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At 15, the real jelly shoe is still pushing style boundaries |

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At 15, the real jelly shoe is still pushing style boundaries

CULTURE VULTURE - Therese Jamora-Garceau - The Philippine Star
At 15, the real jelly shoe is still pushing style boundaries
The real jelly shoe turns 15: A new iteration of Melissa’s first icon, the Aranha sandal and So jelly: The Melissa Real Jelly Kim is a key style this season.

Melissa, the OG jelly shoe born in Brazil in 1979, turns 15 this year, and the candy-scented vegan shoe (it’s made of 100% recyclable PVC) is still pushing style boundaries.

“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,” said Melissa International export manager Tassiana Geisel. “We already had a few stores at that time, but they were the first ones to open up a Melissa store in Asia.”
“We also are in more than 18 countries and more than 3,000 points of sale abroad,” added Melissa International Southeast and Oceania trader Muriel Zilio Santarossa.  “Beyond that we have more than 400 stores in Brazil, so you can find Melissa everywhere.”

‘The real jelly, the real you’

Melissa’s 15th-anniversary campaign is “The Real Jelly, The Real You,” and many styles in the collection sport a heart-shaped heel, symbolizing the love felt by both Melissa and its loyal customers, of which I am one.  Firstly, Melissa is fashion-forward, collaborating with top designers and brands, from Jean Paul Gaultier, Thierry Mugler, the Campana Brothers, Zaha Hadid, Karl Lagerfeld and Vivienne Westwood to Jason Wu, Jeremy Scott, Comme des Garçons, Fila, Marine Serre, Opening Ceremony, Viktor&Rolf, and most recently, Y/Project. Their shoes are also comfy and waterproof — perfect for walking on our rainy streets.

Recently, Melissa released the second drop of The Real Jelly, and key styles are the Real Jelly Kim and Paris, slippers and sandals with the aforementioned heart heels and soles.

Unique shoe and bag styles include the Melissa Moon Bag, Melissa Flox Bubble, Melissa Airbubble Slide, and Mini Melissa The Real Jelly Paris.

Pushing the boundaries even further, Melissa is continuing with its fifth capsule collaboration with Amsterdam-based, avant-garde fashion label Viktor&Rolf.  Four new designs feature edgy and show-stopping details: the Melissa Party Heel Tie, the Melissa Mar Sandal Tie, and 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.
In December will come more exciting releases: the Melissa Glowing Slide and Y/Project.  “If you’re looking for an avant-garde Paris-label collab, Y/Project is actually a Paris label, so it comes in matte and glittering colors for holiday,” teases Joy Dauz, Tykes Trading marketing manager. “Melissa fans from 15 years ago, you will experience now that Melissa is really lighter. We’ve made it lighter, more comfortable for you.”

* * *

As an anniversary treat, Melissa will gift 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, and in Melissa Stores and partner stores nationwide. For more information, follow @MelissaPhilippines on Instagram and Facebook.

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