, Vanishing Elephant socks, Julian Danger sweater
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Masthead DECEMEBER 2011 CREATIVE DIRECTOR & FOUNDER: Romeu Silveira / romeu@umagmag.com EDITOR-IN-CHIEF: André Rodrigues / andre@umagmag.com FASHION DIRECTOR: Luigi Torre / luigi@umagmag.com EDITORIAL ASSISTANT: Rafael Carvalho / rafael@umagmag.com ART DIRECTOR: Romeu Silveira TYPEFACE: Pistilli, Didot and Times New Roman FASHION PRODUCER: Brisa Issa CONTRIBUTORS Tete Almeida Eduardo Sancinetti Ray Lee Nathan Bruno Ilogti Breno Votto Igi Ayedun Adelaide Ivanova Hugo Toni Henrique Tank Marcio Banfi Akila Berjaoui Imogen Wilson Sara Orme João Arraes Paula Lourenço Alexandra Waespi Lu Phillipe Guilmette George Krakowiak Paula Perrier Vitor Pickersgill Agnes Mamede David Urbanke Amanda Camenish
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MALU BORTOLINI @ JOY PHOTOGRAPHED BY IGI AYEDUN
TETE ALMEIDA EDUARDO SANCINETTI RAY LEE NATHAN BRUNO ILOGTI BRENO VOTTO IGI AYEDUN HUGO TONI HENRIQUE TANK MARCIO BANFI AKILA BERJAOUI IMOGEN WILSON SARA ORME JOÃO ARRAES PAULA LOURENÇO ALEXANDRA WAESPI LU PHILLIPE GUILMETTE GEORGE KRAKOWIAK PAULA PERRIER VITOR PICKERSGILL AGNES MAMEDE DAVID URBANKE AMANDA CAMENISH
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