Lolitta, Pelu, etc: São Paulo's 10 top fashion designers

I was asked by IN, a super cool Chilean magazine, to choose São Paulo's top up-and-coming fashion designers. The story is out this month, in their annual shopping edition. They published a summarized version, so here is the full version:

Lolitta

Lolitta isn’t just her brand name, but also a perfect way to describe budding talent Lolita Hannud, who’s only 21. She began designing when she was a mere 13-year old. Hits are the Hervé Leger-inspired bandage dresses – a craze in Brazil – and knits reminiscent of Missoni.

284

Helena Bordon and Marcela Tranchesi are fashion royalty, the beautiful young daughters of Eliana Tranchesi and Donata Meirelles, the powerhouse duo behind the Daslu empire. After a childhood spent following their moms to the haute couture shows, the girls launched 284.  Like Britain’s phenom Top Shop, it’s fast fashion, with well-priced clothes changing often to reflect trends.

Av. Chedid Jafet, 131, 2^nd floor, tel. (55-11 3841-4000)

Carina Duek

The daughter of Tufi Duek, one of Brazil’s most respected fashion moguls and owner of the famed Forum boutiques, studied fashion in London and São Paulo. Her style was girly and fun, but has matured in synch with the opening her first boutique on posh Oscar Freire street.

Rua Oscar Freire, 736, tel. (55-11) 2359-5972, 

Pedro Lourenço

Pedro Lourenço’s mother and a father are both renowned fashion designers in Brazil (Glória Coelho and Reinaldo Lourenço). He was given the helm of his mother’s second brand Carlota Joakina at the tender age of twelve: the youngest designer ever to show at São Paulo’s fashion week! He’s launching his eponymous brand next February, in New York.

Bianca Ranucci

Taffeta, silk organza and other luxe fabrics are turned into elegant, fitted dresses and blouses that make a statement by Bianca Ranucci, whose latest collection is splashed with florals.
Rua Oscar Freire, 236, tel. (11)3083-7805

Pelu

This little gem of a boutique started off as an outlet where it girl Helena Linhares could sell her carefully curated selection of pieces by up-and-coming brands. In 2006 she launched the shop’s own collections, designed by Cacá Garcia.
Alameda Lorena, 1257, casa 2, Jardins, tel. (55-11) 3891-1229

Juliana Jabour

The queen of viscolycra. That’s quite a title for a designer who’s only been around since 2004, when she held her first , small runway show. Juliana Jabour’s cool and edgy fashions are now sold throughout Brazil and shown at Rio’s fashion week.

Lilly Sarti

Sisters Lilly and Renata Sarti only popped on the radar two years ago, but quickly became media darlings. At 25, Renata is the businesswoman of the duo, while 23-year-old Lilly designs the clothes. Their trendy fashions are very of-the-moment, and are sold at their new flagship in Jardins.

Rua Peixoto Gomide, 1749
Jardins, Tel.: 55 11 3063-1551

C’est la Vie

In São Paulo there are hundreds of great bikini stores. But since local girls spend every summer weekend lazying by the beach or pool, the demand for one-of-a-kind suits is high. Enter Amanda Senna and Elaine Koto: their exclusive swimwear –subdued and elegant, in somber tones - is sold at their showroom, by appointment.

Rua Joaquim Floriano, 111, sala 9, Tel. 55 11 3845-9789

Pollignanno al Mare

Encouraged by their mother, who designs Daslu store’s namesake shoe collections, sisters Fernanda and Juliana Piva de Albuquerque launched their own footwear brand, Pollignano al Mare. The look is ladylike, featuring peep-toe pumps in luxe materials. Aunt Pati Piva set up a lovely café within the boutique, selling her famous jewel-like confections.

Rua Oscar Freire, 154, tel (55-11) 3062-5046

Click here to read the full story in IN magazine, including top fashion designers in Buenos Aires, Guayaquil, Lima, Quito and Santiago.