THE THRILL OF BRAZIL
Daslu Is Sao Paulo's
Fashion Mecca For
All Things Posh By Maria Tettmanti
Leave it to the Brazilians, the forefathers of all things
sexy. We have them to thank for the "Brazilian" bikini wax, itsy-bitsy bathing suit bottoms, bombshells a la Gisele Bündchen and bossa nova. But did you know Brazil also happens to be the Next Big Thing? Why? Well, aside from Carnival, Brazil breeds freedom, exoticism and diversity. It smolders with sensuality hotter than the sands of Ipanema. It also happens to be the home to Daslu, Săo Paulo's fashion mecca.
Just don't expect to find travel tchotchkes for the kids back home when stopping by this designer emporium. Daslu dutifully delivers all things decadent and posh. We're talking Chanel , Balenciaga , Dolce & Gabbana , Prada, Gucci , Salvatore Ferragamo and more. Let's put it this way - Daslu is well known for its Argentine customers who regularly fly in on private jets and spend $50,000 without batting an eyelash or breaking the bank.
Founded in 1958 by Lucia Piva de Albuquerque, Daslu is an institution, a provider of necessities to those who want for nothing. Its current owner, Eliana Tranchesi, inherited the store from her socialite mother, Lucia, and has set her sights on expanding the family biz. The store was made up of an entire row of houses that had been joined together to form a group of interconnected salons packed with merchandise, all hidden behind bunker-esque exterior walls. It now resembles a fortress-like department store. Tranchesi maintains the spirit of luxury and glamour by curating the store like a museum, complete with a cadre of attendants in maid's uniforms serving espresso. Unlike, say Barneys, Daslu has no elaborate window displays and the store is encircled by a phalanx of security guards. Only women are allowed beyond the coffee bar, allowing clients to carelessly disrobe in the aisles, since there are no fitting rooms to speak of. Pampered customers are walked through the store and shown the latest looks by a personal aid, aka a "Dasluzete."
Because the store consists of small rooms that once belonged to real homes, the feel here is intimate, but at 11,000 square feet, it is enormous. Rooms are plushly adorned with orchids, fine furniture and book-piled coffee tables. And while part of the space is dedicated to international designers, the larger section is taken up with clothes sold under Daslu's own label: gauzy tops, low-cut jeans, beaded tanks and airy tunics. Pick up any fashion magazine nowadays and you're sure to spot a Daslu item.
But the world of Daslu is not all about fashion. The brand has become a lifestyle. Home to more than just clothes, Daslu is also about decor, sports, wines, jewelry, books and dining. In a hurry? Make an appointment with their private service, which gives you the undivided attention of a fashion consultant. Can't go shopping in person? Then schedule an appointment at your home or office and Daslu can come to you!
So when in Brazil, do as the locals do and pay homage to Daslu. One step inside and you'll realize why Brazilians do everything bigger and better. Whatever you do, just don't leave your Amex card at home.
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