Stories
Lapima
Gisela Negrão Assis
Words Alessandra Albarello
22/01/2025
Gustavo and Gisela's inspiration focuses on capturing intricate details, describing the unique places, intangible sensations and sensual atmospheres of Brazil. They translate these elements into the poetic essence of a brand
We know that beauty often arises from the union of two different souls. Gisela brings grace and lightness, having been a dancer with a marketing degree, while Gustavo contributes his entrepreneurial spirit, holding a business degree and a striking resemblance to actor Bradley Cooper. Together in both life and work, they founded Lapima, the first Brazilian luxury eyewear brand, quickly gaining global acclaim with features in leading magazines. Hailing from Campinas, they built a large family with three children, the eldest inadvertently inspiring the brand's name as its copywriter. Yet, it was not just their personal journey that shaped Lapima. The natural and architectural landscapes, the sensual atmospheres of Brazil, the wind, summer, the special light, the sea, and the deep-rooted traditions all played crucial roles. Combined with Gisela and Gustavo's passion, these elements defined the soul of Lapima, making it one of the most significant and formidable brands to emerge in recent years.
You and Gustavo founded your brand in 2016. When and how did you meet Gustavo?
Gustavo and I have been together since 2002. At that time he was already an entrepreneur with several fashion stores, and I was a former ballet dancer with a marketing degree. We met in Campinas.
What is the meaning of the name Lapima, and why did you choose it?
Gustavo and I have 3 kids. Our oldest, Guga, at the age of 2, couldn't pronounce ‘Lá em cima,’ which means ‘up there’ in Portuguese. Instead, he said ‘Lapima.’ We loved the word, its meaning, and the way it sounded. Plus, it's easy to write and read in any language, so it made sense for our brand.
Tell us about your background, where you come from, your origins…
We're both from Campinas, a city in the countryside of São Paulo State, Brazil, South America. Gustavo graduated in Business and I studied marketing after spending three years in Germany and Switzerland studying classical ballet. We became business partners in 2010 after being together for 8 years and having two kids. It was only in 2014, after a successful period working together, that we started dreaming of Lapima.
Lapima is more than eyewear; it's the reason your brand conquered the world from Brazil with a new idea of luxury. What is the essence of Lapima?
When we researched the market and planned the brand, we aimed to create a new aesthetic for sunglasses. We wanted to be the first luxury eyewear brand from Brazil, handcrafted in our own atelier. The essence of the brand is a Brazilian way of life translated into disruptive design and high-quality products.
You and Gustavo draw inspiration from Brazil, but also from your hearts and souls. What is your next journey? What are your other inspirations?
Lapima reflects what we live and feel. Brazil and its unique spots are our biggest inspiration. The nature, colours, architecture, and the designers that preceded us, are all influential. We have a rich culture, and what we show is what we see. Additionally, our states of mind and surrounding feelings inspire us greatly. Lapima has many journeys ahead; there's much to show and discuss and we're excited about what's to come.
You are also an inspirational brand with your sensual touch, sophisticated sculptural approach, and your careful selection of unique colours. What are the highlights of your new collection, and what research and work went into it?
Women have always been an inspiration for Gustavo – curves and shapes. At the Lapima atelier, each design undergoes numerous steps until we achieve the perfect fit. Beauty and function go hand in hand for us; the pieces must not only look good but also feel good on the faces they adorn. ‘Mar,’ which means ‘sea’ in Portuguese, is our latest inspiration.
What is your next challenge or dream?
We dream big; reaching Lapima ‘Lá em cima’ (up there) is our ultimate goal.
Interview published on Eyebook 32 (September 2024)