Daslu's Cheap And Chic Generation

The heirs of Daslu's owner, Eliana Tranchesi, and the daughter of Daslu's director, Donata Meirelles, recently launched 284, a fast fashion brand that is becoming the buzz of the rich (and not so rich) kids of Brazil. Directed by Marcella, Luciana and Bernardinho Tranchesi along with Helena Bordon, 284's debut took place during Claro Rio Summer, and counted guests such as Valentino in the audience and model Alice Dellal on the runway.

The brand from São Paulo presented an unpretentious style that felt like Brazil's answer to Top Shop. T-shirts with political sentences such as "Obama Rocks" and "War is Over" matched with urban styles such as fitted and loose jeans, cute mini dresses and polo shirts in electric colors. Colorful, '80s-style sunglasses underlined the youthful and uncomplicated essence of the brand, which promises to heat up the awakening cheap and chic market in Brazil.

Just as Top Shop has Kate Moss to complete its fast-fashion-meets-celebrity formula, 284 has Naomi Campbell. The model designed a special line titled Naomi 284. According to Campbell, the inspiration comes from own her own closet and fits all her moods—from black-and-white casual ensembles and understated gladiator sandals to party glamour style including fringed dresses and golden accessories.

—Flavia Mendonça