SOCIAL INTELLIGENCE

Melissa Arrives In Soho

February 9, 2012

“Plastic fantastic” was the theme at Melissa’s Soho flagship store opening last night, where the Brazilian shoe label fêted its arrival stateside, drawing the likes of Marc Jacobs, Lorenzo Martone, and Alessandra Ambrosio. Dubbed Galeria Melissa, the Greene Street shop opened its doors with a riot of acid tones thanks to the São Paulo-based label’s spring collection and psychedelic multimedia installations by art collective Assume Vivid Astro Focus (AVAF). “They wanted a color explosion, which is basically what I do,” said AVAF founder and Brazilian artist Eli Sudbrack, whose latest project was conceiving Gaga’s Workshop at Barneys. Referring to the jelly sandals, he said, “They’re like performance art that people can wear on the street.” Party guest Ryan McNamara openly coveted the warriorlike styles from Gareth Pugh, exclaiming, “I just did a piece that was all about Greek gladiators—I wish I had these!”

Recently re-energized by collaborations with Vivienne Westwood, Jean Paul Gaultier, and Jason Wu, the 40-year-old purveyor of candy-colored togs could be considered the ne plus ultra in plastic footwear, forgoing animal leathers for sustainable synthetics. “I love the idea of a plastic shoe,” said Wu, who dashed to the fête between fittings. “It’s not only pretty to look at, it’s extremely functional when it rains.”

The unlikeliest fan? Perennially glamorous Dita Von Teese, who arrived in a floor-grazing lace number that nearly hid her Vivienne Westwood for Melissa round-toe pumps. “I was in Brazil doing a show and discovered this beautiful store with all these amazing shoes,” Von Teese told Style.com, naming the ballet slippers as favorites. (”They’re really comfortable!”) If it’s hard to imagine the burlesque beauty traipsing about in rubber flats, she admitted to donning them only in the afternoon. As the queen of cabaret put it, “I wear them when I know I’ll be dancing a lot.”

—Nicole Berrie

Photo: Billy Farrell/BFAnyc.com

tags: Alessandra Ambrosio, Assume Vivid Astro Focus (AVAF), Dita Von Teese, Eli Sudbrack, Galeria Melissa, Gareth Pugh, Jason Wu, Lorenzo Martone, Marc Jacobs