Thanks to the J. Sisters from Vitoria, Brazil, New Yorkers discovered the Brazilian bikini wax in 1994. Soon, women all over America went wild for the procedure that leaves nothing more than a “landing strip” down there. Now, another beauty treatment from the birthplace of Gisele is vying to be the next big thing. Mauricio Ribeiro, who hails from São Paulo, is giving frizz buster John Frieda a run for his money. After jumping ship from B2V Salon to Sunset Strip’s Argyle Salon & Spa last year, Ribeiro is launching the Brazilian Blowout, a single-application treatment that harnesses a patent-pending chemical found in spray tanning to smooth out kinky hair. To begin the 90-minute process, hair is washed with anti-residue shampoo. Next, it is sectioned into four parts and treated with the chemical. Finally, it is dried with a flat iron to seal in the solution. Ribeiro tells his customers (professional women ages 20 to 50) that, like a bad boyfriend, the $350 service requires no commitment and only lasts up to eight weeks. “A lot of people try the Japanese [straightening system]. But after you do it for so many times, it can burn your hair,” he says. “I am not actually altering the hair structure, I am just organizing it on a superficial level. The hair loses all the frizz.” In Brazil, women rushed to salons for the nonpermanent smoother. At the Argyle, the only U.S. salon currently offering the service, Ribeiro does about seven blowouts per week. But word is spreading. Already, he has gotten calls from salons in Dubai and Australia inquiring about the treatment. “Brazilian women are into their looks so they try things and discovered this,” he says.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim