>THE IODICE Spring/Summer 2010 Collection

11 Oct

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TEXT, VIVIAN G. KELLY
Images of the collection & Valdemir Iodice, Richard Spiegel

WHEN & WHERE
Day 1 – Wed. Sept. 9th, 1:00
The penthouse roof garden of Morgan’s Hotel, Madison Avenue

IODICE: WHAT’S IN A NAME?
The name was the first thing we asked designer VALDEMIR IODICE about when we sat down with him in the charming rooftop garden where the models were posing for photographers.

The name is a family name and VALDEMAR IODICE is ½ Brazilian and ½ Portuguese. He opened the business when he was 16 years old, 40 years ago. These days, he’s a big star at Sao Paolo Fashion Week who’d coming to make his way to New York.

DESIGN AESTHETIC
Said Valdemir, who alternated between sitting at the table and springing up to point out a detail on one of his garments, “I have a design aesthetic that is feminine, like the jet set, who lives in a Metropolis like Sao Paolo, Tokyo and Paris. What changes [from season to season] are the textiles, borders, the details and the colors. There is always a theme, an inspiration. This year it is PEARLS and the serpents that live in the sea. The fabrics are leather, chamois leather, silk, satin, and georgette. The accessories are pearl with flowers and metals. The colors are also of the sea, navy blue, and coral.”
Valdemar also designs the shoes, which are suede with an alligator back.
For evening there’s a killer silk matte jersey draped long gown that Halston himself could have designed. The piece de resistance is a pearl encrusted cocktail sheath dress with abalone shell sequins for $5,000 that took 8 days to bead.
If Valdemar continues to show in New York, Iodice is a line that we predict will be getting a lot more play in the USA.

Iodice is available at www.saksfifthavenue.com

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