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Joyful enchants international press

In this Wednesday, 24, international and national press participates of a brunch on store of the sustainable brand Joyful. Adilson Filipaki, director of development of the brand receives the visitors and explains his proposal, which is to create sophisticated, contemporaneous and urban clothes in a process totally sustainable.

Besides the beauty pieces signed by the stylist Carollina de França, all structure of the store was made by environmental materials, developed to promote the sustainability. It is the case of illumination Solatube, which is a kind of natural system that catches solar light and transfers it to inside of space. The luster is made from reusable wood, created by the plastic artist from Curitiba Yara Martins. They are also the proof that beauty and sustainability it is a great combination.

The participators were enchanted because decor and also pieces, flown and delicate shirts, dresses, smocks, t-shirts, and pants, which in multiple colors seduce the eyes. The perfect fit pays attention of the reporter from Argentina, Monica Felix of Moda Y Estilo TV program. She tried some models of clothes to show the looks in her TV program, which is aired in all Latin America.

The Argentine Maria Gabriela Fortunato, from Collections TV, also enchanted with the necklace made of seed, produced by community of Amazonia. She did not resist and bought it. Besides clothes made of Tencel, or organic cotton, and dyeing and smoothing process sustainable made of pigments and substances naturals, the store also sales bijouterie of plastic artist Yara Martins, made from demolition wood, and of designer Rodrigo Alarcón, made of pearl produced in fresh-water, and other partnerships.

On the event was presence too, the stylist Mary Arantes (Mary Design) converser of the Fashion Cycle’s Update. She was the responsible for two creation workshops, and one conversation about sensibility, beauty and nature during the week of IV Paraná Business Collection. Mary admired the pieces, and the decor. She said that the store has a concept that she admires. “It has some similarities with my way of thinking, such as do not aggress the nature, as well look for beauty and sensibility on it”, says.

The journalist Priscilla Cabral, from Hype Magazine, Thaís Gonçalves Cunha, from Finíssimo site, and Maria Rita Fava, from the site IG Moda, rested on the sofa made of organic cotton, and demolition wood. The work of art on walls were created by social entities, such as EVA Maria group that made mandalas, and BORACEA, from São Paulo, who uses materials collected by poor people.

The curtains of straw silk also were observed by the Colombian journalist Ana Maria Chica Agudelo, from El Colombiano journal. She fells curiosity about the handcraft work of the Casulo Feliz, from Maringá.

The 2010 Winter collection is inspired on bicycle, theme connected to sustainability, because it is a kind of transport, which does not pollute and it is good to health. The fashion show of the brand will happen on February 25th, Thursday, and promises to surprise with participation of cyclists on stairwell of entrance of Fashion Show Room, on Cietep.

The store of Joyful it is localized on 1980, Padre Germano Mayer Street, Hugo Lange, phone (41) 3062 8785, more information on site www.joyfulsustentavel.com.br.

(photos: Diego Pisante)

Maria Cecília Fortunato, from Collections TV interview Adilson Filipaki, director of development of Joyful

The European correspondent, José Cunha Neto, from Angel News, and the stylist of Joyful Carollina de França.

Adilson Filipaki, director of development of Joyful, and Carollina de França, stylist of Joyful.

Inner store.