Mexican footwear brand Melissa is proof that plastic shoes are not cheap.
Since the brand’s birth in 1979, Melissa revolutionized the concept of footwear when it invented and patented the Melflex technology, which turns a kind of flexible, hypoallergenic and recyclable jelly material into fashionable pairs of shoes.
Melissa further pushed the envelope when it got the nod of the biggest names in the fashion industry for collaborative collections throughout the years. The likes of fashion icons Karl Lagerfeld and Vivienne Westwood, as well as veteran furniture designers and brothers Humberto and Fernando Campana have lent their names and geniuses to make the already unique line of shoes even more distinctive.
This year, Melissa is celebrating 35 years in the shoe business still with its trademark Meflex technology at the forefront. To mark the milestone in the Philippines, the brand staged unveiled its Holiday 2014 collection via a fashion exhibit and runway show at SM Aura Premier in Taguig City.
All new designs from Lagerfeld and Westwood took to the stage including the KL architectural shoes of intertwined lines, and VW floral flats, while their ever-famous ballets and sandals were prominently displayed at the exhibit.
The Campana duo, meanwhile, updated their best-selling Fitas and Papel collections with glittering accents and bolder hues reflecting the festive season. These shoes are now available beginning this month, while Lagerfeld and Westwood’s creations will be in stores in 2015.
The highlight of the runway show was Melissa’s collaboration with Taiwanese-Canadian couturier Jason Wu, who happens to be First Lady Michelle Obama’s favorite designer. His sandals with goddess straps and girly ribbons are sure to be a hit with shoe-a-holics around the world.
Present at the grand event were International Sales analyst of Melissa Brazil Andrea Dolfini, who talked to The Manila Times regarding the brand’s growth in the Philippines.
“In the beginning, it was very difficult to establish our brand because people tend to think that plastic shoes are cheap. But after some time providing the market with high-quality products and working with great designers, they began to understand that they are buying something with value. A similar story is true for most of our other markets around the world.”
Joining Dolfini as special guests were Brazilian Ambassador to the Philippines George Ney de Souza Fernandes and wife MadameCelme Mathias Fernandes, and Vice Consul of Brazil to Philippines Joao Paulo Schittini.