Real sustainability for edgy jelly shoe brand

PHOTOGRAPHS COURTESY OF MELISSA PH FROM (L-R): Janeena Chan, Melissa Philippines director Joanna Co-Fong, Melissa Philippines managing director Vanessa Chua-Sy, Melissa International Stores retail lead Marcelo Veles, His Excellency Ambassador Antonio José Maria de Souza e Silva of Brazil, Vice-Consul Renata Angelica Rossi, Melissa International Southeast and Oceania Trader Muriel Zilio Santarossa, Melissa Philippines managing director Vida Chua-Co, and Melissa Philippines marketing manager Joy Cortez-Dauz.

Whimsical, fun, and stylish. You know you’re inside a Melissa store when you’re surrounded by the familiar candy-like scent and colorful jelly shoes that are designed to be timeless.
Since its birth in 1979 in Brazil, the brand has garnered followers throughout the globe and has collaborated with top designers such as Jean Paul Gaultier, Thierry Mugler, Campana Brothers, Zaha Hadid, Karl Lagerfeld, Vivienne Westwood, Jason Wu, Jeremy Scott, Comme des Garçons, FILA, Marine Serre, Opening Ceremony, Viktor&Rolf, and most recently Y/PROJECT which is also part of the Fall-Winter 2022 releases. Indeed, the iconic jelly brand has come a long way since its first pair of Aranha sandals.

Synonymous with youth culture and coming of age, Melissa celebrates its 15th year in the Philippines.

“Fifteen years ago, we started an amazing story about Melissa and Tykes Trading Inc. by forming a collaboration that triggered the younger versions of us at that time to start believing in the dream of putting up our strategy of mono-brand stores. Today, our Melissa stores are growing around the world,” said Melissa International Export Manager, Tassiana Geisel. “(The Tykes company) was the first one to believe about this project, this strategy to bring the brand across oceans. We already have a few stores at that time, but they were the first ones to open up a Melissa store in Asia.”

A purveyor in the jelly accessory category, Melissa continues to disrupt the footwear industry through its continued technological refinements and commitment towards sustainability through introducing recyclable plastic and recycling initiatives. All Melissa products are vegan, produced with 100 percent recyclable PVC, and include up to 30 percent recycled material in their composition.
Recently, Melissa released the second drop of The Real Jelly. In line with the journey of the youth towards being true to themselves and embracing their identity, the collection communicates the message “The Real Jelly, The Real You.” After all, who are you when no one is looking?

This Real Jelly Collection features unique shoe and bag styles including Melissa Moon Bag, Melissa Flox Bubble, Melissa The Real Jelly Kim, Melissa Airbubble Slide, Melissa The Real Jelly Paris, and Mini Melissa The Real Jelly Paris. Exuding irreverence as well as the playful spirit of Melissa, the new offering dawns sleek lines, a colorful palette, and that timeless and nostalgic jelly feel that is so original and 100 percent Melissa.

Pushing the boundaries even further, Melissa is continuing on with its fifth capsule collaboration with Amsterdam-based avant-garde fashion label Viktor&Rolf. Melissa’s following will be able to get their hands on four new designs — the edgy and show-stopping details of the Melissa Party Heel Tie, the classy Melissa Mar Sandal Tie, the comfortable but stylish Melissa Beach Slide Next Gen Knot, and the head-turning Melissa + Viktor & Rolf Bag. Each design comes in five colorways: Orange, brown, pink, white, and black.

As an anniversary treat, Melissa will be gifting their customers with a holiday promo: get a free Melissa Jelly Tote Bag for every P6,000 single-receipt purchase.
The Melissa, The Real Jelly Collection, and newest releases are available online at www.melissaphilippines.com, and in Melissa Stores and partner stores nationwide. For more information, follow @MelissaPhilippines on Instagram and Facebook.

 


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