The film invitation for the SÃO PAULO Spring Summer COLLECTION 2011 show at Moda Lisboa was directed by Cölonia, with concept by V!TOR and Cölonia. The music is from Pietro Casella. Thank you!

With the sudden and unregulated development of the city and the different influences brought by immigration São Paulo was mutating. The construction and imposition of architecture over architecture and the overlapping of the logo formed the image of the city.
In 2007, Gilberto Kassab, then mayor of São Paulo introduced the ‘Clean City’ law aiming to eliminate illegal advertising and cleaning the visual pollution in the city, radically changing its image.
This relation of construction and reconstruction, and enforcement of the branding implementation and its image is interpreted in the collection, as well as the unruly process of the city development.
Create, overdraw and overmake until the realization of an image that afterwards is abruptly cleaned to form the final collection.

Collection Development Partner— Reto Crameri
Photography— Angela Azevedo
Music Development— Pietro Casella
Jewlery— Ines Nunes
Watches— Item
Production Support — Fernanda Morais, Nelson Vieira
Hair — Rui Rocha and team
Graphic Design and Flyer Photography — Joana Machado
Video — Colönia

PRESS RELEASE

SÃO PAULO LOOKBOOK
Photos by Angela Azevedo