The brand

Sela is a carnival child. Founded by the architect Bruno Cichini, the brand was born in the Ash Wednesday from a burnout. The desire to explore a new universe merged with influences from Sao Paulo nightlife and underground references.

It all started with a harness and the crafting of such a complex accessory – materials, tools, new renderings. Finding the perfect match to combine the elegance of leather along with the metal stiffness.

Several walks around Brás, Santa Efigênia, Rua do Gasômetro, Rua Vasco da Gama (famous neighborhoods in São Paulo for raw materials) opened new pathways and the pilots came out with outstanding quality. Under this inspiration other products also emerged: armbands, chokers and masks. And, of course, the opportunity to build a new business.

The sh*t got serious and dressing up friends was no longer the only choice. In November 2019, Bruno was invited to exhibit his products in the exclusive displays from PAETEH, one of the most important brands of Sao Paulo carnival, that already dressed celebrities such as Ivete Sangalo and Pabllo Vittar.

Brand name, (countless) new products, social media and investments naturally were the next steps to officially found the brand. Besides the kindness of many friends. In December 2019, Sela was finally born. Independent, challenging, libertarian, sagitarian.

And that's Sela, outgoing, underground, queer, feminist, dark, genderless, carnavalesca, ninphomaniac, for everyone. A great miscellaneous with a long way ahead. Looking forward the next carnival.