fashion-memopad
fashion-memopad

Memo Pad: Iguatemi's Brazilian Beat... Roitfeld Show Sells Out...

Iguatemi, an upscale mall developer in Brazil, has hired Annie Leibovitz to photograph an ad campaign featuring well-known Brazilians.

BRAZILIAN BEAT: Iguatemi knows how to throw a party. Or stage one, at least. To mark its 45th anniversary, the Brazilian upscale mall developer and operator hired Annie Leibovitz to photograph an ad campaign featuring well-known Brazilians. The photos feature a group of revelers assembled around Bebel Gilberto, who’s singing bossa nova after hours. Model Isabeli Fontana has her arms around chef Alex Atala. Artist Vik Muniz is with his girlfriend, Malu Barreto. Georgina Brandolini looks thoughtful near her sister Bianca, who’s sitting on the floor. Model Luciana Curtis is hanging on fashion kingpin Paulo Borges, and jewelry designer Luigi Tadini seems to be talking to someone outside the frame. Giovanni Biacno was the creative director of the campaign. “Music is a very important part of Brazilian culture,” said Carlos Jereissati Filho, president of Iguatemi Shopping Centers. “We wanted to show that kind of spirit. We chose Bebel, who is very relevant to Brazilian music.”

The campaign will make its debut in the International Herald Tribune and the New York Times’ T Magazine, along with fashion titles in the U.S., U.K., France, Italy and Brazil. An Iguatemi shopping center recently opened in Alphaville, a wealthy suburb of São Paulo, and JK will bow in São Paulo at the end of the year. Jereissati Filho said Iguatemi plans to open four new malls in the next three years.

In honor of its birthday, Iguatemi also commissioned a special issue of Visionaire, the Iguatemi Visionaire edition, which will involve Brazilian designers the Campana Brothers.

— Sharon Edelson

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