Macy’sis bringing a little bit of Brazil to more than 300 of the retailer’s stores this summer with the launch of “O Mercado, the Market at Macy’s.”
The campaign for the store-within-a-store kicks off officially May 16, but already you can find many of the exclusive, limited-edition items inspired by and manufactured in Brazil.
“It definitely ties in with South Florida,” said Melissa Goff, the Miami-based vice president of media relations and cause marketing for Macy’s. “When you have over a half million Brazilian visitors to the area, of course it will resonate.”
In the curated shop will be a capsule collection of dresses by Brazilian designer Francisco Costa, the creative director of women’s collection for Calvin Klein. The house of Calvin Klein is also offering a range of Brazil-themed men’s and women’s apparel – such as underwear, shoes and accessories – designed by Kevin Carrigan, the brand’s creative director. Brazilian-born accessory designer Carlos Falchi will have handbags, shoes, jewelry and scarves from the FALCHI by Falchi label.
“What works in Brazil works here,” said Goff. “A sleeveless Calvin Klein dress is good year-round for us.”
There will also be footwear, handbags, fashion jewelry and apparel by Seu Jorge, Rachel Roy for Rachel Rachel Roy, Neon, Cecilia Prado, Hermanny by Paula Hermanny and Brazilian swim manufacturers Sauipe, Despi and ANK will be represented with merchandise.
“South Florida has such a diverse population,” continued Goff. “Brazilians are just part of our culture here. They have a very comfortable, welcoming style that I think South Floridians just get.”
But what about nationally?
“As soon as you land in Brazil you hear the music,” said Russell Orlando, vice president fashion director. “It’s just a sexy, young country. There are a lot of up-and-coming Brazilian fashion stars. They’ve got the World Cup in 2014. The Olympics in 2016. We just thought this would be fun to do in the summer. Brazil works great in the summer for everyone, all over the U.S.”
With prices starting at $5, these curated shops will carry approximately 100 exclusive items and 10% of the sale price of every product sold – both in-store and online from “O Mercado, the Market at Macy’s” – will benefit The Nature Conservancy (Nature.org), one of the world’s leading global conservation organizations working to protect the Brazilian Amazon rainforest.
Locally, the Macy’s stores having the curated shops include: Town Center at Boca Town Center, Westfield Broward Mall, Coral Square Mall, The Galleria at Fort Lauderdale, Aventura Mall, Pembroke Pines Mall, CityPlace, Miami International Mall, Westfield Westland Mall, Macy’s South Beach, Dadeland Mall, The Falls, Boynton Beach Mall, The Mall at Wellington Green and The Gardens Mall.
According to The Greater Miami Convention and Visitors Bureau, over 555,302 Brazilians visited the South Florida area. An estimated 1.2 million Brazilians visited the US and spent $5.9 billion. Statistics are from 2010 and 2011.
For more information on “O Mercado, the Market at Macy’s,” visit l. The site will go live on May 15.
Some of the more artisan products imported by Macy’s include:
Art da Terra – Through the use of indigenous fiber materials like buri and organic golden grass (capim dourado), found only in Brazil, Art da Terra creates handcrafted costume and fashion jewelry and handbags. The technique of intertwining golden grass, natural fibers and textiles into intricate designs by hand adds distinctive character to Art da Terra’s creations.
Brazilets – Wish ribbon bracelets are a 200-year-old tradition from mystical Bahia, Brazil. Worn throughout Latin America, they have spiritual significance for all who wear them. Wrap your Brazilets bracelet around your wrist and tie three knots, making a wish with each knot. When the ribbons naturally break down and fall off, it is believed that your three wishes will come true.
Ecoarts – An arts and crafts initiative that brings together governmental and non-governmental organizations in Brazil to promote the richness and complexity of Brazilian culture through innovative decorative arts, gifts and artworks, all Ecoarts offerings share the philosophy of recycle, reuse or reduce, the key pillars of sustainability.
Garoto – Garoto has grown to become one of the largest chocolate manufacturers in the southern hemisphere offering more than 100 different premium quality products, including various luscious, wrapped chocolate candies, chocolate bonbons, chocolate bars, ice cream treats, hard candies and chocolate powders.
Isabela Capeto – Known as one of the most talented designers of Brazil’s new generation, Isabela Capeto’s creations are handmade, often recycled, dyed or plisse, with embellishments of vintage fabric trims.
Lanno – The handmade jewelry of the Lanno brand infuses rhythm and color, bringing lightness and volume through the use of natural raw materials.
Marcelo Rosenbaum – The well-known architect and designer from Sao Paulo creates whimsical and graphic tabletop objects that tell stories by referencing personal memories and cultural roots that boost self-esteem.
Maria Oiticica – From Brazilian raw materials to handcrafted jewelry, Maria Oiticica’s pieces are made of natural components, such as seeds and pods gathered from the floor of the Amazon. Her work is defined as “biojewels,” and has direct impact on environmental conservation, as local communities rely on the harvest of fallen fruit seeds.
Natura Ekos – Innovative and unique in leading the charge on bio-diversity, social responsibility and sustainable ingredients from Brazil, Natura Ekos beauty products are developed with a commitment to integrate the person’s total self – physically, emotionally, intellectually and spiritually.
Parceria Carioca – A mix of Brazilian real craftwork from Brazilian co-ops, Parceria curates contemporary designs combined to create light and fun pieces expressed in strong colors and exclusive prints. Designer Flavia Torres creates pieces that are handmade by members of the communities on the outskirts of Rio de Janeiro, where the opportunity to work while learning a craft is making a difference.
Phebo – Phebo, Brazil’s first fragrance and luxury perfume house, was born in Belem (in the Amazon region) during the early 1930’s. The brand has maintained its trendsetter image over the years and is known by generations of Brazilians, with endorsements by famous Brazilian fashion designers. All Phebo products are 100 percent vegetable-based, paraben-free, not tested on animals and produced in the Amazon. The brand’s portfolio includes a large variety of products, including soaps, moisturizers, perfumes, eau de colognes, diffusers, candles, etc.
Pilao – Pilao is the leader in sales of coffee in Brazil offering a full line of products.
Sol de Janeiro – Sol de Janeiro develops highly sensorial sun protection and beauty care products.
