The Alchemy of Inspiramais
More than 900 new materials at Inspiramais, the Brazilian exhibition of design and innovation at São Paulo in the Pro Magno exhibition complex on 17 and 18 July, were the protagonists of the 2019 season, in the spirit of Alchemy.
Designer Walter Rodriguez interprets a Zeitgeist characterised by strong social-political and economic tensions and by dramatic migratory flows, translating it into fashion trends that take the proposals of the Inspiramais collections and divide them up into his legendary pyramid, with its 10+30+60 formula.
At the top, the 10% of innovative and cutting-edge products, ready to make a breakthrough onto the market: this is the reign of Alchemy, challenging and pop, with kitsch and nostalgic inspirations. It is expressed through materials with a glossy and bright surface, patent leathers, plastics, resins, metallic finishes, and holograms; hyper-decorations including beads, crystals, and fringes; colour blocks and innovative 3D jacquard; in multifunctional and technological high-tech materials.
In the mid-range of 30%, we find strategic materials: we are in the reign of Resistance, where for every action there is a reaction, where the identity that is denied because of intolerance reacts by exalting artisanal tradition and folklore aspects, while searching for an escape route towards more optimistic scenarios. Thus, there are traditional elements with an abundance of neo-baroque styled details: embroideries, fringes, sequins, studs, animalier prints, research on new volumes, and colour blocks.
At the base is that 60%, which represents the mass market, with a focus on Lightness, an imagery that reveals itself through its quest for comfort and practicality, with elegant lines and soft shapes, transparencies and miniaturized designs, overlappings of materials and delicate colours, and bubbles and polka dots that seem to float.