Thursday, June 23, 2011

CLIP OF THE DAY: Future Classics

Let's talk FASHION: George Henri's son - (Brazil's fashion icon in the 80's): Maxime Perelmuter grew up with an eye for detail, an apreciation for classic cuts and a talent for contemporary design. With a unique sense of style, he started his onwn label in 1999 after realizing the need for men to find a brand that would reflect their lifestlye on the turn of the new century. British Colony started as men's wear only but despite his instant popularity with the male public, all the pretty Cariocas and the most hip girls in town would also be spoted visiting his shop. It didn't take long then for Maxime to dedicade 50% of his designs to women too. His very first shop opened in 2000 soon after winning the "New Talent" award at Rio de Janeiro's 7th edition of Fashion Week. After that he became Rio's favorite fashion boy and in 2003 Maxime entered Latin America's most important show: SPFW Sao Paulo Fashion Week. Today British Colony can be found in Brazil and across the Globe from Athens, L.A., New York to Tokio. I've got my eye on this painted blue, black and white blazer: an impressive combination; Chic, trendy, hip and pratical, you can wear it with shorts, a pair of jeans or throw it over any summer black dress.

Let's talk CONNECT: all talent aside, Max is also an adorable man, fun, super cool and the "other half" of one of my favorite girls on the planet, my childhood friend Maria Eduarda Ballesteros. Last season I was fortunate enough to be in Brazil and take a pick at his collection as well as attend the afterparty at Rio's hotspot Londra, at the Fasano Hotel invited by my friend, the also talented BC marketing director and "it boy"  Rodrigo Peirao who could be found at the DJ booth. This year work got the best of me so I was in NYC, although my sister Sara made sure to bbm me her share of excitment from the first row. Counting the weks until my next stop in Rio so I can to stock up on my favorite BC v-neck t-shirts too!


  1. UAAAUU, love this brand Ines! Where can I find it in NYC?

  2. Very cool design

  3. que girooo amei o clip! Sara para a proxima leva a tua little sis ;)