We Are Flowers

MELISSA MAGAZINESummer 2014

Organic shapes and colors from nature inspire the new collection

that praises the unique beauty within every woman.

We AreFlowers

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.

PLASTIC D

REAM

SW

E ARE FLOW

ERS SUM

MER 2014

04_capaPLASTIC_mf.indd 7 04/09/13 21:07


PLASTIC D

REAM

SW

E ARE FLOW

ERS SUM

MER 2014

JASON WU IS BACK WITH FOUR COOL NEW STYLES.


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!

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

We AreFlowers


PLASTIC D

REAM

SW

E ARE FLOW

ERS SUM

MER 2014

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

We AreFlowers


JASON WU IS BACK WITH FAB NEW STYLES.


VIVIENNE WESTWOOD GOES OVER WITH SLAVE SANDAL.

LADY BUG MARGARET MEE’S BOTANICAL ARTWORK.

FLICKS & FLOWERS A LOVE STORY THAT WILL LAST FOREVER.



PLASTIC D

REAM

SW

E ARE FLOW

ERS SUM

MER 2014


JASON WU CREATES FAB NEW STYLES.

THE CAMPANA BROTHERS RELEASE THE DELICATE FITAS.


LADY BUG MARGARET MEE’S ARTWORK.

FLICKS & FLOWERS A LONG-LASTING LOVE STORY.

TRENDING TOPICS RUNWAY + MAKE UP + MORE!


We AreFlowers


Anúncios Melissa S&D.indd 10-11 8/30/13 7:41 PM

4Plastic Dreams 5

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

Editorial Director

Erika Palomino

Editor-in-Chief

Suzy Capó

Art Director

Joana Brasileiro

Designers

Ana Carolina de Abreu,

Bia Martau and Silvana Martins

Visual Coordination

Vivi Bacco

Production Assistant

Wania de Freitas

Translation Guilherme Eddino

Proofreading André Rodrigues

Graphic Production

Sérgio Leite

Prepress, CTP, Printing

and Finishing IBEP Gráfica

Graphic Project Ana Starling

BIZU Design com Conteúdo

CONTRIBUTORSAdrian Wolfson, André Rodrigues,

Camila Yahn, Cheryl Konteh, Duda

Porto de Souza, Earl Simms, Eduardo

Jordão de Magalhães, Elisa Stecca,

Gary Hill, Ilana Rehavia, Jade Halls,

Jeon Seung Hwan, Judy Blame, Julie

Jacobs, Luis Monteiro, Marcio Madeira,

Neil Stuart, Sergio Amaral, Steph

Mendiola, Stephanie Noelle, Tom

Wright, Valeria Ferreira

and Zé Otávio.

ACKNOWLEDGEMENTSDuda Porto de Souza and the

Grendene + Melissa team.

We are flowersSummer 2014

LETTER FROM THE PUBLISHER

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.

We are the FLOWERS

Melissa’s decision to explore flowers in its 2014 summer season

refers not only to the diversity of species that makes life on this

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

garden. A flower that will not only bring beauty to its surroundings

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

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

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

and after a simple pollination process, strong stems and beautiful

petals start to grow, right?

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

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

Names and flowers:

the origin of the

collection.

The Campana Brothers

release a new style.

Vivienne Westwood

and her fetichist Slave.

Jason Wu and Salinas

take your breath away!

Melissa Stores:

now on three continents.

Our Families:

check out what’s new.

Bothanics & Art:

meet Margaret Mee.

Artists also

like flowers.

Take a deep breath!

Floral fragances are

in the air.

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:

Unique flowers shops

Judy Blame

is the man!

Take Care

of yourself.

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08

20

22

24

42

52

56

60

62

67

68

70

72

82

C R E D I T SCOVER 1 - JACKET REPLAY, KNICKERS DOLCE & GABBANACOVER 2 - DRESS ROCHASCOVER 3 - DRESS SAINT LAURENTCOVER 4 - CORSET ALEXANDER MCQUEEN, KNICKERS DOLCE & GABBANA

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 net-a-porter.com/shop/designers/christopher_kane MARNI marni.com HERVÉ LÉGER herveleger.com GUCCI gucci.com PREEN preen.com IRL LONDON inreallifelondon.com

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01 02

03 04MELISSA MAGAZINESummer 2014

PLASTIC D

REAM

SW

E ARE FLOW

ERS SUM

MER 2014

JASON WU IS BACK WITH FOUR COOL NEW STYLES.


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.


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

We AreFlowers


Organic shapes and colors from nature inspire the new collection

that praises the unique beauty within every woman.

We AreFlowers

JASON WU IS BACK WITH NEW STYLES.


VIVIENNE WESTWOOD EXCEEDS WITH SLAVE SANDAL.

BOTANICAL ARTWORK MEET MARGARET MEE.

FLICKS & FLOWERS A LASTING LOVE STORY.

TRENDING TOPICS RUNWAY + MAKE UP.

PLASTIC D

REAM

SW

E ARE FLOW

ERS SUM

MER 2014

PLASTIC D

REAM

SW

E ARE FLOW

ERS SUM

MER 2014


JASON WU CREATES FAB NEW STYLES.

THE CAMPANA BROTHERS RELEASE THE DELICATE FITAS.


LADY BUG MARGARET MEE’S ARTWORK.

FLICKS & FLOWERS A LONG-LASTING LOVE STORY.

TRENDING TOPICS RUNWAY + MAKE UP + MORE!


We AreFlowers

PLASTIC D

REAM

SW

E ARE FLOW

ERS SUM

MER 2014


We AreFlowers


JASON WU IS BACK WITH FAB NEW STYLES.



LADY BUG MARGARET MEE’S BOTANICAL ARTWORK.

FLICKS & FLOWERS A LOVE STORY THAT WILL LAST FOREVER.


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substituir por "from"

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Temos a repetição do "not only" duas vezes no mesmo parágrafo. Trocar o texto sinalizado por: doesen't only refer.

This is a time of great

change for hairdresser

Gary Gill. Increasin-

gly dedicated to the

male universe, he

has recently worked

with singer-songwriter

Tom Odell. Gary was

also approached by a

well-known agency,

after years representing

himself. “And I’m trying

to give something back

to the industry, being a

mentor and teacher of

new hairdressers,” says

the professional, who

has worked with the li-

kes of Duran Duran, The

Killers and a long list

of photographers and

magazines, including

David Bailey and the

American “Vogue”. Gary

did the “Magic Flower”

editorial.

Favorite flower: red rose

Portuguese photogra-

pher Luis Monteiro is

debuting in our “dream

team” in this issue.

He shot the stunning

images of the “Brazilian

Beauty” editorial, and

his philosophy is to

emphasize the feminine

sensuality. His photos

have appeared on

the covers of magazi-

nes such as “Tatler”,

“Vogue”, “Tank” and

“GQ”, and his works

have illustrated the ads

of brands such as Olay,

Net-a-Porter and Agent

Provocateur. Based in

London, Luis took his

first photo at the age of

23, inspired by a stylist

friend and by a teacher.

Luis is married to Vick

Sirotyuk, whom he pho-

tographed for his story

in this issue of PLASTIC DREAMS.

Favorite flower: bonsai. “They are not

flowers but I love them.

And it’s like having a tree

on top of a hill.”

This journalist with a de-

gree in Languages once

dreamed of living off of

playing video games.

But he had to make

things work as a Brazi-

lian would: he became

a media darling with

the aid of Carta Editorial,

which by then collabo-

rated with all “Vogues”

around these parts. Then

he created and led the

FFW portal and was the

editor of “ffw>>mag!”

But he only found his

place when he joined

“L’Officiel Brasil,” where

he works to this day.

He’s a sci-fi addict, owns

two rabbits (at home, as

pets) and is passionate

about design and art. As

soon as he has money to

blow, he plans to open a

museum of major novel-

ties. In this issue he wri-

tes about art, about the

Campana brothers and

about Margaret Mee.

Favorite flower:bromeliad

ANDRÉ RODRIGUES

Manicure Steph Mendio-

la, who contributed to

the “Magic Flower” edi-

torial, is looking straight

into the future. Her plans

include opening her own

salon in London, but with

a difference. “I want the

same environment of a

photo shoot, with quick

options for hair, makeup

and nails,” she explains.

“It’s something like

having your own studio!”

While her dream does

not come true, Steph

is working on magazi-

nes such as “Harper’s

Bazaar”, “Vogue India”,

“Wallpaper*” and “Marie

Claire” and doing

manicures for celebrities

such as the model of the

moment Cara Deleving-

ne and actress Thandie

Newton.

Favorite flower: lily

Russian model Viktoriya

Sirotyuk’s most me-

morable job was the

first time she shot for

Vogue Portugal, and for

very special reasons. “I

worked with an amazing

photographer, Luis

Monteiro. He is a really

nice man…. so nice that

I married him”, she

tells us. Vick had always

wanted to be a model,

but comes from a small

town in Russia where

there is no major fashion

industry. She decided to

first dedicate herself to

studying, and graduated

with great grades. But

it wasn’t long before

she was scouted by an

international agent, and

her modeling career

soon took off. Her plans

include “conquering the

world”, she jokes, but

also travelling, being

with her partner, seeing

her family more, and

being happy.

Favourite flower: “orchid. I have

lots of them in my

apartment.”

STEPH MENDIOLA

VIKTORIYA SIROTYUK

As soon as Zé’s picture

got to the Office, everyo-

ne commented on it:

“That’s a nice face”.

In fact, this very cute

illustrator is now collabo-

rating with PLASTIC DRE-AMS for the first time. He

is the one responsible

for the beautiful work

on the magazine’s third

cover. Born in Olímpia,

São Paulo, Zé moved

to the capital to study

Graphic Design at Belas

Artes University. He is

always looking for edgy,

innovative alternatives

in his works for the

publishing market. In his

personal work, he also

explores primary colors,

collages, tapes, threads

and anything else paper

will hold. Passionate

about the city of São

Paulo, he is part of PLUS

Galeria and the SketchJa-

zz group, in which he

sells originals and prints.

#JustSaying

Favorite flower: ghost orchid

ZÉ OTÁVIO GARY GILLDo you know those very

talented folks? Elisa

is one of them. She

studied Law at USP, got

a Fine Arts degree at

FAAP, and also studied

jewelry with Nelson

Alvim, style with Marie

Rucki, from Studio Ber-

çot in Paris, and glass

techniques at Seattle’s

Pilchuck Glass School.

Today she has her

own store, Elisa Stecca

Design, which develops

projects, jewelry pieces

and objects. Elisa is also

host of the Lar Express

show, broadcast online

on the Bem Simples

website, and launched

the book “Today is the

Happiest Day of Your

Life”, published by

Matrix Editora. With

this book in mind, we

invited Elisa to write for

PLASTIC DREAMS for

the first time. A fan of

Melissa, she loved it.

And so did us!

Favorite flower: pink lily

ELISA STECCALUIS MONTEIRO

We Are Flowers Summer 2014

ROSEBUDS

The next project for

Julie Jacobs, makeup

artist for the cover

editorial, is to share

her passion for detail

and perfect skin in a

beauty blog. Julie’s

schedule also includes

photo shoots and

ad campaigns with

iconic photographer

Nick Knight, TV show

“America’s Next Top

Model” and Victo-

ria Beckham. Julie

started her career as

a beautician, and a

major concern for her

is creating the perfect

foundation for her

clients’ skin. Of course

she still loves some

fun visuals. “One of

the current trends is

using colors, in this

season already!”

Favorite flower: orchid

Holder of a degree

in performing arts,

#super-duper-adorable

Camila Yahn was

taken into the world

of fashion by Erika

Palomino, Melissa’s

creative consultant and

Editorial Director of

PLASTIC DREAMS. After

that, Cami worked

for four years in the

fashion supplement

of newspaper “Folha

de S.Paulo” and also

worked as execu-

tive editor of Joyce

Pascowitch’s “Moda”

magazine. She is cur-

rently the chief editor

of the FFW portal and

creative director of the

Pense Moda seminar,

which has already

brought a lot of cool

people to Brazil. In

this issue, Camila is

thinking out of the box

and reviewing a new

digital aesthetic in

fashion.

Favorite flower: hydrangea

CAMILA YAHN JULIE JACOBS

Plastic Dreams

The working philosophy

of English hairdresser

Earl Simms is to be fast,

fun and to enjoy wha-

tever you’re doing. This

style has been working

well for him, since his

starred client list inclu-

des supermodel Naomi

Campbell, actress Reese

Witherspoon, rapper

Ms. Dynamite and diva

Beyoncé.

“One of the most

memorable moments

of my career was to see

Beyoncé performing

from behind the wings.

It was better than any

front row,” he says

cheerfully.

Full of character, he says

hair always looks better

a day or two after being

washed.

Earl also worked for

major brands such as

Neiman Marcus, Nestlé,

Avon, Victoria’s Secret,

and of course, Melissa.

In this issue of PLASTIC DREAMS, Earl made the

hairstyling in the “Brazi-

lian Beauty” editorial.

Favorite flower: orchid

EARL SIMMS

76

8Plastic Dreams 9Xxxxxx Xxxxxxx Verão 2014

NAMES AND COLORS

Text Erika PalominoPhotos Vivi Bacco

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.

When 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

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 self-esteem, and sprinkling good vibes, in a global diaspora of love.

With all these values in mind,

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 flower10. Asian flowers at a market in Tokyo.11. Decorated bike saddle in Berlin.12. Funky glasses on Prada’s Summer 2013 catwalk.

01. Street art from Seoul, in South Korea02. 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”.

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10Plastic Dreams 11Plastic Paradise Inverno 2012

MELISSA ULTRAGIRL SPECIAL

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!

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

SEE THE MAKING OF ON YOUTUBE/MELISSACHANNEL

PHOTOS LUIS MONTEIRO CREATIVE DIRECTOR EDUARDO JORDÃO DE MAGALHÃES FASHION DIRECTOR NEIL STUARTMAKEUP VALERIA FERREIRA @ CAREN WITH M.A.C PRODUCTSHAIR EARL SIMMS @ CAREN WITH CYLNOL PRODUCTSMANICURE STEPH MENDIOLA @ CAREN WITH GELISH PRODUCTSSKIN JEWELRY J.MASKREYMODEL VICK SIROTYUK @ STORM MODEL MANAGEMENT

FLOWERS: PEONIES


MELISSA HARMONIC

FLOWERS: ORCHIDS


MELISSA ULTRAGIRL HEEL SPECIAL

FLOWERS: ROSES


MELISSA PETAL

FLOWERS: PEONIES, ORCHIDS AND ROSES

The 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 pro-tecting 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 broth-ers now present Fitas, to crown Melissa’s We Are Flowers series. “This sandal came from a card-

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 hu-man 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.

Brazilian audience.Thirty years later, one of

the brothers’ several accom-plishments 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

18Plastic Dreams 19We Are Flowers Summer 2014

Text André Rodrigues

CAMPANABROTHERSTHE INTERNATIONALLY RECOGNIZED DUO OF BRAZILIAN DESIGNERS SHOWCASES AN AMAZING FLAT FOR MELISSA’S 2014 SUMMER.

2005 FAVELAShoes 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.

SUCCESSFUL AND HITMAKING PARTNERSHIP

CORALLO

COSTELA DE ADÃO

PAPEL

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

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.

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.

FITAS

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

ZIG ZAGAlso 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.

2006

2008

2011

2012

2014

Plastic Dreams PARTNERS


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

20Plastic Dreams 21

DAMEVIVIENNE

WESTWOOD

VIVIENNE WESTWOOD

ANGLOMANIA + MELISSA

ARANHA HITS

VIVIENNE WESTWOOD

ANGLOMANIA + MINI MELISSA

ARANHA

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA VIRTUE

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA ULTRAGIRL

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA HARMONIC

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.

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 + MELISSA SLAVE SANDAL

Vivienne Westwood, one of

the most important British

designers to date and definitely

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

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.

The Vivienne Westwood Anglomania + Lady Dragon comes in two different kinds

of wrap: heart and metallic

ribbon bow.

The new Anglomania Ultragirl _in red, yellow fluo

and pink_ gains a watermark

featuring VW symbol in yellow

fluo, red and pink. The ribbon

bow and petit pois insole

version comes in green, fumé

(#everybodyloves) and lilac.

The other flick is Virtue, a pair

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

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).

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.


Text Erika PalominoPhotos Marcio Madeira

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Trocar a cor do modelo VW Slave Sandal

22

It’s been two years since

Melissa started its partnership

with Jason Wu. The 32-year-

old designer has already

been considered one of the

exponents of American fashion.

Such recognition dates back

from before he was launched

to stardom in 2009, when First

Lady Michelle Obama wore one

of his dresses (she would do

it again in the U.S. President’s

reelection cerimony in

Washington D.C., last January).

The designer’s star is even

brighter at the moment.

He has recently been appointed

the new creative director of

Hugo Boss’ womenswear –

including accessories – and

debuted in its pre-Fall 2014

season. In addition he’s been

leading his own successful New

York-based brand.

There are four products with

the Jason Wu brand in the

Summer 2014 season. He has

now reinterpreted Trippy for

the first time since the original

release in the 2013 Summer

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.

Another new model for 2014

Summer is Wu’s version of the

Harmonic. More rhinestones

were used on the front straps

with four options: pink, black,

green, and bicolor (black and

gray). The insole is stamped

on lace and all models also have

a cut insole – another feature

of Wu’s products for Melissa.

And don’t worry! Two of

Wu’s biggest hits during his

partnership with Melissa are

still going strong: Jean and

Ultragirl. There are five new

colors for our comfortably and

freshly hollowed out model

Jean: nude, pink, blue, silver,

and matte gold. But here comes

the surprise: the silver and the

glittered gold (pictured left)

versions. Top notch!

And finally, Ultragirl features

a fabric ribbon and a metal gilt

replacing the owl locket, with

transparency in pink, green, and

black-laced.

JASON WUFOUR NEW STYLES BY THE DESIGNER STAND OUT IN THE COLLECTION.

MELISSA TRIPPY + JASON WU

MELISSA HARMONIC +

JASON WU

MELISSA JEAN + JASON WU

MELISSA ULTRAGIRL +

JASON WU

Text Erika Palomino


MA

RCIO

MA

DEI

RA


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comfortable

23We Are Flowers Verão 2014

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

We Are Flowers Verão 2014

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

Melissa’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

Cute + Salinas, with ruffled

strips referring to the bikinis by

designer Jacqueline de Biasi. For

high summer 2014, Heart will

feature even more colors.

J.MASKREY

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OF

THE

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4MELISSA HEART + SALINAS

MELISSA ULTRAGIRL + J.MASKREY



MA

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For 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 fea-tures 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.

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flip flops

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GALLERIESYES, 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 legend-ary 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 danger-ous. In 1980, the Covent Garden Market build-ing 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 cre-ated by Muti Randolph, the artist, designer and architect responsible for both the brand’s flag-ship 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.

KING STREET

43

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.

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.

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 Beilin-son 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

POP UP

MIAMI

SÃO PAULO

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

26

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!!!

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 toge-ther 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.

WAKE UP!

CLUBE MELISSA

Plastic Dreams

APPS.indd 26 04/09/13 19:36

Anúncios Melissa S&D.indd 7 8/30/13 7:40 PM

Plastic Dreams Xxxxxx Xxxxxxx Verão 201428

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.

SHELL TOP BY GIVENCHY,TROUSERS BY MARINA QURESHI


PHOTOGRAPHER JEON SEUNG HWANCREATIWVE DIRECTOR EDUARDO JORDÃO DE MAGALHÃESFASHION DIRECTOR NEIL STUARTFASHION EDITOR CHERYL KONTEHMAKE UP JULIE JACOBS @ ONE REPRESENTS WITH GIVENCHY PRODUCTSHAIR GARY GILL FOR EMOTIVE, WITH WELLA PROFESSIONALS PRODUCTSNAIL TECHNICIAN STEPH MENDIOLA @ CAREN WITH GELISH PRODUCTSHAIR ASSISTANTS TOM WRIGHT AND JADE HALESMODELS AMRA CERKEZOVIC @ STORM MODEL MANAGEMENTSUNG HEE KIM, ISABEL SCHOLTEN AND THAYNA SANTOS @ UNION MODELS

SEE THE MAKING OF ON YOUTUBE/MELISSACHANNEL


COLORMagic


DRESS BY JOHN ROCHA, JEWELRY BY VIVIENNE WESTWOOD

DRESS BY LANVIN, BELT BY HERMES

MELISSA DORIS SPECIAL MELISSA ULTRAGIRL HEEL SPECIAL


BODYSUIT BY MAISON MARTIN MARGIELA

MELISSA ESTRELICIA


DRESS BY SAINT LAURENT CORSET BY ALEXANDER MCQUEEN,

KNICKERS BY DOLCE & GABBANA

MELISSA FLOXMELISSA + CAMPANA FITAS


JACKET BY REPLAY, KNICKERS BY DOLCE & GABBANA

MELISSA ULTRAGIRL HEEL

DRESS BY ROCHAS

MELISSA FLORET


GILLET BY MICHAEL KORS, JEANS BY BALMAIN

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA SLAVE SANDAL

40Plastic Dreams 41Plastic Dreams

SUNG HEE KIMSouth Korea’s Sung Hee Kim

was discovered five years ago

while shopping in Seoul. Since

then she has worked with top

brands, magazines and pho-

tographers in fashion (Chanel,

Burberry, Dolce & Gabbana,

Marc Jacobs and almost all the

“Vogues” on the planet,

to name a few).

Among the most precious me-

mories of her modeling career,

she mentions the Miu Miu and

Prada campaigns with Steven

Meisel and an editorial for the

British “Vogue” with Mario

Testino. “I learned so much

working with these wonderful

teams, so these have been

some of the most memorable

moments in my career,”

she says.

The photo shoot for PLASTIC

DREAMS was also an intense

experience, as she traveled

back and forth from her home

in New York to London in a

single day. “The team was

amazing and Melissa’s products

are very famous in Korea!

They are the perfect shoes

there, especially in the

summer,” she says.

Favorite flower: Hydrangea.

ISABEL SCHOLTENAs a child, Dutch model

Isabel Scholten wanted to

be a veterinarian. At age 12,

however, she started dreaming

of a modeling career – perhaps

aware of her blooming beauty

– and of conquering the fashion

world one day. She was soon

discovered by an agency in

Rotterdam. “They invited me to

a casting, I did well, and then

I was offered a contract,” she

says. Today, at age 17, Isabel is

still living in the Netherlands,

but she has already left her

mark on the world. She was the

cover of “Vogue Girl Korea” and

appeared on the pages of “Vo-

gue Italia” and “Teen Vogue”,

working with important photo-

graphers such as Serge Leblon

and our Jeon Seung Hwan for

PLASTIC DREAMS. “It was a won-

derful editorial with amazing

people. And the shoes... I loved

all the shapes and colors.”

Favorite flower: Orchid. “It comes in all colors!”

THAYNA SANTOSBrazilian model Thayna San-

tos was discovered in October

2012, during a contest spon-

sored in São Paulo by agency

KeeMod. Since then, she has

been living between Brazil

and New York while dedicated

to conquering the world of

fashion. “I’ve always heard

from relatives and friends that

I should try to be a model and

now I feel that I was born for

this indeed,” she says. In her

still blooming career, Thayna

has already modeled for major

names such as 3.1 Phillip Lim,

Thakoon and Theyskens Theory

during fashion weeks in New

York, São Paulo and Rio de

Janeiro. She loves challenging

model jobs, such as an editorial

photographed by André Schiliró

for “L’Officiel Brasil” (inspired

by the movie “Blow Up”), and

loved shooting for

PLASTIC DREAMS. “The team

was fantastic and made

me feel at home. And also,

Melissa has been a part of my

life since my childhood. I can

honestly say it was the best

work I’ve done so far.”

Favorite flower: Orchid.

AMRA CERKEZOVIC

With her beautiful eyes

and short hair, Bosnian model

Amra Cerkezovic is quickly

becoming a favorite in the

most coveted magazines and

catwalks of the world.

She has appeared on the

cover of British magazine “i-D”

and now on PLASTIC DREAMS.

“I fell in love with a pair of

Melissas I saw in the studio,”

she confesses. Amra has also

modeled for brands such as

Chanel, Dior, Emporio Armani,

Fendi, Hermès and Blumarine.

Not bad for an 18-year-old

model, who was discovered

only a year and a half ago by a

Serbian agency.

However, her plans reach out

beyond fashion and she’s current

preparing to start university. “I

hope to reconcile my modeling

career with my studies,” she

says. The fashion world also has

its fingers crossed!

Favorite flower: shepherd’s-purse “It’s not actually a flower, but

it’s my favorite plant.”

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

Gary Gill retouches Thayna. At the top,

17-year-old Dutch model Isabel.


The 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!

PLASTIC DREAMS DID A PHOTO SHOOT IN LONDON WITH

FOUR DIFFERENT MODELS FOR OUR 10TH COVER:

SPECIAL COLORS AND PERSONALITIES

BLOSSOMING IN THE CURRENT TRENDS.

Unique in both beauty and form

Text Ilana RehaviaPhotos Adrian Wolfson

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Sei que é devido a fonte utilizada, mas tem como aumentar o 10 para ficar mais uniforme e esteticamente melhor? :)

43

HYPERBOTANIC

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.

The style brings together a thick and geome-tric heel and softness in form with an unexpec-

ted 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 ESTRELICIA

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

MELISSA DORIS SPECIAL

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

MELISSA PETAL

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 ULTRAGIRL + MINNIES 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

MELISSA BALLET

Plastic Dreams

Some products may undergo color

distortion or not be made available

for purchase.

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Acento agudo no i = Estrelícia

45We Are Flowers Summer 201444Plastic Dreams 45

URBAN BLOOM

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.

The design of this style will make your feet look and feel beautiful. With an unique, mini-malistic and futuristic design, its an ideal op-tion 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 OPTICAL

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

MELISSA SWEET DREAMS

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 com-binations and wear it with your most relaxed looks! #itgirl #streetstyle #fashionheaven

MELISSA PATCHULI

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 HARMONIC

Plastic Dreams

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

MELISSA PLANEHITS



for purchase.

46Plastic Dreams 47

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

MELISSA FLOXFLOWER LAB

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.

MELISSA LADY DRAGON

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

MELISSA ULTRAGIRL HEEL SPECIAL

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

MELISSA FLORET



for purchase.

Plastic Dreams

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


48 49

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 ULTRAGIRL HEEL

MELISSA FRESH BLOOM

TECHNOKITSCHSTRONG 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!

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

MELISSA COLORAs 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

MELISSA SPIKES

Plastic Dreams



for purchase.

50Plastic Dreams COLECTION 51We Are Flowers Summer 2014

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!

KIDS + BABY :-)

#TEENS CAMPANA ZIG ZAG

FURADINHAFURADINHA

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

ULTRAGIRL BOWWhich 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!

ULTRAGIRL GATINHOThe 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?!

POLIBOLHAThis 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 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

ULTRAGIRL SPECIAL

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).

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!).

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

ULTRAGIRLWow! 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!!!! :-)

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

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

Alguns produtos podem sofrer distorção de cores ou não serem disponibilizados

para comercialização.

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Tradução

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Tirar GATINHO do nome da Mini Melissa e deixar só ULTRAGIRL

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Colocar a Ultragirl + Minnie INF

52 53We Are Flowers Summer 2014Plastic Dreams

“As 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” –

one of the rarest and most exotic

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

THE LIFE AND WORK OF MARGARET MEE, A LEGENDARY BOTANICAL ARTIST WHO DEDICATED HER ENTIRE LIFE TO FLOWERS.

THE FLOWERING AMAZON

Texto Sergio Amaral Text André Rodrigues

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

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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.

Her fascination was such she felt

compelled to capture the asto-

nishing 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

botanical artist, acclaimed by

botanists and art critics alike.

Recognition of her work came

in the form of financial support

from the Brazilian government,

the National Geographic Society

and a Guggenheim Fellowship. In

1976, she was made a Member

of the Order of the British Empi-

re. Margaret was also an hono-

rary citizen of Rio de Janeiro. It is

ironic that this enthusiastic lover

of the Amazon, who had braved

so many hazardous and alarming

circumstances deep in the forest,

ended up being killed in a car

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 appea-

red above a canopy glistening

with dew. An elegant heron

was fishing. Another day had

dawned.”

“MARGARET MEE AND THE ‘MOON FLOWER’”

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 ar-tists 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 distingui-shed researchers and specialists, such as the botanical artist Carmem Fidalgo and also bota-nists 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.

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.

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For further information, pictures and videos go: margaretmee.ehfilmes.com.br

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56 We Are Flowers Summer 2014 57

FLOWERS IN ART 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 en-tirely 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 (1907-1954), 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 wall-papers that turn any living room

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 flow-ers canvases.

The fact is that every artist, from Brazil or abroad, has cre-ated something so that flowers would not go unmentioned.

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.

What 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 (1840-1926), 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. Gaz-ing at the flowers.

This trend hit eccentric Vincent van Gogh (1853-1890),

01

03 04

05

06

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 – curi-ously on the exact year he died,

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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.


01

Plastic Dreams

02

Plastic Dreams 58 59

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

PEACE & LOVEReleased in the late 60’s,

Scott McKenzie’s “San Francisco”

became an anthem of the Flo-

wer Power generation. Compo-

sed by the leader of The Mamas

and The Papas (John Phillips),

it was intended to promote a

charity event, the Monterey

Pop Music Festival. The lyrics

depict an entire groundwork

in peace and love: “If you are

going to San Francisco / Be sure

to wear flowers in your hair / If

you’re going to San Francisco /

You’re gonna meet some gentle

people there.” It became a hit,

reached the Billboard charts –

fourth position in the U.S. and

first position in England – and

was part of the soundtrack

of Robert Zemeckis’ “Forrest

Gump” and Roman Polanski’s

“Frantic”. Oh, the festival, of

course! It made history: 200,000

people attended the event that

started the first Summer of Love

back in 1967.

NEW ORDEROne of the most important al-

bums of the 80’s, “Power, Corrup-

tion & Lies” (1981) made history

as the album that allowed New

Order to define the post-punk: a

mix of rock and electronic music

that would influence almost

every band that came afterwards.

The album includes hits like “Your

Silent Face”, inspired by another

electronic classic, Kraftwerk’s

“Trans-Europe Express”, and “Age

of Consent”, which appeared in

the soundtrack of Sofia Coppola’s

“Marie Antoinette”. The iconic

cover, created by mythic designer

Peter Saville, is a reproduction of

the painting “A basket of roses”,

by French artist Henri Fantin-

-Latour, and creates a duality

between the romanticism of the

image and the gloomy sound of

the album. For the designer, the

image “suggested the means by

which power, corruption and lies

infiltrate our lives. They are allu-

ring,” he said about the creation.

SEMINALRadiohead’s debut “Pablo

Honey” (1993) did not receive

due attention at the time of

its release. Critics found it all

very strange, sloppy even. But

that didn’t stop the album from

reaching the pop charts with

tracks such as “Anyone Can Play

Guitar” and “Stop Whispering”,

plus the group’s most famous

hit, “Creep”, which has been

re-recorded by several other

artists including The Pretenders,

Tears for Fears and Macy Gray. It

even appeared on “Glee”!

TECHNICOLORThe song “Flower” came

alongside “Play”, the album

that lifted music producer Moby

and the electronic music of the

2000’s to the mainstream. Rele-

ased in a special edition of the

album with b-sides, “Flower” is

not the most romantic song. Ac-

tually the lyrics seem to suggest

death, loss and mourning. But

when it comes to production

and harmony, melancholy has

no chance. It was even featured

in the soundtrack of “Gone In

Sixty Seconds”, that kinda iffy

action film starring Nicolas Cage

and Angelina Jolie, in which a

retired expert car thief goes

back into business to save his

brother’s life.

TRUE UNDER-GROUND

It’s rock, it’s underground

and it’s a bit erotic too, like

Mapplethorpe’s flowers. The

track is “In Bloom”, a hit from

another album that made

rock history (and Nirvana’s

history): “Nevermind”. The

band’s mythology has it that

Kurt Cobain wrote the words

as a sort of criticism to the

outsiders of the underground

scene, who were unable to

understand (and feel) what

was behind the group’s work.

Despite the rage, “In Bloom”

was successful. The video, a

parody of televised musical

performances in the 60’s,

was awarded Best Alternative

Video on MTV in 1993.

MADE IN BRAZILIn this tropical country and in

its music, floral references are

an inspiration for a multitude of

songs. An example would be a

classic anti-censorship anthem

released during the Brazilian

dictatorial period: Geraldo

Vandré’s Pra Não Dizer que Não

Falei das Flores (Not To Say I

Didn’t Mention Flowers). There

are also anthological sambas

such as Cartola’s As Rosas Não

Falam (Roses Can’t Speak), and

even a song by Tom Jobim, the

country’s most popular classical

musician: “Forever Green”,

an ode for nature and Earth.

Another well-known local hit

is “Um Girassol da Cor do Seu

Cabelo” (A Sunflower in the

Color of Your Hair), by Milton

Nascimento and Lô Borges,

which became a cult among in-

ternational musicians. The likes

of Savath & Savalas (project by

Prefuse 73’s designer Scott Her-

ren, released by Warp Records)

and musician José Gonzalez

have done covers of the song.

PLAYFOR YOU TO GROW YOUR MUSICAL GARDEN...

TWO DOOR CINEMA CLUB SPRING”ROXETTEFADING LIKE A FLOWER”M83 RUN INTO FLOWERS”STEPHEN MALKMUS & THE JICKSGARDENIA”SEALKISS FROM A ROSE”MOBYFLOWER”CLUBE DA ESQUINAUM GIRASSOL DA COR DO SEU CABELO”TALKING HEADSNOTHING BUT FLOWERS”STINGDESERT ROSE”THE WHITE STRIPESBLUE ORCHID”MAZZY STARFLOWERS IN DECEMBER”SCREAMING TREESBED OF ROSES”REMLOTUS”NICOLAS JAAR

SUNFLOWER”

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Just like the fashion world,

perfumery also has its

trends, and lately it is all about

the floral fragrances, which

were away from the spotlight a

while ago. “Florals are the main

olfactory family. When you think

of perfumes for women, this is

the preferred branch for most”,

explains expert Renata Ashcar.

“It’s a kind of fragrance that is

well suited to Brazil’s climate”,

she explains. Especially when

combined with fruity scents.

According to her, the floral-

fruity combination is the most

common in the range of florals.

A floral perfume is obviously

composed of flowers, but which

ones? The core is rose and jas-

mine. “Another combination that

won over Brazilian women was

white flowers such as gardenia,

tuberose, magnolia,” says Re-

nata. “It’s a feminine scent, with

a very particular smell.”

But lightness probably will not

please women who prefer more

striking scents, right? Wrong.

There are also the floral-oriental

fragrances, which in addition to

flowers include “denser ingre-

dients such as vanilla, resins,

incense, any kind of spice,” says

Renata. According to her, the

combination is super-trendy!

If you’re looking for a

perfume that suits you well,

it’s important to take retention

into account. “It depends on

the intensity of the flower and

the density of the ingredients,”

the expert explains. “Wood

is less volatile than lavender

and therefore tends to remain

longer on the skin.” There are

florals such as Prada’s Infusion

d’Iris, which is very lightweight

and features ingredients with

low density, and Dior’s Poison,

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.

THE “FAMILIES”“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 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.

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

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

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

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

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

Floral FruityThe 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.

which features musk, honey,

and almond, in addition to the

tuberose, making it stronger

and more durable.

While searching your own

perfume, you may prefer an

iconic one such as Chanel No.

5 (with jasmine, roses, and 80

more ingredients), Cacharel’s

Anaïs Anaïs (composed of or-

ange blossom, iris, and tuberose,

mixed with incense, amber,

sandalwood ,and cedar, making

it pretty intense), and Yves

Saint Laurent’s Paris (with roses,

violet, bergamot, and a touch of

sandalwood and vetiver).

Also worth mentioning are

Lancôme’s Trésor, another

classic with a floral-oriental

fragrance (hints of apricot,

lilies, roses, peach, amber,

and vanilla) and Brazilian Lily

Essence, by O Boticário, with

white flowers. Help yourself!

Springtime aroma

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Texto Sergio Amaral Text Stephanie Noelle

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

pleats, it’s a fragrance with a floral, fruity, and woody structure.03. Bulgari Omni Coral: A radiant floral/fruity fragrance that

evokes the essence of summer.04. Natura Ekos Água de Banho Encantos de Capitiú: A fascinating

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.

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62Plastic Dreams 63Xxxxxx Xxxxxxx Verão 2014

Chanel 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 lo-ved camellias for several reasons: their simple, rounded and andro-gynous 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

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 tradi-tionally 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 rela-tionship 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, consi-dered 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 fe-tishized and eerie – view on them.

The biodiversity and evolution

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, sha-pes, 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 inter-pretation, 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 patter-ned 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 immorta-lized 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 over-comes 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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THROUGHOUT ALL SEASONS,

FLOWER PATTERNS INVADE BOTH THE STREETS

AND THE CATWALKS. EXPLORE A PART OF THIS GARDEN WHERE STYLISTS

GATHER THEIR REFERENCES.

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Text Sergio Amaral Photos Marcio Madeira e Reproductions

The sweetest fashion


The “American Beauty” rose is not only the

namesake of Sam Mendes’ 1999 Academy Award-winning 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

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


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”.

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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

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

64

66Plastic Dreams

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

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.

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.

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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

67Plastic Dreams

MAKEUP

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.

Text Stephanie NoellePhotos Marcio Madeira

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

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!

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 eye-lid. 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!

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.

freshness more light

outlining

cat eyes

rebellionYou 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.

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Plastic Dreams BEAUTY COLUMN

We Are Flowers Verão 201468 69

IT’S DIGITAL

TIME!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.

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 aes-thetic. Instead, they are sophisti-cated, 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 inno-vations 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.

Text Camila Yahn Photos Marcio Madeira

Plastic Dreams

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Plastic Dreams RUNWAY COLUMN

A 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, camer-as and computers. The encounter between the human and the digi-tal gives room to several visual

#NDA #DIGITALPRINTS #DIGITALFASHION

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70 We Are Flowers Summer 2014

Global basket

Plastic Dreams

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.

Text Suzy Capó

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.

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.

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.

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.

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.

FLORAL MAGICSingapore

BLOEMENMARKTAmsterdam

ONLY ROSESLondon and Dubai

THE FLOWER TRUCKLos Angeles

THIERRY BOUTEMY Brussels

Located at Váci Street, in downtown Budapest, Philantia has been functio-ning 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.

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www.only-roses.com

theflowertruck.com


Extraordinary LUXURY

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!

Since he fled home at age 17, back in

Devonshire – a rural English village –

image-maker Judy Blame has seen the

world go round a few times. His name is

associated with fashion and music scenes

that have changed the way we think

about fashion and listen to music (and

also how we relate each other) and his

portfolio included jobs as a jeweler, art

director, stylist, and accessories designer

for Louis Vuitton, Comme des Garçons,

Paco Rabanne, Björk, Neneh Cherry, and

Gareth Pugh.

His work has reached new heights this

year, with exhibitions “Punk to Couture”,

at the Metropolitan Museum of Art in New

York, and “Club to Catwalk: London Fashion

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

Victoria & Albert Museum in London.

He is not impressed by the newly

acquired status. “I still live and work in the

way [I used to back then]. That’s

why I survive every season,” he told

PLASTIC DREAMS.

His history is as legendary as the brico-

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

not his birth name, and Blame is not his

family name. And bricolage would be a

proper term if he were not imbued with the

punk DIY spirit in his DNA.

Text Suzy CapóIllustrations Judy Blame

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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

accessories that would thrill the regulars

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

New Romantic style emerged. “It was a

time of new creativity and a brave stand

for originality” he says.

The coveted image-maker caught the

world’s attention after designing Boy

George’s outfit for the Emmy Awards

ceremony, in 1984. He also helped

define the visual identity of style bibles

“iD” and “The Face”, and made history

with his partnership with photographer

and stylist Ray Petri, from Buffalo. His

indelible influence on fashion, by melding

haute couture and sportswear, was then

absorbed by the system as a successful and

unexpected transplant. Judy became a myth.

The artist told PLASTIC DREAMS his main

inspiration is fun. “We photograph the

shoes and various objects I like: flowers,

teddy bears etc. I bought every sticker I

could find. Then we started creating shapes

and characters to suit the shoes. Once I

was happy with each one, we scanned

the original and retouched the colours, if

needed.” Creativity and pure craftsmanship.

Judy is currently working on a book about

his career, “a mix of a colourful education in

the Art of style and fashion. A life guide for

the marverick genius”, he says.

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

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


MELISSA PLANEHITS

MINI MELISSA ULTRAGIRL BOW

MELISSA SPIKES (TOP)

MELISSA FLORET


MELISSA HEART + SALINAS

MELISSA MELISSIMA + KARL LAGERFELD

VIVIENNE WESTWOOD ANGLOMANIA LADY

DRAGON (TOP)

MINI MELISSA ARANHA

VIVIENNE WESTWOOD + MELISSA ARANHA HITS


MELISSA FRESH BLOOM

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA

ULTRAGIRL

MELISSA PETAL (CENTER)

MELISSA DORIS SPECIAL (TOP)



MELISSA ESTRELICIA (TOP)

MELISSA ULTRAGIRL + MINNIE

VIVIENNE WESTWOOD ANGLOMANIA + MINI MELISSA ARANHA (TOP)

VIVIENNE WESTWOOD ANGLOMANIA + MELISSA ULTRAGIRL


8382 83Plastic Dreams

Text Elisa Stecca Illustration Zé Otávio

It all started when my young-

est daughter was born. At the

time, I decided to refurbish

the house and I assembled

an “urban orchard” on the

porch. I placed three vases with

vine and berries, and planted a

peach tree in a large pot.

Not quite knowing what to

expect, I was amazed when I

glanced at it one day and saw a

tree covered in pink. It was practi-

cally a postcard from Japan.

It was a remarkable day, which

kindled in me a different eye for

things, a sort of seasonal expecta-

tion, a willingness to learn.

Little by little, pink gives way

to the bright green of the small

fruit, which eventually be-

come deep green, then yellow,

and finally the color of... peach!

I obviously face several

challenges from the moment in

which the first flowers appear

until the very last crop.

Sometimes I’ll forget to

water and the leaves will start

withering, the fruit will go

wrinkled and decayed, they

will push each other away,

and a large one will drop to

the floor to the birds’ delight.

I’ll get mad and blame myself

for having done something or

not having done something.

Too much or too little water,

bad vibes, lack of fertilizers...

My fault! My fault! That was

until I heard from experts that

there is a natural selection that

eliminates some of the fruit. I’m

not totally to blame.

We also have to deal with

anxiety.

Out of the twelve months

we’ve got in a year, the peachy

symphony lasts about five.

The rest of the year we’ve got

a naked and charmless set of

branches. What can I do? I have

to keep watering, tendering

and WAITING, something that is

not my forte. I’ve since got the

hang of it.

It didn’t take long for me to

fall in love with all that. Now I

have an orange tree, a guava

tree and, more recently, a

lemon tree bought in February

that is supposed to bear fruit

next year. But one day I woke

up and bang: flowers, scented

and colored... pink! Wow, amaz-

ing! Each day there’s a small

change, but it takes time.

But now I’m always around

like a plant stalker, eager to

take a peek every single day.

The thing is, they were born to

make me learn. Every now and

then, in the dead of night, a

new bud shows up.

Guess what? Once again,

life is happening without my

interference!

DAILYCHANGE

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.


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