Daslu Sao Paulo

PUBLISHED : Sunday, 10 April, 2005, 12:00am
UPDATED : Sunday, 10 April, 2005, 12:00am

Where? Brazil's equivalent to Harvey Nichols, Daslu is in one of Sao Paulo's upscale residential neighbourhoods.

Who? Founded in 1958 by wealthy socialite Lucia Piva de Albuquerque (the name actually means 'from Lu's', Lucia's nickname), the store was taken over by her daughter Eliana Tranchesi in 1984.

What to expect: Daslu comprises 11 interconnecting houses that stock everything from high fashion, decor and interior items to the home-grown Daslu collection, which includes its famous bottom-enhancing jeans and bikinis. Men are forbidden to enter the store, so you'll often find diplomats' wives and socialites running between departments in their underwear (there are no fitting rooms either).

The crowd: South American high society

and other glitterati who have been known to fly in by private jet and spend US$50,000 in

a single spree.

Fashion finds: Chanel, Christian Dior, Dolce & Gabbana, Prada and Gucci, plus their own line for women. To meet the demands of their clients' husbands, the store opened Daslu Man, then Daslu Teen outlets that follow the brand's original concept.

Extras: pampered customers are waited on by the daughters of politicians and plutocrats, known as Dasluzetes. Daslu's own line is available locally in Lane Crawford.

New digs: Daslu will be moving to a new five-storey building in the commercial district, Vila Olimpia. The new flagship will boast a champagne bar, Japanese restaurant and real-estate bureau.

R. Domingos Leme 284, Sao Paulo, tel: 11 3841 4000; www.daslu.com.br.