Melissa is a pioneering Brazilian shoe brand. The brand sees the world through the kaleidoscope of arts + design and has redefined fashion by being one of the first brands in the world to create collaborative collections. But that’s not enough in our time. Aware of the cultural and artistic fragmentation we experience in our era, the brand needed to take a step further to truly connect with São Paulo’s creative communities.
Melissa Meio-Fio connected 50 pioneering artists who come from different social and cultural realities to unravel what it is like to be a contemporary creator in a huge Brazilian metropolis. Meio-Fio, in Portuguese, is the name given for the curb in a street, but the literal translation would be "half wire". The project is about the invisible wires in the city that connect different people, neighborhoods, cultures, struggles, and contexts.
As the platform features these connections and what’s relevant in the city’s cultural zeitgeist, it supports creators to make artistic works and exhibit it in art spaces that were previously inaccessible for them. The project promoted a series of exchanges, fashion shows, videoclips, exhibitions, and performances that were created through the intersection of the artists in the network. Melissa took part in the conversation that mobilized the new generation acting as the link that connects those who are influencing the cultural directions of Brazil.