The brand brings regional culture and its impeccable modeling to the center of one of Fashion Week’s most anticipated shows
This week takes place the 54th edition of São Paulo Fashion Week, one of the most relevant fashion events in the national market that animates the São Paulo scene every season with its intense program of fashion shows and presentations of Brazilian brands.
Last Thursday, 17, Misci opened the day’s program, who took over one of the halls of the Sala São Paulo, in the city center, to show his brand new collection called Jerimum.
The brand led by Mato Grosso’s Airon Martin made its SPFW debut at the end of 2020 and has since conquered its space in the market by leaps and bounds, becoming one of the hottest and most desired names of the event.
The presentation filled Sala São Paulo with celebrities – some in the audience, such as Claudia Raia, others on the catwalk, such as Enzo Celulari and Giovanna Ewbank – who joined journalists, influencers and opinion makers from the fashion market. In the large hall with very high ceilings and large windows in one of the most important cultural spaces in São Paulo, the atmosphere was one of anticipation and curiosity.
In the Jerimum collection, a term by which the pumpkin is known in some regions of Brazil, Airon demonstrates that he remains focused on his initial purpose, that of presenting all the productive and creative potential of Brazilian industry with his fashion. The stylist does it in a mature way with stylistic choices that bear witness to the evolution of his gaze at the market and also at the customer he seeks to delight.
The Brazilian tailoring, sensuality and textile experimentation for which Misci has always been acclaimed are still present, but are accompanied by new elements. Garments with larger shapes, luminosity and many overlaps, give an extra touch of refinement to the collection. Airon’s maturation comes without neglecting his strong fashion DNA and his youthful appeal.
The flagship of the collection are the silk garments, which detach from the body and dance as you walk – silk, among other things, is one of the great prides of the creative director, who always stresses that his suppliers Brazilians are the same ones who export to the big international luxury brands.
Also noteworthy are the jacquards with classic patterns such as houndstooth – of French origin – which stand out in blazers with cut-outs, trousers and jackets, all made with classic tailoring techniques. Structured denim pieces and a wide range of accessories complete the presentation.
Part of Misci’s great success comes from its leather bags and this season the family has expanded, models that have already become successes are enriched with new versions, such as the Bambolê bag which now also comes in gold and new models are born with creative proposals of use, the Twin bag, for example, was paraded as a bracelet.
The young Misci is experiencing a moment of expansion, just over a week ago he opened a new store at the Shopping Cidade Jardim, a space in São Paulo that is a reference when it comes to the luxury market.
The novelty in the store is in line with the collection presented at the Sala São Paulo and demonstrates the desire of its creator to expand its space on the market, attracting a new, more mature and demanding public.
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Source: Terra
Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
