Galeria Melissa SOHO ad campaign
Maybe I was sleeping under a rock, but I somehow missed the Melissa, the Brazilian plastic shoe line with which I can safely say I am fully obsessed, has opened an NYC store! I thought I was seeing things when I noticed the ads for a Galeria Melissa Soho store on the subway platform last night, but indeed, it’s true. The store opened February 8th!
While I’m an avid fan of its Sao Paulo store, I’m excited to see there is one just a stone’s throw away from Brooklyn in downtown Manhattan. Soho has always been the center for flagship stores for innovative clothing and accessory lines, but some of them haven’t fared well. Hopefully Melissa can “bring it,” and weather the storm with the brightness of its quirky rubber/plastic/pvc magic. My suggestion for its survival: frequent sales. As most of you may know, the US prices for Melissa shoes are a bit exorbitant, hence my hoarding pieces I buy at the Sao Paulo store (when I am in Brazil, of course) or via Brazilian friends. I pay up to 70% less when I buy them in the B, so it’s worth it. It’s also nice to get pieces “off-season” because they are usually heavily discounted. Doing that here might be a bit challenging, but I’ll see if I can work my magic.
As promised via the Retail DJ facebook page, here is my write-up on the newest collection: Plastic Paradise
This fall/winter collection (remember, southern hemisphere = opposite seasons) features a contrast of dark colors with lots of shimmer. Unlike previous collections, which relied primarily on texture differences to set itself apart from the summer lines, this fall/winter collection brings on the bling. Lots of pieces include a “basic” shoe and its naughty “glitter” doppelganger. This collection also features plenty of daytime pieces, included the adorable boat shoe “Moon” and the sleek cutout “Jean,” on which the company collaborated with designer Jason Wu to create. The line is fun, yet sophisticated, and overall left me with a ton of favorites. Here are my top picks:
01:45 "Star" (in pink)
I love the clean lines and soft colors this season for “Star,” a modified gladiator sandal perfect for spring and summer.
02:40 "Jean + Jason Wu" (in yellow)
I’m equally enamored with this cut-out skimmer by Jason Wu, which I could imagine contrasting very well on medium to dark skin or even with dark hosiery to help transition the shoe for a fall wardrobe.
03:16 "Mulher Maravilha" ("Wonderwoman") (in blue)
I always coveted the red, pointed-toe version of the Wonderwoman Melissa shoe released a few years back! Now they’ve create a version with a more subtle silhouette at the toe box, this time a slightly rounded point, and produced the piece in darker colors appropriate for fall/winter.
03:57 "Virtue" (in leopard)
A loafer in leopard print? LUV. It’s funky yet work-appropriate. It also comes in brightly colored leopard prints as well (i.e. this shimmery turquoise style). And let’s be honest, an eco-friendly style sure beats the traditional horsehair versions!
04:30 "Moon + Jason Wu" (in green)
Another loafer in bright colors, care of Jason Wu, whose collaborations with the line have breathed new life into more traditional pieces. These work for all ages and are super comfy!
06:20 "Virtue Special" (in gold)
When I saw these, I immediately thought, “If Elton John were a shoe designer…” This super star of a slip-on is truly fun and comes in gold, silver, and many other glitter-laden styles.
- 05:32 “Ultragirl Glitter” (in pink)
Another glitter fave, this version of Ultragirl pushes the limits and is eerily reminiscent of Dorothy’s ruby slippers. There’s no place like Galeria Melissa!
06:25 "Electric" (in gray)
This flocked heel reminds me of a shoe I wore to a high school dance, only now with a little more edge. This punky yet formal heel encourages even the more subdued of us to find our inner vixen. It’s sexy, no-nonsense.
07:15 :"Celestial" (in yellow)
At first glance, I thought of Rumplestiltskin, who would have rocked these bright mustard heeled oxfords without hesitation. They are quirky, but also work appropriate and come in a variety of colors and textures.
7:51 "Incense Glitter" (in gray)
And last, but not lease, the sweet “Incense” heel in glitter mode. This comfortable heel comes with a rounded toe in the front and a surprise in the back with its double bow accents at the heel. This line comes in plain colors as well, but I have to say the glitter version is my favorite.
If you’re in NYC, check out the Galeria Melissa SOHO: 102 Greene Street, NY, NY
– Retail DJ