Paula Rondon
Ateliê Paula Rondon
Rua Conselheiro Ramalho 756, São Paulo, Brazil
Paula Rondon is a São Paulo-based fashion designer and upcycler whose one-of-a-kind garments transform vintage textiles, domestic linens, upholstery and embroidery into contemporary couture. Founder of the Paula Rondon label and co-founder of vintage store B.Luxo, she creates oversized, romantic, wearable pieces that extend the life of materials while celebrating texture, drape and hand-crafted detail.
- Materials/Resources
- Methods/Processes
- Methods/Processes:
- Sourcing model
- Sourcing model:
- Services Offered
- Languages
- Languages:
- Portugeuse
- Scale
- 2–5 people
About the practice
Paula Rondon has been part of São Paulo’s fashion scene since her late teens. With her partner Gil França, she spent nearly two decades sourcing vintage clothing internationally, first selling to fashion insiders and later building B.Luxo into one of the city’s best-known vintage destinations. The store opened in 2007 and has supplied pieces for Brazilian editorial, film and television, including work featured in Vogue and L’Officiel. After several years in London, where Rondon studied at Central Saint Martins and the pair sold vintage at Portobello Road Market, she returned to São Paulo and launched her own label during the pandemic. Her work gives new life to vintage fabrics and garments, combining Victorian and Edwardian references, 1920s styling, Japanese kawaii culture and the streetwear of her youth. The result is clothing with a contemporary yet antique sensibility: unexpected volumes, layered textures, playful motifs and a deliberately relaxed fit. Rondon describes each piece as closer to a work of art than conventional ready-to-wear. Her clients include visual artists and people drawn to distinctive, expressive clothing; her collections are released as limited “drops,” often through Instagram. Alongside garments, she makes accessories such as convertible bow bags, jewellery, hats and collars.
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