We go below the surface of Sao Paulo’s fashion scene with the brands’ creator…

In a city known for its vibrant culture and deep-rooted social complexities, Jalaconda transcends conventional fashion norms. Founded in 2020 and based in São Paulo, visionary designer Jala uses unconventional materials like latex, steel, and natural Brazilian stones, to craft pieces that challenge traditional notions of the role of the body in art and fashion. It’s a multidisciplinary artistic project that is as much about art and politics, as fashion.

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Jalaconda Hyfae chainmail bra and thong — Jala’s mission is deeply rooted in the social and political realities of Brazil, a country with a rich yet tumultuous history. They produce designs infused with a profound awareness of the complexities of Brazilian identity; exploring themes such as the sexualization of the body, the nuances of beauty, and the struggle for diversity in a post-colonial context. For Jala, the act of creation is an intense and obsessive process that reflects both personal passions, like anime and video games, and the broader societal issues that define life in the global south.

Jalaconda’s pieces are not just garments; they are statements. Their A/W 2023 collection was presented at Mamba Negra, one of the most important and subversive techno parties of Latin America. Aside from the garments, what stood out to us about the show was its styling; eyebrow extensions and bald caps, created an alien aesthetic that was emphasised by an extremely diverse cast of models. A favourite creation of theirs is a gold and light green aluminium dress from this show. This piece, like much of Jalaconda’s work, blurs the line between what is considered beautiful and what is seen as shameful - a theme that resonates deeply in Brazil, where cultural norms around beauty and body image are constantly in flux.

Brazil, and São Paulo in particular, is a place where club culture is more than just nightlife - it's a form of resistance and expression. In a country facing significant social and economic challenges, the club scene offers a vital outlet for creativity and community. This is epitomised in events like Carnaval (carnival), which, contrary to the popular image of a mere costume parade, is a massive, city-wide celebration that brings together millions of people in joyous defiance of the hardships of daily life.

Image; Zadie wearing **Ring Top Bralette** in red and the **Game Choker**. Photographed by Tobias Kruse

For Jala, club culture is deeply intertwined with personal identity and artistic expression. Their signature party look - a blend of heavy white and silver makeup with full latex or metal outfits - reflects the bold, colourful spirit of Brazilian nightlife. At these parties, individuality and community go hand in hand, creating spaces where people can explore and express their true selves.

Image: Jalaconda Autumn / Winter Collection 2023

Jalaconda king choker and accessory — Image; Model wearing the King Choker

**How did the brand start?**
At the end of 2020 stylist and friend Victor Borges asked me to design a latex costume for a music video starring Chameleo and Pabllo Vittar. I had learned how to sew when I was 12 and worked with brands since, but I actually went to Arts College not Fashion. The invite came because I did latex sculptures at that time, but it was my first time doing a latex garment. Since there is no industrial latex in Brazil I had to create the fabric from the liquid product and it was a real challenge, but it was the push I needed to open my own business! A month later I was featured in Pablo’s album cover for 101 Deluxe and things just kept growing since then.

If your brand had a soundtrack, what would it be?

Oh gosh, this is almost impossible to define! We listen to DJ sets all the time at the atelier and I wouldn’t be able to pick one but our runway soundtrack was made by this genius DJ called EPX (Pininga) that mixes the most unexpected sounds together, so I’d say this is my goal, bringing beautifully together disturbing sounds.

What’s your signature party look?

Oh I am a clown queer! I used to perform at parties with my best friend so I love heavy white and silver makeup and full latex or metal clothes from my own brand. So quite different from the usual all black outfit… Brazilian parties are a lot about community and sexuality so we are very proud colorful ‘piranhas’ around here.

Jalaconda designing an outfit for a horse for pablo Vittar and Gloria Grooves music video — **What’s the weirdest thing you’ve created?**
Probably the most unusual thing we did was dressing a horse! We’ve made a metal, leather and hair garment for Bolinha (the dearest horse) for Pabllo Vittar and Gloria Groove' s music video “A Meia Noite” upon the art director Nidia Aranha 's request.

Image: Special production for the music video ‘AMEIANOITE’ includling ornamentation of the horse, headpiece of the rider and customisation of the crossbow.

Tell us a favourite memory from a party you’ve been to?

Once me and my performance partner Juan dressed up as targets with a ridiculous hula hoop costume and our whole body painted in red. The party was at an open square and we brought around 200 balloons filled with water. We loved games so the idea was to let people throw them at us and create a tension between spectators and performers. It ended up with us with some bruises, the floor completely red looking like a bloodshed and everybody having a lot of fun.

What does club-culture mean to you?

Parties are a very strong trace of Sao Paulo’s culture. Honestly we face so many social-economical difficulties in this country that I don't think the youth could make it without some place to live the fantasy, and it has become an essential part of who we are. You can take Carnaval as the best example. It has all kinds of music in sound cars around the cities, including techno, that can gather up to a million people in one avenue at a time. It stops the country completely just to dance for at least 4 days a year.