Ronaldo Fraga

R. Aspicuelta, 259

Vila Madalena

11-3816-2182

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Highly referential collection from the people’s designer is Brazilian to the nth degree. Sao Paulo Fashion Week fave for reducing mag editors and celebrities to tears, Fraga’s billowy dresses and generously cut tops and bottoms follow a heart-tugging story season after season, exploring memories about the old-school sewing shop many Brazilians grew up visiting with their mothers to the plight of the Sao Francisco river. Bright, spacious store embodies poetic feel of clothes, with framed tchotkes throughout embodying the feel of a well-lived-in home. Oohs and ahhs come from children’s clothing nook on a sub-level floor in the back.