Jo De Mer
The Brazilian beachwear line was created by ex-fashion editor Amalia Spinardi. Having worked for years in publishing at teen magazine Capricho and Elle Brazil, Amalia was responsible for discovering several Brazilian beauties and made the first covers for many of the now top models as Gisele Bundchen, Isabeli Fontana, Fernanda Tavares, Raquel Zimerman and Alessandra Ambrosio.
After a period of experience on the internet content market she got pregnant and decided to quit work for a sabbatical year. But for someone who has always enjoyed working and has lots of creative energy, the non-working year turned to be the research period for her coming swimwear line. “I have always been a bikini addict and someone who needs to be in the sun to recompose the energy, so when I was expecting my son I decided I wanted to work on this swim-thing idea”, explains. “And when I had to choose a name for my business I thought of including Joseph on it and named my line after him, because I think he had a lot to do with my new life project, and then JO DE MER was born too”.
The line is inspired by the savoire vivre of women with great style who enjoy the life by the sea. Think about Jackie O in and her children in the island of Skorpios, Brigitte Bardot in Buzios in the 60’s, Jade Jagger vacationing in Ibiza or Gisele getting sun kissed in Rio de Janeiro. “The idea was to create bikinis and one-piece suits for a woman who wants to look beautiful and stylish, but also feel comfortable when she is relaxing in the sun or refreshing in the water”, explains the now designer.
The cut is more generous and comfortable than the typical Brazilian bikini, but it still has a touch of sexiness and is wearable by different kinds of women. Most of the bottoms have a low and straight waistline and the tops come from the basic triangle to the more sophisticated knot on the neckline. With precious details like the rhinestone buckle, the metal hoops, the hanging boogies, the lace finish, the styles are unique and charming and are turning out to be a must have item in the nice girls beach bag. The line also has a range of tunics and kaftans made with vintage fabrics, crochet and embroidered bags and other kinds of beach accessories.
Jo De Mer
MKT MIX Assessoria de Imprensa
55 11 3060-3640