Fiona McCoss dicovers Brazil's best kept secret
Founded initially as a knitwear company, Iodice has gone from strength to strength. The Brazilian design house, created in the 1980s by Valdemar Iodice, is one of the most prestigious in South America, internationally recognised for its “design and quality." Gradually developing from knitwear to denim, Iodice then combined his appreciation for the female form with his signature style, the silhouette.
In 2001, Iodice opened its flagship store on the renowned fashion street of Brazil’s capital. Covering hundreds of square metres the store offers three floors of pure luxury: ready to wear, women’s jeanswear, menswear and an exclusive line. Having conquered both Americas with showrooms in LA and NY, the brand is now to be found in 240 stores worldwide.
Iodice’s most recent collection, his FW10, is another example of the brilliance of the creative director. Incorporating the sophisticated simplicity of tans, whites, blacks and sheers, asymmetric lines, draped fabric and plunging necklines; the dresses encompass the essential idea behind the brand: chic perfection.
Beaded necklaces accompany the garments, sitting heavy and proud on the waif-like models’ necks, which adds boldness to the designs. This season we witness, once again, Iodice’s bias towards the sensuality of the female form as his collection features figure hugging body cons, accentuating the silhouette he so appreciates.
However, it is not only the above-the-knee for which he cares; elegant floor length gowns in tie-dyes, emerald greens, blues and blacks are classically reinvented and restored into staples of FallWinter2010. Ultimately Valdemar’s vibrant addition of the bright greens, pinks and purples gives his FW10 line a fun, carefree vibe; perfect for the carnivalesque atmosphere of Sao Paolo, Brazil and indeed for all of us looking for a touch of spice.