With its hip stretchy cottons and sexy designs, Mulher Elástica is the Brazilian answer to American Apparel—but with its own attitude: it’s younger, flashier, a bit more rock’n’roll.

The cushy jumpers (but oddly attractive) jumpers sell like hotcakes, whether they feature crazy motifs or bold single colors. The underwear’s sleek and stylish; the swim suits and kimonos are made in striking, contemporary shapes. Mulher Elástica’s clothes work by day or by night: their figure hugging dresses and brilliant patterns can turn even the dowdiest of customers into a glittering bird of paradise.

The shop in Galeria Ouro Fino is one of several weird and wonderful fashion boutiques at that end of Rua Augusta.