Beautiful Blooms: Melissa S/S 2014 Collection Launch

 

Brazilian shoe brand Melissa launched the Spring/Summer 2014 collection, 'We Are Flowers', at an exclusive event at boCHINche restaurant on November 1. 

The campaign focuses on the uniqueness and femininity of flowers, drawing parallels between flowers and women as the brand highlights they are both romantic, beautiful and bursting with life. 

The collection is separated into four 'moods' - the romantic Hyper Botanic, a quirky line called Techno Kitsch, Urban Bloom, inspired by 90's streetwear, and a technology inspired Flower Lab collection. The launch also showcased key SS14 styles - Melissa Petal, an organic design inspired by the overlapping of flower petals, Melissa Floret, pop colored wedges with a geometric heel, and Melissa Pollen, featuring studs and square cutouts.

The brand invited three of Singapore's biggest artists to create works inspired by the collection, which were on display at the launch. Pamm Hong, renowned art director/DJ, created a video inspired by the Techno Kitsch collection, whereas FleeCircus, famous for working with Anna Sui and MTV, created delightful illustrations inspired by Floral Lab, and Linda Hao used her stylist powers to create a fashion installation based on Hyper Botanic. 

The artworks were displayed at the launch for guests to marvel at while they mingled and got to try on the latest Melissa styles. 

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