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Home Shopping Experience

17 Dec

Hello there!

I’m finally getting in holidays mood! Everything is starting to get calm at work – what a relief.

One of the marketing projects for the brand I work for, is to do a sort of  “shopping delivery” experience. The other day I was doing some research and found a brazilian brand – that I had never heard about before – that had a similar idea (damn!).

When I found A.Niemeyer’s website, I couldn’t believe they would actually send me a bag full of clothes, just like that, delivered directly at my work place. Curiosity couldn’t keep me from trying it out, so I filled out the form with basic informations such as name, address, telephone, sizes, submitted the order form and thought “no way this is so easy”. The next day, I received at my office a huge shopping bag! Inside, besides clothes perfectly folded and tagged with their prices, a lookbook, an envelope and a letter explaining how to proceed in case I wanted to keep something. I had 24 hours to try everything on and the next day they would pick it up again. If I liked something,  I could keep the garment and just put a check inside the envelope. Voilà!

Beautiful linen shirts and tops, fluid dresses, shorts – everything beach and summer inspired!

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A great idea and very practical in our busy modern workaholic lives.

The Packaging! Dream Shopping Bag!

Delicately protected

My 24 hour clothes!

Lookbook to get inspired

Gift wrap just in case you want to buy something for a friend

I would have loved to keep everything, specially the white dress, but prices were out of this world. Well, I guess practicality isn’t cheap…

xxx

Sneak peek!

20 Nov

Vogue Shooting Day in France

Shooting set!

Being at a shooting set of Vogue Magazine is a quite unforgettable experience!  It was Haute Couture Week in Paris and this was the shooting day of the October 2010 issue cover, shot in July in the Camargue region of France. Just meeting the photographer, Peter Lindbergh, was already worth the trip and mosquito bites!

The cover star was Carey Mulligan, an English actress that has conquered Hollywood by starring in movies such as “An Education”, “Public Enemies” and “Pride & Prejudice”.

The whole Vogue team, including of course Grace Coddington, arrived at the set at about 9am, ready for a whole day of shooting. It was amazing to see the behind-the-scenes of those fashion editorials we always see in magazines.  The stress, the expectations, the surprises (one accessory is missing!), the hard work from everyone involved, and still, with lots of fun and laughter!!

Quando me chamaram para ir como Fashion Assistant ao shooting da capa de outubro de 2011 da Vogue Magazine eu quase pirei! As fotos aconteceram na região francesa de Camargue, em um dia de verão e muito calor! Quando me falaram que o fotógrafo seria Peter Lindbergh, eu tive certeza que a experiência seria inesquecível! 

A estrela da capa foi a atriz inglesa Carey Mulligan, que se destacou nas telinhas com os filmes “Educação”, “Inimigos Públicos” e “Orgulho & Preconceito”.

O time da Vogue, inclusive Grace Coddington, chegou no local as 9 da manhã, prontos para começar a jornada. Foi incrível ver como funcionam os bastidores dos editorias de moda que vemos nas revistas. O estresse, as expectativas, as surpresas (está faltando um acessório!), o trabalho dedicado de todos os envolvidos e ainda assim, com diversão e risadas garantidas!

Everything getting into place

Haute Couture dresses: Balenciaga, Nina Ricci, Valentino, Dior...!

Shoes, shoes and more shoes!

Peter Lindbergh

An honor!

The result / O resultado:

October 2010 issue cover!

xxx

Welcome to Porto Alegre!

19 Nov

Yesterday I had a business trip to Porto Alegre, my hometown! I flew off from São Paulo in the morning and went directly to the Shopping Mall Iguatemi in Porto Alegre.

It’s funny how unfamiliar the city still seems to me. I was born in Porto Alegre, but never lived there, and even though we spent many holidays there visiting the family, I feel like I don’t know anything about the city!

Since I would spend only one day/night in Porto Alegre and leave the following morning, I chose something comfortable to wear for the trip and during the day. I then went to the Hotel to get ready for the party at the shop.

Ontem tive uma viagem à trabalho para a minha cidade natal, Porto Alegre.

Apesar de ter passado muitas férias em família por lá, nas casas de tias e tios, convivendo com primos, viajando para o litoral gaúcho, toda vez que chego na cidade é como se chegassse em um lugar totalmente desconhecido. Pela primeira vez, o motivo da minha visita foi outro e eu fui pra cidade apenas à trabalho, para voltar no dia seguinte. Do aeroporto direto para o Shopping Iguatemi, escolhi viajar com uma roupa confortável para ficar até à noite, quando fui ao Hotel me arrumar para a festa na loja. 

Travel & Day outfit - and my tired face after a long day!

I wore my favorite black trousers from Zara, a blue striped shirt, black blazer, Shoestock flats and Louis Vuitton Neverfull bag. I know my sister would wear high-heels no matter what, and she often goes away on business trips. But, as you might have noticed, I’m pretty basic and I love wearing flat shoes – even though Anna Wintour says “no no” to flats!

Vesti minha calça preta perfeita comprada na Zara em Amsterdam,  uma camisa azul listrada, blazer preto, sapatilhas e minha bolsa Louis Vuitton Neverfull. Ao contrário da minha irmã, que usa salto-alto até para dormir, eu sou beeem mais básica e clássica, e ainda prefiro a boa e confortavel sapatilha sempre que for possível deixar o salto de lado. 

Black Shoestock flats with pointed toe

There's always space for more!

xxx

My own “Librairie de la Mode”

16 Nov

I love  bookstores. In São Paulo I spend hours at the “Livraria da Vila” bookstore and I wish I would never leave empty handed!

The fashion and cooking sections are by far my favorites! Recipe books always fill the eyes! As for Fashion books, each tells a story, a curiosity, a revelation, whether it’s about history, a designer, a brand, or stylings and tips. I’m slowly adding new books to my collection, taking the time to read the ones I have. Many of them were a gift from my sister, others bought during my studies and also in Paris. I went almost weekly to the “Libraire de la Mode”, at the 22 rue Pierre Lescot, and also to the bookstore from the Musée des Arts Décoratifs, at 107 rue de Rivoli, both at the 1st arrondissement in Paris.

Amo livrarias. Em São paulo passo horas na Livraria da Vila e sempre tenho que me segurar para não sair de lá carregada de livros. 

As seções de moda e cozinha são as minhas preferidas! Livros de receita sempre enchem os olhos – além de dar água na boca! Já os livros de moda: cada um uma história, uma curiosidade, uma revelação. Impossível querer um só. Aos poucos vou aumentando meu acervo, muitos ganhei de presente da minha irmã, outros comprei durante a faculdade e em Paris. Se eu pudesse, teria voltado de Paris com uma mala cheia de livros. Lá passava quase semanalmente na “Librairie de la Mode”, na 22 rue Pierre Lescot, ou então na livraria do Musée des Arts Décoratifs, na 107 rue de Rivoli, ambas no 1ero arrondissement de Paris. 

Top 10 Fashion Books

 

                  

The first two books titled “Fashion Design Handbook” and “Fashion Illustration: Accessories” have illustrations and sketches fun to look through and get inspired.

The “Fashion Game Book” was a birthday gift from my favorite french girls: Anais, Audrey and Margaux. I think it’s my coolest fashion book, with essentials of the greatest fashion brands.

The “My Wonderful World of Fashion” could only have been my sisters idea! She brought it for me from NY and it’s for those days you have nothing to do and feel like getting back to childhood! Fun, fun!

The last books are focused in Fashion Marketing. Marty Neumeier’s “Brand Gap” and “ZAG” are must-haves.

Os dois primeiros livros “Fashion Design Handbook” e “Fashion Illustration: Accessories” são recheados de croquis e ilustrações divertidas e inspiradoras.

O livro “Fashion Game Book” foi um presente de aniversário das minhas três francesas preferidas: Anais, Audrey e Margaux. É um livro super completo com informações sobre as marcas mais importantes e perguntas/respostas para testar os conhecimentos.

“My Wonderful World of Fashion” é uma daqueles livros que você só compra por ser tão irresitivelmente fofo! Provavelmente foi isso que levou a minha irmã a trazer ele pra mim de uma viagem a NY. Naqueles dias de preguiça e nada para fazer, é só pegar as canetinhas e lápis de colorir e voltar a ser criança! 

Os últimos livros são focados em Marketing de Moda. “Brand Gap” e “ZAG” do Marty Neumeier são leituras obrigatórias para quem se interessa por branding e imagem de marca. 

xxx

The day I had coffee with Anna Wintour

15 Nov

Every girl’s dream – or at least for the fashionista ones – is to discover the magical “behind the scenes” world of Vogue Magazine.

As a journalism student and fashion lover, my dream wasn’t any different, yet it sounded pretty impossible to achieve. So I finished my degree, applied for a MA in Paris and left Brazil confident and happy about my new journey and the many croissants and pains au chocolat I would devour every morning for breakfast.

One year later, I was ringing the bell of the Condé Nast International Office in Paris for an internship interview at Vanity Fair USA. Even though it wasn’t Vogue, I was excited and thrilled to just be there and have this opportunity! I got the internship, started right away and one month later was moving downstairs to Vogue USA.

Accessories at the VOGUE closet

I clearly remember my first day as fashion assistant at Vogue USA in Paris. Anyone in my shoes would – not only did it coincide with the first day of the Haute Couture Fashion Week, it was also the day Anna Wintour  and Co. were arriving in town. As I made my way up to the second floor, at 9am on the dot, I could already see a frantic bunch of people cleaning everything up – opening the windows, turning on the airco, receiving flowers, re-stocking the mini-bar with Perrier and Coca Cola Light. My first mission: receive a luggage full of Anna’s clothes that had to go back to New York. I had to open the Louis Vuitton bag and make a list of all the contents: four D&G tops, one Lanvin dress, a pair of Manolo Blahnik shoes, a toiletry bag with Chanel creams and a N°5, toothbrush and toothpaste, a Kiehl’s shower gel rolled up in a face towel from the Ritz Paris… Second mission of the day: get lunch for everyone at the office, myself included. And off I went with five post-its with everyone’s wish carefully noted down: “poulet vert” salad, mini thai salad, sandwich jambon cru parmesan, pasta pesto mozza, jus d’orange gingembre (that last one’s an orange juice with ginger)…

The whole morning I sat there in great expectation, waiting to finally meet the devil they say wears Prada. The great Grace Coddington arrives but still no Anna. After lunch I start thinking she won’t come by anymore so I relaxed – stopped worrying about my posture, whether my dress was crinkly, etc… All of a sudden, while I’m looking at my inbox on the computer screen, someone storms into the office, practically with her back to me (still recognizable though, with that signature bob cut) – and instead of saying ‘Hi’ she orders a Starbucks coffee. While I’m still in shock because just a meter away from me was THE Anna Wintour wearing a gorgeous dress, probably Dior (the Devil also wears Dior, namely!), the others were busy calling a taxi to take me to Starbucks.

Usually, when someone tells you to get coffee, you think to yourself ‘who the hell do they think I am?’ – but when someone tells you to get coffee for Madame Wintour, you almost jump with joy and imagine yourself in that scene in the movie where the girl desperately runs through the streets in search of the nearest Starbucks.

@ my last day at VOGUE! The Paris Editor, Fiona Da Rin, me and Camila.

While I was waiting for the taxi, Anna comes back into the room and starts saying something. My two colleagues are on the phone and she doesn’t stop talking, looks sternly at me and continues “…to see the Dior show online for the black dresses, I think they would be good for Spiderman”. “OK” – my reply, deep down really worried with the first part of the sentence I missed. I didn’t hear who she wanted the email sent to! Shit! You don’t ask Mrs. Wintour “Sorry, who do you want me to send the email to?” Luckily, one of my colleagues that was on the phone heard who the email was for and saved me from my first big goof.

The taxi arrived and I jump in realising it’s been at least ten minutes since she asked for coffee. My God, she’s gonna have a fit! Once at Starbucks, there was a massive queue and I felt like screaming: “I need to buy coffee for Anna Wintour, let me through!”. And when you finally get the order, you feel like saying

“Guys, it’s for Anna, OK?”

Anyway, two coffees later (one for Grace, just in case) and I’m back in the cab. When I arrive at the office, I run up the stairs and almost bump into Anna who’s already on her way out. I hand over the coffee and ask “Sugar?” and she quite simply says “NO”. And that was my first day at Vogue USA. Later I found out that the temperature of Madame’s coffee cannot be too hot nor too cold, nor in between… by the way, since nobody wanted Grace’s coffee, I had it. At least now I can say I had a coffee with Anna Wintour.

All in all, I’ve learned five “fashion essentials” from Anna (only by observing her, we didn’t really get the chance to sit on a bistrô to chat and gossip):

1- Accessories are powerful! Use and abuse of maxi necklaces and bracelets, not necessarily together, prefer choosing one or the other.

          

2- Wear dresses for all occasions! Not too short, no cleavage please, keep it simple and stay elegant!

                   

3- Give high heels a chance! If you don’t feel comfortable in high heels, try kitten heels!

4- In fashion business, you can’t be too nice, otherwise you won’t be taken seriously.

5- Sunglasses are not only to be worn on sunny days. You’re allowed to use them indoors, on rainy days, during fashion shows…

xxx