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São Paulo Fashion Week

Established in 1996 under the name Morumbi Fashion Brasil, nowadays São Paulo Fashion Week (SPFW), it is the biggest and most important fashion event in Latin America. Renamed in 2001, its two anual editions brings almost 100 thousand people to Bienal's building in Ibirapuera Park.

SPFW is one of the most important fashion weeks in the world (along with London's, New York's, Milan's and Paris' editions), SPFW concentrates all the widely-known Brazilian fashion brands, such like Alexandre Herchcovitch, Giselle Nasser, Glória Coelho, and many more.

Brazilian fashion industry gives a lot of importance to the event, bringing famos top models from all over the world and sponsoring some parties and expositions during the fashion week.

Nowadays Concepts
SPFW has been born with the aim of giving visibility to Brazilian new people of fashion, and nowadays it has become a stablished event, adding new activities to its programm, like bookstore stands, art expositions and food and drink marketing actions.

Besides that, since 2007's winter edition, the main concept of the event is sustainability, specially concerning about the environment. Since its begining, social issues have been crucial to the definition of the events way of working, and now they push it further, focusing its actions for the next 10 years in sustainability. So all scenographic installations are made of cardboard, that can be recycled for the next edition; Brazilian biodiversity is a main element in the scenography; and all energy generators use biodiesel (a green fuel) instead of petroleum-based fuels.

It was 1995 when Morumbi Fashion Brasil started to change Brazilian fashion. There were only 4 fashion shows per day and not more than 300 people watching each of them. But it didn't took too much and SPFW was aleady seeing the first top models appear, such as Gisele Bündchen, Isabeli Fontana, Ana Claudia Michels, among others, all of them with international fame now.

Not only top models, but also some fashion designers emerged to success since that period. The best examples are Reinaldo Lourenço, Ricardo Almeida and Ronaldo Fraga. Another factor which has given more power to SPFW was the improvement that Brazilian clothing industry had when labels like Channel and Versace started being sold in the country, rising the competition in fashion business.

Nowadays the event has risen to fame new faces like Rhaisa Batista and Emanuela de Paula and has put Brazilian fashion runaways among the most watched in the world, making it known by its inovation and creativity.

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