Découvrez l'incroyable histoire de la marque Melissa : de ses débuts modestes à sa renommée mondiale

Discover the incredible story of the Melissa brand: from humble beginnings to global fame

Posted by Marketing Melissa on

Melissa, the Brazilian shoe brand, has conquered the world with its original models and its commitment to sustainable development. Founded in 1979 by brothers Pedro and Alexandre Grendene, the brand has grown exponentially over the years, offering plastic shoes with innovative designs and forging partnerships with renowned designers such as Vivienne Westwood, Jason Wu or Karl Lagerfeld again. The two Grendene brothers had noticed that most plastic shoes on the market were poorly designed, unsightly and uncomfortable. This is how they decided to create their own brand of plastic shoes, Melissa.

The brand name was inspired by French singer Julien Clerc's song "Melissa", which was popular in Brazil at the time. Their initial goal was to create quality plastic shoes that were comfortable, water resistant and had an attractive design.

Melissa enjoyed rapid success, offering original and colorful plastic shoes that appealed to Brazilian consumers. Their first models were flat sandals and ballet flats, which were quickly followed by boots, pumps and sneakers. Thanks to their innovation and creativity, the designers have succeeded in transforming a material often considered cheap into an object of desire.

The first products of the Melissa brand

The first products of the Melissa brand were plastic sandals and ballet flats, which were launched in 1979. The shoes were made with an innovative plastic injection molding technology, which allowed for complex shapes and precise details. . The sandals were flat, with a non-slip sole and a T-shaped strap, while the ballerinas had a small heel and a decorative bow on the toe.

These first models were a great success with Brazilian consumers, who were won over by their originality, lightness and comfort. Plastic shoes were also more durable than leather shoes, making them perfect for rainy days or outdoor activities. The Melissa brand has also launched models for children, which have been a hit with parents looking for durable and easy to clean shoes for their children.

Over the years, Melissa has diversified its product range by offering boots , pumps , sneakers and high-heeled sandals , always with an innovative and colorful design. In 1983, Melissa also launched a line of men's shoes.

Melissa's Evolution

Over the years, Melissa has undergone significant evolution in terms of products, design and geographic expansion. The brand continued to innovate by launching new models of women's shoes, which were widely adopted by consumers.

Starting in the 1980s, Melissa began collaborating with internationally renowned designers, such as Vivienne Westwood and Jean-Paul Gaultier, to create original and innovative shoe collections. These collaborations have allowed the brand to make itself known abroad and to expand its presence in the European and American markets.

In the early 2000s, Melissa continued to expand, launching lines of children's shoes, bags and accessories. The brand has also introduced new manufacturing technologies, such as 3D printing, to create even more original and personalized shoes.

In 2008, Melissa opened her first concept store in São Paulo, offering customers an immersive experience in the brand's universe. This boutique was followed by the opening of several other boutiques across Brazil and abroad, notably in New York, London, Milan and Hong Kong.

Over time, Melissa has become an iconic fashion brand known for its original designs, high quality collaborations and commitment to sustainability and the environment. In 2019, the brand launched an initiative called "Melissa Plastic Lover", aimed at promoting sustainability and educating consumers about the importance of recycling plastic materials.

Melissa's renowned collaborations

Since its creation, Melissa has always sought to collaborate with designers, artists and fashion brands to create original and innovative shoe collections. Over the years, the brand has established collaborations with many internationally renowned designers, such as Vivienne Westwood, Jean-Paul Gaultier, Karl Lagerfeld, Jeremy Scott, Jason Wu, and many others.

These collaborations have allowed Melissa to become known abroad and to become an iconic fashion brand. The Melissa x Vivienne Westwood collections, for example, were first launched in 2008 and have been a hit with fashion fans around the world. The shoes were adorned with removable attachments in the shape of hearts, bows, or wings, designed by Westwood herself.

In addition to collaborations with fashion designers, Melissa has also established partnerships with non-governmental organizations and social projects. In 2019, the brand launched an initiative called "Melissa Plastic Lover", which aimed to promote sustainability and educate consumers about the importance of recycling plastic materials. This initiative was carried out in partnership with the ecological NGO WWF and made it possible to collect more than 500 tons of recycled plastic.

In 2020, Melissa also launched a collaboration with the Campana Foundation, created by famous Brazilian designers Fernando and Humberto Campana. This collaboration has resulted in a shoe collection inspired by the artwork of the Campana brothers, who are known for their creative use of recycled and salvaged materials.

Melissa's Greatest Hits

Melissa has enjoyed many successes over the years, making her a benchmark in the fashion and footwear industry. To highlight these highlights, it is important to highlight the awards won, moments of public recognition, milestones, etc.

The Brazilian brand has won numerous awards for its work in designing sustainable and innovative footwear. For example, in 2019, she won the "Sustainable Brand of the Year" award at the Drapers Awards, a prestigious ceremony that recognizes the best fashion brands in the United Kingdom.

In addition, the brand has experienced moments of significant public recognition. In 2018, the Melissa Be Flocada shoe was selected by the famous museum of contemporary art in New York, MoMA, to become part of its permanent collection. This is an important recognition for the brand which thus sees its work being considered as art.

The brand has also held some notable events over the years. For example, in 2019 Melissa launched her capsule collection with British artist Tracy Emin, which was celebrated at a launch party in London with celebrities and fashion influencers in attendance. This collaboration has allowed the brand to stand out and draw attention to its commitment to creativity and innovation.

The Melissa brand today

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Today, the Melissa brand continues to position itself as a reference in the world of plastic footwear.

Multi-award winning for her design and innovation, Melissa has also succeeded in expanding her global presence. The brand is now available in more than 80 countries around the world, thanks to a solid and expanding distribution network.

In terms of future plans, Melissa continues to focus on innovation and sustainability. It continues its commitment to collaborations with renowned designers, working with new talents to offer ever more innovative collections.

The brand has also strengthened its online presence, offering an immersive online shopping experience for its customers. It has launched user-friendly e-commerce platforms in several countries around the world with the help of European, Asian, American distributors, etc. offering customization features and simplified online shopping.

Melissa is well positioned to maintain its leadership position in the plastic footwear industry and expand its global presence.

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