The mere mention of plastic footwear brand Melissa is enough to send any former jelly-devotee into a tizzy. Melissa’s current creative director, Edson Matuso, is breathing new life into the designs, repositioning Melissa as a major fashion player in the international market after 28 years in the industry. Under Matuso’s artistic direction, Melissa has upped the style quotient through collaborations with the likes of Vivienne Westwood, Alexandre Herchcovitch and the Campana Brothers—leading the Washington Post to describe the company as the “Brazilian Jelly Giant.”

The next crop of plastic sensations—set to launch in Spetember—were designed by none other than world-renowned architect Zaha Hadid. The Iraqi-born Hadid is the first woman to ever win the controversial Pritzker Architecture Prize and is one of the top names in contemporary architecture. As a first-time shoe designer, Hadid created futuristic pumps that are asymmetrical—meaning each foot is uniquely composed of ergometic straps placed in fluid movements. Hadid explains: “The fluidity of our design combined perfectly with the technology of the plastic, injecting pieces without closures or seals.” Melissa has over 70 types of specialized PVC manufactured in their factory, ensuring that the shoes are made to be flexible and breathable. Ventilation is incorporated into each design and the company has even infused their plastic with a trademark bubble gum smell.

Melissa’s crossover success can already be seen on the feet of New York’s hippest. But, if you can’t wait until the fall for your Melissa-Hadid fix, the spring/summer ’08 models can be found stateside at stores like Opening Ceremony, Noodle Art and Affect Store.

For more information, see www.melissaplasticdreams.com/home.

—Kyle Landman and Flavia Mendonça