Brazilian Jelly Shoe Brand Melissa Launches Pop-Up in Tel Aviv's Ramat Aviv Mall

The popular Brazilian footwear brand Melissa, known for its vegan jelly shoes, has opened a unique pop-up store at the Ramat Aviv Mall in Tel Aviv. The pop-up, timed perfectly for Israel's hot summer season, will be open until Friday, July 3, on the mall's entrance floor. Melissa is one of the leading and most successful brands in the global fashion industry, especially popular among Generation Z and millennials who resonate with its trendy designs and marketing strategies.

Melissa boasts a strong social media presence, with over 4 million Instagram followers and nearly 80,000 on TikTok. The brand has been embraced by fashion icons and celebrities, including Brazilian supermodel Alessandra Ambrosio, who collaborated on a capsule collection, and Hollywood actresses Katie Holmes, Anne Hathaway, and Vanessa Hudgens, who have been seen wearing Melissa shoes. International fashion magazines have praised Melissa for its pioneering role in environmentally conscious footwear design.

Currently, Melissa's collections are sold in over 4,000 retail locations across more than seventy countries. In the past decade alone, the brand has sold more than 32 million pairs of shoes, with nearly one-third of its annual revenue coming from international sales. The brand continues to expand its presence in the US, Europe, and Asia.

Melissa began with its iconic Possession jelly shoes, inspired by the fishing shoes of the French Riviera, and has since evolved into a leading footwear brand through collaborations with high-profile designers and brands such as Vivienne Westwood, the Campana brothers, Jean Paul Gaultier, Ganni, Scholl Icon, Marc Jacobs, and Hello Kitty. These partnerships have helped Melissa reach diverse audiences, especially women seeking bold, colorful designs that blend high fashion with accessible style. Prices at the Ramat Aviv pop-up start at 280 shekels.