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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.
This story first appeared in the May 10, 2011 issue of WWD. Subscribe Today.
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
SELL OUT: Although the warehouse space on Washington Street was quickly filled by the fashion set on Thursday evening, much of the action had already taken place before the doors opened at Vladimir Restoin Roitfeld’s latest exhibition, showcasing Paris-based artist Nicolas Pol’s new paintings, drawings and sculptures. Every piece had already been sold, at around $60,000 per painting. “I’m not allowed to say who the buyers are,” said Roitfeld. Perhaps the guest list for the event, which included John Demsey, Stacey Bendet and Stefano Tonchi, could provide some direction? “Well…no, I really can’t say anything,” Roitfeld reiterated.
His mother, Carine Roitfeld, also declined to say anything — in general — but was later seen huddled with V magazine’s Stephen Gan. Roitfeld styled the inaugural cover for V, featuring Jude Law, back in 1999, and she recently asked if she could come back to work with the magazine. “My stage is always open to her and she can perform anytime she wants to on it,” Gan proclaimed. “She wants it to be a surprise, but it’s for the September issue. We leave for Europe tomorrow, and we will work with Mario Testino. That’s all I can say.”
— Amy Wicks