What Frou Frou is known for
Mother-and-daughter vintage and secondhand shop in Consolação, established in 2007, with a curated fashion edit built around pre-owned finds.
Frou Frou is a curated vintage and secondhand boutique in Sao Paulo's Baixo-Augusta district, opened in November 2007 by the mother-and-daughter team of Luzia Belucci and Giovanna Belucci. The shop operates like a cabinet of curiosities: hundreds of pieces spanning the 1970s through the 2000s, sourced from across decades and countries, sit alongside archive-grade names — Chanel, Dior, Gucci, Prada and Saint Laurent among them — as well as pieces by Brazilian designers such as Gloria Coelho and Reinaldo Lourenco. Beyond retail sales, Frou Frou rents from its collection and undertakes restoration work, and has built a following among costume designers, stylists and other fashion professionals who treat the shop as a research archive as much as a store. Its stated mission — rescuing vintage pieces and championing sustainable, creative fashion over disposable trends — has kept it a fixture of Sao Paulo's secondhand scene for nearly two decades, run from the same Rua Augusta address since it opened, with online sales through froufrouvintage.com.br extending its reach beyond the neighborhood.
Best for — Vintage and secondhand finds from a mother-and-daughter shop, since 2007.
Where next
- Ruby Blues Winery — Canada
- Funfuntown — Global / Online
- MYKI Boutique — Tel Aviv
Hand-curated for ORBIS · no paid placement