Photos: Sapo Alado Project - Paula Veloso, founder of the brand, with boxes of Cafellow Cafellow is an emerging brand in the Brazilian coffee scene, continually pushing forward with innovative and captivating solutions. Founded by Paula Veloso , Cafellow is more than just a coffee brand—it's a complete experience that fuses family tradition with a modern and creative vision. As the inheritor of a family that has cultivated coffee for over 50 years, Paula leveraged the legacy passed down by her grandfather and previous generations to create truly unique, novel products. Paula Veloso’s journey is truly unique. Raised in the world of coffee, she developed her passion through years of study and hands-on experience. Even as a teenager, Paula knew she wanted to work in international trade and connect her family’s coffee to global markets. At a young age, she represented her family in New York, building connections with importers and participating in international exhibitions. However, when the pandemic disrupted exports, Paula sought new experiences and spent four years working in the financial markets in both Brazil and the United States, broadening her entrepreneurial perspective. This blend of international and financial expertise ultimately fueled the creation of Cafellow. During her years working in offices, Paula noticed the lack of practical, delicious coffee options for those with active lifestyles. This inspired her to develop an alternative that could offer both quality and convenience: coffee in sachets. Convenient, quick, and sustainable, Cafellow’s corn-fiber sachets make it easy to brew high-quality, pour-over coffee without extra equipment—an innovative solution perfectly suited to the fast-paced lives of today’s consumers. Cafellow stands out with its colorful, nostalgic aesthetic, and its coffee breaks away from traditional norms. By combining unexpected ingredients and bold flavors, the brand steps outside the realms of espresso and bitter coffee, offering a medium roast that preserves the coffee’s natural sweetness and acidity. Cafellow aims to create an image that blends creativity and fun, positioning itself as a touch of magic and energy in its customers' daily lives. Consumer education has been a priority for Cafellow, especially given that it's a new product in the Brazilian market. The brand uses its packaging, social media, and website to explain the ideal preparation method for its coffee sachets, ensuring an unmatched flavor experience. To attract a younger audience, Cafellow introduced the “fellows” —charming mascots symbolizing creativity, determination, and sensuality, all key qualities of the Cafellow brand. Initially focused on the Brazilian market, Paula has watched the brand’s growth and plans to expand its product line with exciting new offerings and collaborations. Cafellow's future promises further innovations, unexpected flavors, and experiences that celebrate the legacy of Brazilian coffee, now reimagined for a new generation. Check out this exclusive interview with the brand's founder, Paula Veloso: 1. You come from a family with a legacy of over 50 years in coffee cultivation. What was it like growing up with this heritage, and what inspired you to create your own brand, Cafellow, focused on the Brazilian market? "Coffee cultivation has always been a big part of my life. I was born in Belo Horizonte but lived on the farm until I was three years old. During harvest season, my favorite thing was playing on the drying patio where the coffee would dry—definitely some of my best childhood memories! I’ve always been passionate about coffee. I was constantly interested and sought to learn from my grandfather. Even before college, I decided to take courses to deepen my technical knowledge. Since early in high school, I knew I wanted to go into foreign trade to work in coffee exports. At that time, most high-quality coffee was exported, and what we consumed in Brazil was ‘the leftovers.’ That was in 2017, but today, the scene has changed significantly, and specialty coffee culture is becoming more popular. After gaining experience in coffee exports and the financial market, I became certain that coffee was my passion. I also felt a strong ambition to be an entrepreneur and create something of my own, where I could fully explore my creativity. (Those two experiences were very institutional and structured, and I missed working on something innovative, outside the box, and fun.) That’s when I decided to create Cafellow, to bring my family’s coffee to the Brazilian market!" 2. Your journey is marked by experiences in the financial market, both in Brazil and New York, before founding Cafellow. How did these experiences influence your entrepreneurial vision and the construction of the brand? These two experiences were essential for the birth of Cafellow. Working in a bank for four years made me realize how difficult it is to find good coffee in offices (both in the U.S. and Brazil). The coffee served from office machines is always terrible and of poor quality. They usually have espresso machines too, but personally, I don’t like the taste of espresso—it’s too strong and bitter—and I noticed that many of my coworkers felt the same way; they only drank it for convenience. That’s when I started to question why there wasn’t an easy way to enjoy a good cup of coffee. I began to research and discovered the method of using sachets made from corn fiber, which is the perfect solution for making “filtered” coffee that is both extremely practical and flavorful. Living in the United States for five years helped me realize how traditional and conservative the coffee market in Brazil is, while there are many young, fun, and innovative brands that resonate with younger generations. When I was in college in New York, all my classmates had their favorite coffee brands, and I noticed this gap in the Brazilian market. Even as a coffee lover myself, I didn’t have a strong attachment to any brand. That’s why I decided to create a brand with a fun and nostalgic communication style, one that deserves to be a part of your daily routine and aims to be the favorite among young coffee enthusiasts! --- 3. Cafellow stands out by bringing innovation to traditional coffee, with unique flavors, a vibrant visual identity, and a nostalgic approach. How did you develop this unique identity for the brand? Brazil is the largest coffee-producing country in the world, and consequently, the coffee market is also very saturated. Cafellow emerged from a strong desire to differentiate itself through creativity, originality, and innovation! That’s why we chose a colorful visual identity, combining powerful ingredients with coffee and completely unique and surprising flavors. Our communication is nostalgic because we want to be a brand that brings magic as well as energy to our consumers. We understand that coffee drinkers consume it daily, and we want to be a brand that adds value to their routines: with fun and cheerful packaging, along with cool and creative content, always bringing entertainment and enjoyment to our consumers’ everyday lives. 4. The coffee market in Brazil is extremely saturated, and Cafellow seeks to differentiate itself with sachet coffee and the “fellows” as symbols. What have been the main challenges, and how do you see the public's reception of this innovative proposal? Our biggest challenge is definitely educating the market on how to consume the fellows. We are trying to redefine the term "chafe," which is associated very negatively in Brazil. I find it a fascinating challenge because it's the first time we are preparing coffee as if it were tea—it's very practical, but at first, it feels strange to change that habit. Additionally, Brazilians are used to drinking very strong coffee because for many decades, coffee in Brazil was of poor quality. To disguise this, the industry would roast it very dark, leading Brazilians to acclimate their palates to extra-strong coffee, believing that this is the traditional coffee flavor. But in reality, coffee is a sweet fruit, and the ideal beverage should have a balanced sweetness and acidity, which is very different from the bitterness of extra-strong coffee. The worst part is that many people tend to believe that the stronger the coffee, the more caffeine it contains, when in fact, the longer you roast the bean, the more caffeine it loses. So, we also need to educate consumers about flavor because our coffee is medium roast, which is milder than the traditional market coffee. 5. The brand focuses on practicality and quality for consumers with dynamic routines, especially in the workplace. What are the advantages of Cafellow's sachets, and how are you educating consumers for the ideal preparation? The preparation method is quite simple; it's the most practical way to make coffee. So, the educational effort is really just at the beginning to help people learn the three essential specifics for the best results: the amount and temperature of the water, and waiting 5 minutes for the infusion to occur so the coffee reaches the perfect intensity! To assist with this, we include the preparation method on all our packaging, both on the box and individual sachets. Our website has a page dedicated to explaining the method. We post at least three times a week on Instagram with videos or graphics that detail the preparation process, and we are also continuously teaching how to make it on TikTok. Additionally, I respond to every video I see posted on Instagram, asking what people thought and ensuring they made it the right way! --- 6. What are your goals for the future of Cafellow? Do you envision expanding the brand beyond Brazil or exploring new products and flavors that continue to bring magic and innovation to the coffee market? At this moment, our focus is entirely on the Brazilian market. We want to explore and deepen our national customer base as we see it as where we have the most room to grow, especially since we are the first brand to introduce this innovative sachet coffee method and focus on providing magic and fun for the new generations. We have many exciting plans for 2025, and we are committed to continuing to be the most innovative and fun coffee brand in Brazil! Therefore, we are producing highly elaborate and authentic content to provide entertainment with a lot of magic for our consumers. We will also have collaborations with incredible brands that we admire, events that promote sensuality, creativity, and determination. Plus, we will be developing our own new products, including a new fellow that will soon be introduced, featuring an unusual flavor combined with another powerful ingredient!

Photos: RP Studio @_rpestudio / Public Relations: Black Comunicação @blackcomunicacao These two beauties have been making waves in the media for some time now! And what do they have in common? Besides the breathtaking beauty that turns heads wherever they go, they share a journey filled with hard work and talent. As the saying goes, "One empowers many!" And I'm sure many women see themselves in them, feel inspired, and celebrate this incredible achievement alongside these two amazing women! A brief retrospective for those who don’t know them: Virginia Fonseca is truly an admired personality with a massive fan following, and what many may not know is that this star is actually American! Born in Danbury, Connecticut, she moved to Brazil at a young age, settling in Governador Valadares, Minas Gerais, where she spent most of her life. She also lived in Portugal for a while and then in Londrina, Paraná. Active on YouTube since she was 17, Virginia now has nearly 11 million subscribers on her channel and over 51 million followers on Instagram. Samara Pink, on the other hand, is the founder and CEO of Pink Lash. Those familiar with this successful franchise might not realize the challenges the brand faced to become one of the country’s leading lash extension providers. Samara and her husband, Thiago Stabile—also her business partner—overcame a long journey to get here. Their story began when the couple decided to move out and start their life together, facing numerous hardships like unemployment and financial strain. They struggled with furnishing their home and even shared a single phone to cut costs. Today, the two lead a thriving empire. One thing is certain: no one can pinpoint the exact formula for success. However, combining two complementary talents can be half the journey in any business venture. This is precisely what brought Samara and Virginia together in creating SK Aesthetic, an aesthetics clinic inaugurated on November 11, 2021, in São Paulo. SK Aesthetic features a team of specialists across multiple areas, including medicine, dermatology, dentistry, endocrinology, nutrition, and micropigmentation. This comprehensive structure also offers services like healthy weight loss, contact lenses, facial harmonization, and gynecological aesthetics. And today, exclusively here on Hooks, you’ll have the chance to get to know them a bit better in this exclusive interview! --- 1. What is it like to have built this empire by age 28? If you could tell your past self about where you’d be today, how do you think she would react? It’s amazing to think that hard work can take you to places that luck alone never could! I feel like I’ve lived many lives within these 28 years, and I’m immensely grateful for that. I’ve met incredible people along the way, celebrated immensely, and taken quite a few falls, but I got up from each one, stronger every time. If I told my younger self she’d be living all this, she’d probably be working twice as hard (laughs). I’ve always been very ambitious in achieving my goals. --- 2. Virginia, what does motherhood mean to you today? And how do you balance this role with the business world? Motherhood means the world to me—Maria is the purpose behind everything. If I used to give 100%, now it’s 10 times that. I see everything as an opportunity and feel deeply blessed, always aware that I’m working ten times harder to balance everything and move forward. Is this my dream? Then I give it my all to make it happen! I just need to keep a mindset of continuous growth, a well-organized schedule, a trusted team to hold things down when needed, and God’s blessing along the way. 3. Samara, tell us how the initial idea for the incredible SK Aesthetic project came about. I met Virginia through Pink Lash, my eyelash extension franchise. She came to get her lashes done, and from there, our friendship just grew stronger. We then started considering going into business together since we already had a strong trust, which is essential in the business world, and we complemented each other well. Opening a clinic was something I personally wanted to expand on, and since it was also a dream of Virginia's, we decided to make it happen. --- 4. Virginia, do you believe that all these experiences, combined with who you are, created the perfect blend that has made you such a unique person, admired by so many? I'm not sure if I’d say everyone loves me (laughs), but I’m thrilled to know that millions connect with me. My fans mean everything to me, and I feel incredibly supported and embraced by them. I’ve taken every experience in my life as a learning opportunity. I don’t like to keep making the same mistakes or following the wrong paths—I learn, grow, and improve. It’s a daily practice. Every place I’ve lived and every person I’ve met has added to who I am today. If it had been different, I wouldn’t be as true to myself. I put a lot of emphasis on honesty and authenticity, because without them, I’d lose my essence. --- 5. And last but not least: what is your message? What would you want to shout to the world? It’s incredibly rewarding to see our work reach millions of people, and with that reach comes more responsibility, as people are inspired by our choices. So, we strive to be as honest as possible. Beauty is confidence, and having the privilege to empower other women is truly amazing. We would shout: We came to make history!

Blake Lively Getty Images for LACMA On the evening of November 2, the Los Angeles County Museum of Art (LACMA) hosted its 13th Annual Art+Film Gala, one of the most anticipated cultural events in Los Angeles. Celebrating the themes of art and cinema, this year’s event honored two icons: visual artist Simone Leigh and filmmaker Baz Luhrmann. Eva Chow, LACMA’s trustee and co-chair of the gala, along with Leonardo DiCaprio, welcomed guests alongside Gucci’s Creative Director Sabato De Sarno and the brand’s Vice-CEO, Stefano Cantino. Gucci, as the event’s presenting sponsor, reinforced the connection between fashion and art in this stunning Hollywood setting. Kim Kardashian wears Princess Diana's cross necklace at LACMA Artwork+Movie Gala A highlight of the evening was the showcase of Gucci Note , Sabato De Sarno’s second eveningwear collection for the Italian house. The collection was designed to reflect the glamour and elegance of gala nights, perfectly in tune with the event’s spirit. Models and celebrities took to the red carpet in pieces from the line, bringing a burst of style and color. This year’s red carpet showcased daring yet sophisticated looks, with notable appearances by Charli XCX and Kim Kardashian, who wore iconic Gucci pieces, alongside Mia Goth and Mikey Madison, whose cape-adorned ensembles captivated the crowd. Emily Ratajkowski Getty Images for LACMA The evening continued with a sophisticated dinner crafted by Michelin-starred chef David Shim of COTE New York, the first and only Korean steakhouse in the U.S. to hold a Michelin star. Following dinner, Charli XCX delivered an exclusive performance, blending fashion, art, and entertainment in an unforgettable celebration. Cara Delevingne, wearing Gucci Getty Images for LACMA The Art+Film Gala represents more than a glamorous evening; it’s a celebration with a cause. The event raises funds to support LACMA’s curatorial and exhibition initiatives, expanding the museum’s reach and enhancing access to art. The 13th Annual LACMA Art+Film Gala was yet another successful edition, reaffirming the importance of supporting culture and creativity. With heartfelt tributes, dazzling performances, and an impeccable array of looks, the evening was a true testament to the magical convergence of fashion and art, creating an unforgettable experience for all. Kaia Gerber, wearing Gucci Getty Images for LACMA Sarah Paulson Getty Images for LACMA Laura Dern, wearing Gucci Getty Images for LACMA Anna Kendrick CraSH/imageSPACE/Shutterstock Greta Lee Getty Images for LACMA Viola Davis, wearing Gucci, and Julius Tennon Getty Images for LACMA

Photo: Breno Da Matta - Pingo Mattar and Silvia Figueiredo, Founders of Pingo Studios With the aim of transforming everyday objects into interactive art pieces, Pingo! Studios was born during one of the most challenging times of our era: the pandemic. Isolation deepened the founders, Pingo and Silvia's , relationship with the home environment, sparking a vision of how the home can reflect well-being, art, and creativity. With an approach that blends humor and art, they offer a new experience for homes, bringing in objects that not only decorate but also invite reflection and emotional connection. Pingo! Studios defines itself as a "creativity laboratory," a space where ideas flow spontaneously and the creative process involves collaboration, experimentation, and a careful eye for every detail. Pingo and Silvia designed the studio as a creative haven within São Paulo, where the team and partner brands come together in a constant exchange of ideas, creating pieces that are not only versatile but also provide moments of pause and contemplation. With a manifesto that celebrates the everyday and transforms it into something unique, the brand believes that the home is an extension of ourselves and that art exists in the small details. Pingo! Studios’ products, such as the iconic “Pingos” —small, multifunctional porcelain dishes—embody this philosophy. These pieces can be used in various ways, according to each person's creativity and needs. Whether as jewelry holders, decorative items, coasters, or even ashtrays, the Pingos offer a personal and unique expression, adaptable to any purpose. One of the brand's first collections, inspired by mushroom designs, carries deep significance for Pingo and Silvia. Mushrooms, featured in almost 80% of the products, symbolize renewal, movement, and the natural cycle of life, evoking a connection to ancestry and nature. For Pingo, the life cycle of mushrooms—which includes decomposition and renewal—is a powerful symbol of personal transformation and growth. This collection stands out not only for its aesthetics but also for the symbolic weight it carries, serving as a constant reminder of our relationship with the environment and with existence itself. In the founders' view, incorporating humor into each piece brings lightness to the home, while art awakens emotions and adds a special touch to the space. Pingo and Silvia believe that objects with an artistic purpose can be transformative, breaking the routine and bringing beauty into daily life. Rather than limiting these moments to special occasions, they encourage people to appreciate beauty in the small things, like setting a table with a special touch for breakfast or lighting a candle to relax at the end of the day. Exclusive interview with the brand's founders: 1. How was the process of creating the brand during such an intense time as the pandemic? What inspired you to develop objects that bring humor and art into homes? Pingo: Spending so much time at home led me to develop new hobbies, with art being one of them. I started studying fine arts, and gradually, my interest in this world grew. My aesthetic sensitivity deepened profoundly. The pandemic was a period of self-discovery and expression for me, both internally and externally; the environment gained new meaning, and my home became a temple, a sacred place. It was a period of fear and uncertainty for everyone, right? My antidote to those unpleasant feelings was finding beauty and joy in the small details of daily life at home; it fueled my hope. Gradually, I began creating my own images of hope. Pingo Studios goes beyond bringing beauty to homes; it also promotes interaction. After all, aesthetics aren’t just about looks—they carry depth. And few things are as profound as human connections filled with laughter and fun that games and humor provide. Silvia: It took us over a year to arrive at Pingo's "formula" to launch... But it was very natural; things fell into place. The “why” was very clear: you put energy into your home, and it gives back! During the pandemic, keeping the home cozy was essential. 2. You define the studio as a “creativity laboratory.” How does day-to-day life work in this space, and how do ideas turn into interactive and versatile pieces for the public? Pingo: At Pingo Studios, the environment encourages a constant exchange of ideas, experimentation, and collaboration between the team and partner brands. Ideas flow in a very organic way. Silvia: Even our physical office space is an oasis within São Paulo, and it greatly helps with this fluidity of ideas. --- 3. The brand’s manifesto talks about transforming the ordinary into something unique and unexpected. What role do humor and art play in the design of everyday objects? Pingo: By incorporating humor, each piece gains a sense of lightness and invites relaxation, while art adds an aesthetic dimension that evokes emotions and draws attention to a more sensitive perspective. Once we feel these sensations, the goal is for them to overflow from within you to the world. Drop by drop, a glass overflows. Silvia: Inviting friends over and pulling out that beautiful dinnerware set (that’s been locked away for five years) is wonderful and important. But what about setting a breakfast table for yourself every day? Lighting a candle? Our idea is that your everyday moments deserve the same beauty and attention! 4. The mushroom collection stands out as one of the brand’s main inspirations. How did this idea come about, and what do these elements represent for you in terms of connection with nature and ancestry? Pingo: Mushrooms are often associated with spiritual growth, enlightenment, and rebirth. Their life cycle, their ability to decompose and recycle, symbolizes the cyclical nature of life, death, and transformation. They serve as a powerful reminder of renewal and the potential for personal evolution. Additionally, Pingo Studios is part of a community of people and brands breaking taboos through awareness. --- 5. How do you view the relationship between art and daily life? In what ways do you believe that objects with an artistic purpose can transform people’s routines? Pingo: Pingo Studios creates objects that not only beautify spaces but also stimulate creativity and promote moments of emotional connection. By integrating art into daily life, people can find small doses of joy constantly. Our trademark, the Pingos (the porcelain dishes), embodies the concept of "your Pingos, your rules." Our clients use the Pingos in various ways: mounted on the wall, as coasters, jewelry holders, decorative pieces, and even as ashtrays in some cases. These pieces are versatile and adapt to each person’s purpose, allowing them to express their creativity and personality. Silvia: Life is so fast-paced! Sometimes we go weeks on a work/eat/sleep cycle, living on autopilot. The idea is that something simple, like a "simple saucer" at your breakfast, can make you pause and see beauty. It’s about having little points of escape throughout the house that bring you into the "now." Reading a phrase before you leave home that sparks reflection or smelling a scent that feels like a hug when you return from a long day... 6. What are the plans and next steps for the brand’s future? Are there new collections or themes you’re excited to explore? Pingo: The future plans for Pingo Studios are to keep innovating, staying committed to both aesthetics and functionality, while inviting people to experience art in unexpected ways in their daily lives. We aim to encourage conversations that are as creative as our products in human interactions. Silvia: We’re really excited about our upcoming 3-year anniversary collection, “if it’s not to overflow, I won’t even drop it” , coming in the first half of next year. It’s a collection with fewer colors, but it’s no less fun. It’s unlike anything we’ve done so far!

'HALLOWEEN' COVER EDITION - NOVEMBER 24 ISSUE Photos: Marcello Rossi - @marcello_rossi26 / Makeup: Carlotta - @itslottie.mua / Designer: Antonio Oliver - @antonio_oliverfashiondesigner Model Táty VIP impressed at Philipp Plein's Halloween event by embodying the iconic character Elvira from Elvira, Mistress of the Dark. Known for her striking style and extravagant look, the character came to life through Táty in a breathtaking ensemble, blending elements of mystery and boldness that define the famous Mistress of the Dark. With an impeccable production, Táty paid close attention to detail, incorporating the tight, low-cut black dress—one of Elvira's most iconic features—as well as the dramatic makeup and voluminous hairstyle reminiscent of the 80s character. At Philipp Plein's event, she drew admiring glances from guests who were impressed by the authenticity and style with which she captured the Halloween spirit and Elvira's gothic allure. The choice of the Elvira costume reflects Táty VIP's personality and her talent for creating unique and memorable moments. Always in tune with trends and with a keen eye for fashion and pop culture, Táty exceeds expectations, turning each appearance into an event. This Halloween has certainly joined the list of iconic moments for the model, further solidifying her image as a style and originality icon.

Photos Disclosure Press The exponential growth of e-commerce in Brazil, especially driven by the pandemic, has brought new challenges for companies regarding their tax obligations. The sector, which saw a 47% increase in April 2024, according to the Brazilian Association of Electronic Commerce (ABComm), continues to expand and demands special attention to compliance with tax regulations. For many entrepreneurs, staying in line with the country's complex tax rules has become essential for the success of online businesses. “E-commerce has expanded significantly, especially after the pandemic period, which has made tax issues related to the sector even more complex,” emphasizes Dr. Tiago Juvêncio, a specialist in Tax Law. He notes that recent government initiatives to intensify e-commerce oversight have increased the relevance of this issue, especially impacting companies in the technology, retail, and logistics sectors. In Brazil, the tax system is known for its complexity and high tax burden, making it one of the most costly in the world, as noted by the Central Bank. The main tax affecting e-commerce activities is the ICMS (Tax on the Circulation of Goods and Services), which covers the movement of goods and inter-municipal transport. With the growth of online sales crossing state borders, the ICMS Rate Differential was implemented in 2016. This differential establishes a split between the rate of the origin state and the destination state, increasing the complexity of calculating the amount owed. In addition to ICMS, other taxes such as PIS and COFINS also apply, as well as ICMS under the Tax Substitution regime (ICMS-ST), which may apply to transactions between legal entities. “Efficient tax management and proper tracking of tax obligations are essential for the success of any company,” emphasizes Dr. Tiago Juvêncio. “In e-commerce, this need is intensified, as well-structured tax planning is indispensable for achieving satisfactory economic results in this business model.” To remain competitive and avoid tax issues, e-commerce companies need to invest in tax planning and compliance. Recommended measures include investments in marketing, the use of advanced digital tools, and hiring legal consultancy to monitor tax matters. Implementing efficient administrative management is also essential for the continuity and growth of operations. In summary, the e-commerce sector in Brazil offers vast opportunities, but it also requires entrepreneurs to stay attentive to tax obligations. With proper tax planning and expert guidance, companies can navigate tax challenges and ensure their success in an increasingly dynamic and regulated market.

Photos: Victoria Versiani - @vicversiani / Courtesy Fati Studios In the independent fashion scene, Fati Studios emerges as a brand that combines innovation with respect for tradition. Founded in December 2023, the brand quickly gained recognition by offering the public not just clothing but a philosophy of life inspired by Nietzsche’s concept of “Amor Fati” — the acceptance of fate and life’s adversities. This is the foundation from which every Fati piece arises, aiming to transform fashion into personal expression by blending urban style with a vintage aesthetic. In its first year, the brand has already launched two memorable collections that embody its purpose. The first collection, Love Language , invites the audience on a journey of self-discovery and self-love. Featuring pieces carefully designed to enhance the silhouette, it offers exclusive cuts and prints that convey positive, authentic messages. The design reflects the beauty of simplicity and the appreciation of imperfections, with details ranging from Japanese phrases to subtle symbols of love. High-quality materials and comfortable cuts complete each look, making every piece unique and filled with meaning. In Stallion Sunset Gardens , Fati delves into the western universe, reinterpreting cowboy style through a modern, urban lens. Inspired by the freedom of country life and old west culture, the collection explores raw denim, leather details, and bold cuts to revisit the concept of the "urban cowboy." This blend of western and streetwear offers an authentic experience, capturing the free spirit that defines the brand's audience—those who see fashion as an extension of identity and a way to tell stories. Fati Studios stands out not only for its exclusive designs but also for its attention to detail. The entire creative process is done in-house, from print development to material selection, ensuring high quality and durability in each piece. The brand caters to a discerning audience seeking more than just clothing; they desire a visual expression of authenticity and freedom. Despite its initial success, Fati isn’t stopping here. The future holds new collections and challenges, including the launch of a summer line inspired by the Tropical Oasis , which promises to capture the essence and beauty of the Brazilian summer. Additionally, the founder is already considering expanding Fati Studios into new markets and styles, always with a focus on innovation and fidelity to the brand's spirit. Check out our interview with Pedro Brandão, founder of the brand: 1. How did the idea to found Fati Studios come about, and how does the concept of “Amor Fati” influence the brand’s collections and identity? I’ve always enjoyed dressing well and felt it greatly improved my self-esteem. In 2018, towards the end of my Advertising and Marketing degree, and influenced by a professor in Business Management, I had the idea of one day founding my own clothing brand. From that period until I actually began the process, I delved deeper into the fashion world, and one day, I came across the concept of Amor Fati . I connected deeply with it and felt it captured the primary message I’d always wanted to convey through fashion: a way to feel good and learn self-love through style. Additionally, Fati seeks to convey messages of love in its pieces and prints and to create cuts that flatter people's bodies and make them feel good. 2. What have been the biggest challenges and lessons since the brand’s creation in December 2023 through the launch of the first two collections? The biggest challenges so far have been in managing the business and resources. As an independent brand, I’ve had to learn a lot and solve problems across various areas, such as marketing, traffic, communication, website construction and management, social media, accounting, and organization. Additionally, I think the experience has significantly helped my creative process, improving me as a designer and encouraging me to refine the pieces even more by considering both the brand’s identity and consumer needs. 3. The first collection, “Love Language,” focuses on self-love and the beauty of imperfections. How is this message reflected in the designs and choice of materials? In this collection, we aimed to share messages of love with people, using phrases on prints, embroidery, and symbols in the designs, like the heart featured on some pieces and the phrase in Japanese, 愛の言葉 (meaning “words of love”), among others. Additionally, we focused on comfortable cuts and materials with a flattering fit to help people feel good wearing the clothes. 4. “Stallion Sunset Gardens” blends western style with urban streetwear. What inspired this combination, and how do you see the public’s reception of this concept? While looking for references for Fati’s second collection, I had the idea to create a collection inspired by western themes—a style that was trending in fashion and other media, which had always intrigued me. I researched the culture and attire of the Old West, reinterpreting it for a streetwear context. I imagined how the modern cowboy might dress, which inspired our jeans design, hoodies, color combinations, details, and references throughout the collection. I believe the public received it well because it’s based on pieces they’re already familiar with, but infused with the brand’s identity and the western theme. 5. Fati Studios stands out for its exclusive design and quality. How does the process of creating the pieces and selecting materials ensure this authenticity? The entire creation process is done internally, where we constantly strive to innovate and develop all the patterns, prints, and details ourselves. Additionally, all fabrics and trimmings are carefully selected, using only high-quality, durable materials, and each piece is prototyped and tested before production. I believe this allows us to better convey the brand's identity in each piece and offer a seal of quality for a discerning clientele in the Brazilian streetwear market, which is growing rapidly and continuously innovating. 6. How do you see the brand’s future? Are there plans to expand into new markets or launch collections that explore other themes or styles? I see Fati as a brand that, despite already gaining a significant following, is still in its early stages with plenty of room to grow and expand. We have a new summer collection in production, themed around Tropical Oasis , exploring the warmth, beauty, and true paradise that is Brazil. In the future, we plan to work on even more unique items like bags, new cuts, and pieces not yet explored, always aiming to innovate and deliver quality products. Our goal is to expand the brand continually, establishing ourselves in the national market and, hopefully, even abroad one day.

Swarovski 2024 Holiday Campaign Ariana Grande - Photos: Mert and Marcus To close out 2024 in style, Swarovski launches its new year-end campaign titled “Dream Party.” This extravagant and sparkling celebration features none other than Ariana Grande, the Grammy-winning pop star and global ambassador for the brand. “Celebrating at the Dream Party, surrounded by the coolest and most glamorous guests wearing Swarovski crystals, was an unforgettable experience. I loved how the campaign captures the festive spirit, and the dynamic music video style brings it all together. The energy on set was contagious — we had so much fun dancing that no one wanted to leave! It’s wonderful to bring joy and sparkle to this holiday season, and I’m excited to continue this journey with Swarovski,” adds Ariana Grande. Swarovski 2024 Holiday Campaign Ariana Grande - Photos: Mert and Marcus The campaign, directed by Swarovski’s global creative director, Giovanna Engelbert, was captured by renowned fashion photographers Mert and Marcus, with vibrant scenes filmed by music video director Christian Breslauer. Together, they brought Engelbert’s vision to life, creating a glamorous universe that combines the festive spirit with the essence of the brand. In the campaign, Ariana steps into a magical night filled with crystals, where the nightclub setting shines with the characteristic colors and codes of Swarovski. Dressed in radiant pieces from the Millenia and Matrix Crash collections, along with a couture look specially designed for the occasion, Ariana exudes joy and the festive spirit of the holiday season. The campaign also celebrates inclusion and self-expression, featuring dancers and guests adorned in haute couture outfits and crystals that pay homage to iconic party styles. With every detail, the “Dream Party” invites the audience to immerse themselves in a world where individuality is celebrated, and tradition is reimagined with a contemporary twist. “Seeing Ariana embrace the contemporary glamour of Swarovski has been a joy and a dream come true,” shares Giovanna Engelbert. “Creating the most fabulous party with Ariana was an honor, and the result is pure festive exhilaration. This is a celebration filled with pop culture, creative energy, and a shared passion for spreading happiness this holiday season. Everyone is invited to our Dream Party!” Amidst dancing, sparkle, and a touch of magic, Swarovski’s “Dream Party” not only illuminates the end of 2024 but reinforces the message that glamour and joy are within everyone’s reach. With this campaign, Swarovski invites everyone to be inspired and celebrate the holidays with elegance and a touch of fantasy.

'ITALY' COVER EDITION - OCTOBER 24 ISSUE PHOTOGRAPHY: Iri Piry On the Cover of the "ITALY" Edition of Hooks Magazine, We Present VIKI, One of the Most Promising Commercial Models of the Moment. With a career marked by experiences in various countries and cultures, she brings a unique perspective and rare versatility to the fashion world. Each job, trip, and photoshoot is an opportunity for VIKI to broaden her repertoire and connect with the world around her, bringing a personal and authentic touch to each project. VIKI's connection to the fashion world began at home. The daughter of a seamstress, she grew up surrounded by fabrics, stitches, and impromptu fashion shows in the living room. This experience shaped her vision and built a solid foundation for her career. One of the most memorable experiences of her journey was posing in a shoot with a dress made by her own mother, a moment she describes as a journey into the past. This emotional bond is reflected in her aesthetic and in how she conveys emotions through each look, reminding her of childhood memories and her connection to fashion. In her professional travels, VIKI has immersed herself in different cultures, each with its own style and trends. Among the unforgettable destinations, Paris holds a special place in her heart. Visiting the Dior Gallery and standing before Christian Dior's iconic creations was an emotional moment where she allowed herself to dream of the future—imagining herself in one of those haute couture dresses, connected to the legacy of French fashion. The life of a constantly moving model brings both challenges and rewards. Traveling, despite missing the routine and family, is something VIKI sees as an advantage, as each new experience broadens her worldview and makes her more flexible and prepared for the profession's challenges. Furthermore, these international experiences have sparked a new desire in her career: to delve deeper into the digital realm and explore the numerous possibilities the fashion world offers beyond runways and campaigns. Check out the exclusive interview: 1: How has your experience in the commercial modeling market influenced how you view the different cultures and places you visit? My experience as a commercial model has made me realize how each culture has something unique to offer, especially in the fashion world. Every place has its style, its trends, and this inspires me to bring a touch of diversity to my work. It’s an incredible feeling to explore different cultures and incorporate these influences into each project. 2: What has been the most memorable destination you've visited for work as a model, and what made this experience so special? The most memorable is definitely Paris; I am incredibly passionate about the city and its energy. The moment that impacted me the most was when I visited the DIOR Gallery and saw Christian Dior's desk and all the wonderful dresses he created. I cried with emotion just being there and thinking that in the future, it might be me wearing one of those dresses. 3: What are the challenges and advantages of constantly traveling to fulfill professional commitments in the fashion world? Constant travel is wonderful because I get to meet incredible people and see amazing places, but it’s also challenging as I’m away from my routine and family. The advantage is that each trip gives me a new perspective, making me more prepared and flexible. In the future, I plan to study more about the digital world to expand my career beyond runways and campaigns. 4: During your travels, have you had the opportunity to learn something new that you've brought to your modeling career? How has it impacted your way of working? Yes, absolutely. Each trip is a chance to learn. In every culture, I learn new ways of expressing myself and communicating, which greatly enriches my work as a model. This knowledge helps me connect better with different teams and audiences. I want to explore this further in the future, studying more about the digital world and expanding my role in the industry. 5: What was the feeling of doing a photoshoot in a dress made by your mother? How does this moment reflect your connection to childhood memories and playing with fabrics? It was like a journey back in time to when I used to play in her sewing room, or with clothes from the wardrobe, pretending I was at award shows, striking poses in front of the mirror with fabrics. I felt at home during this photoshoot, and it helped ease some of the homesickness. 6: Your mother, being a seamstress, had a very special influence on your journey. How do you feel this influence has shaped your path in fashion? Definitely, this lifelong connection to fashion has helped me be myself and express my personality and emotions through my looks. I’ve worked in women’s clothing and shoe stores, visited factories, and my love for fashion just kept growing. Seeing large factories and all the work that goes into a product before it reaches the store was very moving, and it made me feel that this was what I wanted for my life.

Photos Disclosure Lady Gaga Lady Gaga has once again stunned fans with the release of her latest music video, “Disease,” directed by Ukrainian filmmaker Tanu Muino. The video unfolds as a powerful visual manifesto, with two versions of Gaga confronting each other, embodying her eternal struggle with inner “demons.” In this dark setting, a mysterious figure dressed in an enigmatic suit is ultimately revealed to be yet another facet of Gaga herself. “Disease” is an immersive piece that delves deeply into Gaga’s inner battles, bringing themes of vulnerability, resilience, and self-acceptance to the surface. In a candid post on X, Gaga opened up about the complexity of her relationship with her inner chaos: “It’s never been easy for me to face how I’m drawn to chaos and turbulence. It makes me feel claustrophobic,” she shared. She went on to explain the meaning of “Disease”: “It’s about facing that fear, facing myself and my inner darkness, and realizing that sometimes I can’t overcome or escape the parts of me that scare me. I can try to run from them, but they’re still a part of me.” The music video’s narrative reflects this struggle with raw intensity. Gaga, in constant transformation and self-confrontation, reveals the intricate dance of purification – a dance between resistance and acceptance. “I can run and run, but eventually I’ll meet that part of myself again, even if only for a moment. Dancing, transforming, running, purging. Again and again, back to myself,” she explains, embracing an acceptance that goes beyond simply tolerating her darker side. For Gaga, this integration reflects her unique beauty, a painful yet necessary process for the emotional resilience she has developed throughout her career. She concludes with an inspiring metaphor: “I am the maestro of my own symphony. I am every actor in the plays that are my art and my life.” Gaga takes charge of her own narrative, facing the challenges her own essence brings, finding beauty in this fusion of light and shadows. Released just before Halloween, “Disease” offers rare depth, a perfect fit for this season of introspection and mystery. Once again, Gaga demonstrates that she’s unafraid to expose her complexities and fears to the world, inviting fans to reflect on their own struggles. As she put it: “No matter how frightening the question, the answers lie within me. Essential, inextricable parts of what make me who I am. I save myself by moving forward. I am whole, I am strong, and I am ready for the challenge.”

Global Coach ambassador Charles Melton, musicians GloRilla and Kelsea Ballerini, actress Coco Jones, model Ella Emhoff, actress Sarah Sherman, drag artist Violet Chachki, playwright Jeremy O. Harris, and artist Chloe Wise wore custom Coach looks made from repurposed or upcycled materials, designed by creative director Stuart Vevers, for the 2024 CFDA Fashion Awards, held at the American Museum of Natural History. Drawing on the brand’s rich heritage of craftsmanship, each look features post-consumer materials or artistically reimagined remnants, repurposed to create something new, capturing Coach’s vision of circularity and its commitment to reducing environmental impact through more sustainable design practices. Charles Melton – Melton wore an oversized, repurposed suede coat, along with a vest and pants crafted from vintage suede jackets and trousers, pieces that continue the brand’s exploration of playful proportions and archetypal clothing styles embraced by today’s youth. Charles Melton and GloRilla | Photos: Getty Images GloRilla – In a playful reimagining of Coach’s artisanal heritage, GloRilla walked the red carpet in a repurposed moto jacket—an iconic American archetype—recrafted from vintage leather jackets. Her performance look featured a leather top and shorts set in a checkered pattern, crafted from a unique artisanal material made from squares of leftover leather from Coach’s leather goods production. Kelsea Ballerini – A fresh and fun take on authentic American style, Ballerini’s look features a shirtdress repurposed from Coach archival materials, including vintage flannels and cotton shirts, intricately crafted in a patchwork design. Kelsea Ballerini and Coco Jones | Photos: Getty Images Coco Jones – Inspired by youthful interpretations of traditional luxury codes, Jones’s look features a tuxedo dress repurposed from vintage leather jackets. Ella Emhoff – In collaboration with a New York artisan, Emhoff’s knit top was crafted from leftover yarn and finished with the brand’s iconic oversized bow, paired with a skirt made from surplus fabric. The wool for the top was created from yarn and pieces of knitwear that were unraveled and re-spun by the artisan, then knit in-house and adorned with repurposed and leftover sequins. Ella Emhoff and Sarah Sherman | Ph otos: Getty Images Sarah Sherman – Blending traditional tailoring with a countercultural attitude, Sherman’s look features a plaid leather cardigan coat, crafted from the brand’s artisanal surplus leather material, paired with a dress made from the same materials. Violet Chachki – Elegant and romantic yet tinged with a harder ’90s sensibility, Chachki’s ruffled silk chiffon slip dress is crafted from surplus fabric and colored using plant-based dyes. Violet Chachki and Jeremy O. Harris | Photos: Getty Images Jeremy O. Harris – A disruptive take on luxury explored through the imaginative lens of youth culture, Harris’s look features an oversized, patchwork tuxedo shirt made from vintage tuxedo and dress shirts. Chloe Wise | Photo: Getty Images Chloe Wise – An iconic brand code and an essential American silhouette, Wise’s look features a trench coat from a past Coach season, crafted from repurposed vintage leather. Photo Credit: Getty Images

'STARS' COVER EDITION - HALLOWEEN ISSUE Photo: @demmacedo | @andersonmmacedo_ / Retouch: @affbio / Video: @pedrogcf / Beauty: @bygustavovoltolini / Styling: @luccass.andrade / Studio: @nasulstudio / Press: @fernando.grohalski / Look: @mvsob.medida / Accessories: @nilmesz This month, Hooks Magazine presents a special Halloween edition, and who better to embody the spirit of the most mysterious night of the year than the talented Jaquelline ? Our 'STARS' cover takes us to a realm of shadows, where glamour and the supernatural meet. Jaquelline, known for her versatility and sense of style, takes on the role of Queen of Shadows with a macabre elegance. Her outfit is a masterpiece of gothic details, featuring lace and a veil that evoke both passion and mystery. Check out the photos from the edition: Video of Hooks' Halloween Photoshoot: