Patricia Müller stars in the new Osklen ad campaign photographed by Gui Paganini. I am not crazy about the overall abuse of Photoshop, but I find it a million times more interesting (and more David Sims-ish) than last season's tragic minimalist Carnival inspired campaign. View more images after the jump.

View more pictures of the story photographed by Fabio Bartelt for the March issue of Elle Brazil after the jump.

PS- Love the body suit above from the Osklen Lady Gaga collection.

I will not be covering the fall/ winter 2010 shows in São Paulo live this season because of other projects I am currently involved with, but I will do my best to keep you updated on the collections here on MIB. Instead of long reviews, this season I will be posting only a few thoughts on my favorite collections, along with videos and links to more pictures.

Osklen: certainly a directional show and a turning for the brand, at its best in the knitwear and in the tropical approach for fall.

Rosa Chá: boudoir, lingerie, and scuba, resulted in the best Rosa Chá collection in a long time. Creative director Alexandre Herchcovitch made me wish I had actually seen this show live yesterday. Chanel Iman opened and closed.

Colcci: the proportions of the knits and skirts were off, making it feel dated at times. Still there were enough military references (and famous models and actors) to keep customers flooding to the stores come fall.

Watch the shows in video after the jump.

Brazilian label Osklen is slowly realizing that actually only gay men wear the surf-inspired creations they send down the runway, and is launching some metallic backpacks in time for summer in the Southern hemisphere. If those backpacks are not proof enough that Osklen is more Williamsburg hipster than Ipanema surfer these days, check out the label's new sneaker with a gold heel.

I love Emanuela de Paula and Francisco Gassen, and I loved Osklen's spring show inspired by Carnival in Rio, but I am sort of disappointed with the new ad campaign which is already in Brazilian publications. I get it that it is unexpected and fresh to do a minimalist ad campaign when the inspiration for the collection was Carnival and sequins, but it just didn't work here (well, unless the actual goal was to make  the super sexy Emanuela look as plain as possible). It's Carnival on valium.

View more pictures online at Osklen.

PS- if you are in New York for Fashion's Night Out, stop by the Osklen store in Soho tonight for caipirinhas, coconut water, and a performance by the Harlem Samba Ensemble. Model Daiane Conterato will be there.

Osklen kicked off the spring shows in São Paulo this afternoon with a surprisingly colorful collection inspired by Carnival in Rio. I like how it is a departure from what we have seen from the brand in the past. If Alexandre Herchcovitch were to ever design for Osklen, that is exactly what he would have done.

Watch the video of the Osklen spring 2010 show after the jump.