Misci parade, designer Airon Martins’ brand, is featured in SPFW edition 54
The “Jerimum” collection by Misci, brand by stylist Airon Martins, had Sala São Paulo at the Julio Prestes Cultural Center on the 17th of November as its catwalk. The use of Brazilian petroleum abroad is the concept and the idea is to rescue this material and the creative minds of our country. Emphasizing earthy and blue tones, pieces in leather, jeans and silk were presented. The brand’s models, such as Giovanna Ewbank and Enzo Celulari, walked the runway with a gas-gallon bag, transparency and prints.
Exhaling Brazilianness (not only in aesthetics), in the center of the room where the models paraded, there was a cellist accompanying the tecnobrega music that echoed from the speakers.
https://abest.com.br/wp-content/uploads/2022/11/Post-MISCI-SPFW-01-1.jpg7001000abehttps://abest.com.br/wp-content/uploads/2024/06/abest-logo-300x227.pngabe2022-11-24 15:45:292022-11-24 15:45:29Misci no São Paulo Fashion Week
54th edition of the festival will have a parade of 6 brands associated with ABEST on November 17th, 18th and 19th
The biggest and most awaited fashion event in Brazil takes place from the 16th to the 20th of November. The 54th edition of São Paulo Fashion Week presents a record of in-person fashion shows, this time there will be 50 shows. Among them, six associated ABEST brands: Misci, Lilly Sarti, DEPEDRO, Neriage, Lenny Niemeyer and Triya.
The festival brings – in addition to the iconic parades – attractions such as interactive installations, pocket shows, scenography content, exhibitions and much more. Curated by Carollina Laureano, Komplexo Tempo’s street will be transformed into an open-air gallery due to the collectives of artists who will perform there. In addition to these novelties, another unprecedented fact is that for the first time in the history of the event, SPFW opens ticket sales to the public.
The opening parade of the second day of the event on Thursday (17) is by Misci at 10:30 am, the next one is by Lilly Sarti at 12:30 pm. Later, the last ABEST associate to parade is the DEPEDRO brand at 4pm.
The next day (18), Triya parades at 12pm and on Saturday (19) Neriage will be on the catwalk at 12:30. Closing the parades on the same day, Lenny Niemeyer performs at 9:30 pm.
A new space created at Shopping Iguatemi (Av. Brg. Faria Lima, 2232 – Jardim Paulistano) will bring together a fashion show room and the entire online broadcast of the event, with a studio area dedicated to content production. The other hub will be at Komplexo Tempo (511 Henry Ford Avenue), which will now have two showrooms, exhibitions, lounges and a large press room.
https://abest.com.br/wp-content/uploads/2022/10/capa-spfw.jpg7001000abehttps://abest.com.br/wp-content/uploads/2024/06/abest-logo-300x227.pngabe2022-10-28 12:15:262022-10-28 12:15:26ABEST Associated Brands at São Paulo Fashion Week
Fashion Label Brasil associates sign the Home line
“Home is another category that many might not know exists, however several designers have transcended from the catwalk to the couch with collections of furniture, decor, wallpaper and more”, Forbes.
The associated brands Água de Coco, Akra Collection, Amanda Medrado, Camila Vieira, Catarina Mina, Isolda, Martha Medeiros, Misci, Paola Vilas, Ryzí, and Serpui presente a development in the active fashion market, the Home line.
“Today, decorative design is everywhere, not least on Instagram where everyone from successful entrepreneurs to digital influencers can’t seem to stop posting images of trendy hotels, dinner tables and flower arrangements. The opportunity has certainly not been lost on fashion and luxury brands who are actively tapping the luxury end of a furniture and homeware market”, Business of Fashion.
Água de Coco
Água de Coco is a beachwear brand that represents Brazilianness in the foreground, the art and national culture’s wealth.
“Always have a part of the beach in your home décor.
Are you in love with the freedom that the beach inspires and do you feel that your home can be even more full of light and joy with this feeling that the sands and the sea convey?
Água de Coco is also passionate about this unique and attractive atmosphere, that is why we bring inspirations from the bottom of the sea in items to prepare, serve, and decorate different corners of your home, with multiple possibilities of combinations and arrangements filled with originality.
You will be delighted by our line of home items that transform environments, making them even more charming.”
Akra Collection
Samuray Martins promoted the Akra Project, an initiative to benefit national crafts and the slow fabric sustainability market.
“The results are handbags and homewear items created by Samuray in partnership with craftsmen and produced in the communities that are a part of the Akra Project, aiming to foster a network of socioeconomic improvement, generating income, jobs, and education for the regions that the initiative is serving.”
Amanda Medrado
Amanda Medrado creates handcrafted accessories using natural resources and sustainable raw materials from the Northeast region of Brazil.
“Regionalism and good stories are the essence of our collections. The fun, creative, and conscientious design expresses our “sophisticated” style and our passion for art and innovation.”
Camila Vieira
Camila Vieira translates the connection and beauty of crystals and their energy sources into unique decoration accessories.
“Nature as a source of inspiration with your soul.
They are more than just decorative items, they are unique products, with an essence that respects shape, color, and sensation…
They are small details cut to keep their unique shape intact, making them unique and beautiful.”
Catarina Mina
The brand from the state of Ceará, Catarina Mina, expresses its sustainable and artisanal essence in the manifesto “Casa Corpo Vivo”, a collection of lamps for the home that carry the culture of the northeast region, and in the line “Olê de Casa”:
“’Ô de casa’
‘Ô de fora’
We greet each other like this, with our neighbor, with our friends, with our relatives. “Olê de Casa” is a name that evokes this: the opening of the doors to host.
Coasters and placemats made with all the heritage and richness of the bobbin lace to put beauty on the table, in the living room, at home.
Open the door for “Olê” to enter.”
Isolda
Isolda introduced a new upcycled line in 2021:
“We are reusing, recycling, reinventing from the leftover materials that already exist in our collection. The upcycled fabrics gained new life in the form of pajamas, masks, placemats, aprons, and others to come.”
The brand’s prints and the look and décor experience of the company Bossanova created a collab of mini capsule collections throughout the year, on commemorative dates.
“Starting from mutual admiration, the two brands come together for the first time in order to develop a collection of pieces to decorate the table. Isolda’s unmistakable hand-painted prints gain a new refined look through Bossanova, which brings years of experience decorating the most exclusive parties and events in São Paulo.”
Martha Medeiros
Martha Medeiros created the Pop-Up House Martha Medeiros in the luxury suite at the Tangará Palace, in São Paulo.
“A dream suite in a royal palace. It is not just for sleeping, it’s for dreaming of a world full of love and art.”
The collection features Renaissance knit and lace pillows, bedspreads, domes for lamps, the entire line of pure steel and gold-plated Mandacaru flower, lacy cups, and goblets as well as the top table line.
Misci
“Misci introduced a new concept that includes clothing and furniture in the same creative process, starting from the experience and discoveries of Airon’s own path.”
The Misci brand expresses the miscegenation of aesthetic elements in the design of clothing, accessories, and furniture.
“Misci proposes a different time for the launch of products that transcends the traditional calendar of the fashion industry, respecting the designer’s creation cycle, the production chain, and also the consumers, used to the speed of trends and consumption.”
Paola Vilas
“Paola Vilas represented the unfolding of the conceptual universe and the brand’s visual language in furniture items: “sculptural pieces that celebrate the feminine, promote portals to a world without limits between imagination and matter, and present a contrasting dialogue between materials such as brass, iron, and the Brazilian rocks.”
“Giving life to furniture, subverting the way we perceive our surroundings. Take us out of the monotony of daily experience, subverting the way we perceive our surroundings and transporting us to a universe where everything is possible.”
Ryzí
Ryzí Translated the brand’s identity into the first Ryzí Home collection, a line of 3D candlesticks.
“We started with handbags, but the idea is to be in all the areas of design, from architecture to clothing. As creative director, having this freedom to create is very magical”, Luiza Mallmann.
Serpui
SERPUI signs a collection of accessories for decorating and creates a complete experience, SERPUI HOUSE: placemats and napkin holders.
“Creating a complete experience has always been in SERPUI’s plans. When someone buys one of our handbags, they are buying more than a fun and unique item or a leisurely moment during the summer. They are buying an experience. With that same mindset, designer Serpui Marie launched SERPUI HOUSE, a collection of table accessories that will bring the SERPUI aesthetic to your home.”
https://abest.com.br/wp-content/uploads/2022/01/SERPUI-1.jpg7001000abehttps://abest.com.br/wp-content/uploads/2024/06/abest-logo-300x227.pngabe2022-01-12 15:44:102022-01-12 15:44:10Fashion brands and Home line
“With the acceleration of e-commerce, what will be the future of physical stores?” Think with Google.
In the article “Physical stores and the (re)connection of people and spaces”, we talk about the role of the physical store as a fundamental element for increasing online sales. Studies carried out by some brands clearly show that omnichannel strategies should become part of the strategy and that there is a direct relationship between the increase in online sales in the same region as the physical store.
“Physical stores will not disappear, but they will be transformed. In this context, the future of online stores is directly related to omnichannel (…) Omnichannel retailers will take the lead. Being omnichannel is no longer a differentiator, it is essential”, Think with Google.
The key is having omnichannel or phygital perspectives. Phygital is a new term that has been used to indicate the integration of physical and online experiences. The best medium takes the consumer’s needs into account.
Isabela Capeto + Melissa Exhibition and Experience
The Melissa Gallery at Oscar Freire Street in São Paulo has a new installation that explores the collab between the brand and the stylist Isabela Capeto and her daughter, Chica Capeto.
“To launch this collab, inspired by the PANCs, Studio Vingú proposes an installation/garden overflowing with sinuous shapes and volumes, from the atrium to the interior of the Gallery. Flowers and zodiac signs float over the exhibition space, creating a floral and luminous atmosphere. A green lounge was also placed in the installation, creating an area to experiment the products. The goal is to bring an urban touch, showing that nature and colors always persevere, even in unpredictable scenarios”, Finíssimo platform.
The installation presents elements that were inspired by PANCs (Non-Conventional Food Plants) and by Brazilian flora in general.
“Specialists and research institutes point out that the trend for physical stores is now to change concepts and become a space for experiences, a showroom to attract customers. In fact, before the pandemic, Melissa was already making investments to transform its physical stores into a provider of omnichannel experiences, connected to other mediums, including digital”, Fíníssimo.
Reversal of paths: digital brands invest in physical retail
This is a recurring theme in current days. The content platform FFW carried out research to understand how the market was behaving and interviewed brands that recently presented new addresses.
A study made by the National Confederation of Commerce of Goods, Services and Tourism (CNC) revealed that 75.2 thousand stores had closed their doors in Brazil in 2020.
Even though everything indicates the future of retail in e-commerce, the fashion market witnesses an opposite path: digital brands invested in opening new physical stores and flagships.
Why to invest in a physical store in current times?
“I think the physical store delivers an experience of immersion in the brand’s universe, which complements the online experience”, says Ana Luísa Fernandes, from Aluf.
“The creation of a new store represents the beginning of a new phase, in which we seek to expand our audience’s contact with the collective imagination of our universe. It is the beginning of the slow and hopeful walk back to physical spaces. After a period of introspection, new relationships with the environment are born”, says Marcella Franklin, from Haight.
“Although digital commerce has shown exponential growth in virtually all segments during this period, we believe that this resumption of commerce is now an opportune time for brands to explore what they really are, along with their values, their purposes, and their essence, through purchasing experiences, personalized service, a differentiated environment, connecting with your customers in every way. There is nothing more suitable for this dynamic of experimentation and engagement than a physical store”, says Gustavo Belloc, from Deus Ex Machina.
Therefore, the physical space is seen as an experience for the new way of consuming.
Is there a new role for physical stores at this point?
“The physical space allows for other layers of dialogue, bringing Haight closer to those who speak to the brand, while we understand the new dynamic of reopening the world together”, Marcella Franklin, from Haight.
“It is not a store, it is an experience”, says Airon Martin, from Misci.
“More than ever, we are talking about experience stores, which is much more than just another physical store”, Ana Luísa Fernandes, from Aluf.
#LojasFísicas #Pandemia #Covid-19 #LojasFísicasPósPandemia #Varejo #VarejoFísico #Omnichannel #Melissa #Isabela Capeto #Chica Capeto #Think with Google #Haight #Misci #Aluf #Deus Ex Machina #FFW #Finíssimo
https://abest.com.br/wp-content/uploads/2021/12/Capa-2.jpg7001000abehttps://abest.com.br/wp-content/uploads/2024/06/abest-logo-300x227.pngabe2021-12-21 13:33:202021-12-21 13:33:20THE AGE OF EXPERIENCE: what consumers look for in physical stores
