São Paulo Fashion Week
Encyclopedia
The São Paulo Fashion Week (SPFW) is a fashion event, held at Ibirapuera Park, in São Paulo
, notable as "Latin America's pre-eminent fashion event," according to one report. It began in 1996, when the event was known as Morumbi
Fashion Brazil. It won the current name in January 2001. Today, the event is the most important fashion show in Latin America
. Besides structuring the whole textile industry of the country, the event has been marked by campaigns for hunger, for the prevention of cancer and Aids, recycling of waste, education and more recently celebrated the centenary of Japanese diaspora
to Brazil (Spring Collection/2008).
It was in 1995 that the Morumbi Fashion shook the world of Brazilian fashion. In the beginning, they were four parades daily with audience of 300 people. During this period the world took notice of models such Gisele Bündchen
, Isabeli Fontana
, Ana Claudia Michels
, among others. Many names of designers came up at that time also, as Ricardo Almeida, Reinaldo Lourenço, Ronaldo Fraga. Years before, international brands such as Chanel
and Versace
first appeared in Brazil
due to the opening of imports of the Collor government. Business owners were forced to invest in technology, machinery and labour-Expertee to compete with the foreign brands that grew instantly in Brazil. That brought a significant change to Brazilian fashion as whole.
Today's event happens twice a year, one in January, featuring the fall collection, and June with spring collection, with its all-famous Brazilian lines of beachwear such as Amir Slama
's Rosa Cha. In the first ten years, the investments grew from 600 thousand reais to more than five million in 2006. It increased from 21 to 46 the number of houses participants and their audience also grew to about 100 thousand people. In 1996, the event had attracted thirty thousand visitors.
Some famous designers that show collections in SPFW are Tufi Duek
, Alexandre Herchcovitch
and Amir Slama
.
There has been controversy in the past about a "longstanding bias towards white models" and a report in 2009 that quotas were imposed to require that 10 percent of models be "black or indigenous" as a way to foster equal opportunity
.
São Paulo
São Paulo is the largest city in Brazil, the largest city in the southern hemisphere and South America, and the world's seventh largest city by population. The metropolis is anchor to the São Paulo metropolitan area, ranked as the second-most populous metropolitan area in the Americas and among...
, notable as "Latin America's pre-eminent fashion event," according to one report. It began in 1996, when the event was known as Morumbi
Morumbi
Morumbi is a district of the city of São Paulo belonging to the subprefecture of Butantã, in the southwestern part of the city. A common folk etymology attributes its name to the mixed Portuguese and Tupi phrase morro obi, which would mean "green hill", but this is disputed.Morumbi is between 9...
Fashion Brazil. It won the current name in January 2001. Today, the event is the most important fashion show in Latin America
Latin America
Latin America is a region of the Americas where Romance languages – particularly Spanish and Portuguese, and variably French – are primarily spoken. Latin America has an area of approximately 21,069,500 km² , almost 3.9% of the Earth's surface or 14.1% of its land surface area...
. Besides structuring the whole textile industry of the country, the event has been marked by campaigns for hunger, for the prevention of cancer and Aids, recycling of waste, education and more recently celebrated the centenary of Japanese diaspora
Japanese diaspora
The Japanese diaspora, and its individual members known as , are Japanese emigrants from Japan and their descendants that reside in a foreign country...
to Brazil (Spring Collection/2008).
It was in 1995 that the Morumbi Fashion shook the world of Brazilian fashion. In the beginning, they were four parades daily with audience of 300 people. During this period the world took notice of models such Gisele Bündchen
Gisele Bündchen
Gisele Caroline Bündchen is a Brazilian fashion model, occasional film actress and goodwill ambassador for the UN Environment Programme.In the late 1990s, Bündchen became one of the first in a wave of Brazilian models to find success...
, Isabeli Fontana
Isabeli Fontana
-Early life and discovery:Fontana was born in Curitiba, Paraná, Brazil. In 1996 she made it to the finals of the Elite Model Look when she was just 13 and in the following year she moved from South of Brazil to Milan, Italy, to start her modelling career.-Career:...
, Ana Claudia Michels
Ana Claudia Michels
Ana Cláudia Michels is a Brazilian model of German descent.Michels started modeling in 1997 with the Mega Agency, when she was introduced to the owners by a friend. She has appeared in catalogs for Victoria's Secret and Le Lis Blanc, a noted Brazilian clothing company, as well as Calvin Klein...
, among others. Many names of designers came up at that time also, as Ricardo Almeida, Reinaldo Lourenço, Ronaldo Fraga. Years before, international brands such as Chanel
Chanel
Chanel S.A. is a French fashion house founded by the couturier Gabrielle "Coco" Chanel, well established in haute couture, specializing in luxury goods . She gained the name "Coco" while maintaining a career as a singer at a café in France...
and Versace
Versace
Gianni Versace S.p.A. , usually referred to as Versace, is an Italian fashion label founded by Gianni Versace in 1978.The first Versace boutique was opened in Milan's Via della Spiga in 1978, and its popularity was immediate. Today, Versace is one of the world's leading international fashion houses...
first appeared in Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
due to the opening of imports of the Collor government. Business owners were forced to invest in technology, machinery and labour-Expertee to compete with the foreign brands that grew instantly in Brazil. That brought a significant change to Brazilian fashion as whole.
Today's event happens twice a year, one in January, featuring the fall collection, and June with spring collection, with its all-famous Brazilian lines of beachwear such as Amir Slama
Amir Slama
Amir Slama is a Brazilian-born fashion designer of Iraqi Jewish and Romanian heritage . He is the designer, stylist and owner of the Brazilian beach fashion brand Rosa Chá....
's Rosa Cha. In the first ten years, the investments grew from 600 thousand reais to more than five million in 2006. It increased from 21 to 46 the number of houses participants and their audience also grew to about 100 thousand people. In 1996, the event had attracted thirty thousand visitors.
Some famous designers that show collections in SPFW are Tufi Duek
Tufi Duek
Tufi Duek is a Brazilian fashion designer, creator of the Triton and Forum brands, which have an international following.-References:...
, Alexandre Herchcovitch
Alexandre Herchcovitch
Alexandre Herchcovitch is a Brazilian fashion designer. He's of Jewish descent, his grandparents emigrated from Poland and Romania.-Overview:...
and Amir Slama
Amir Slama
Amir Slama is a Brazilian-born fashion designer of Iraqi Jewish and Romanian heritage . He is the designer, stylist and owner of the Brazilian beach fashion brand Rosa Chá....
.
There has been controversy in the past about a "longstanding bias towards white models" and a report in 2009 that quotas were imposed to require that 10 percent of models be "black or indigenous" as a way to foster equal opportunity
Equal opportunity
Equal opportunity, or equality of opportunity, is a controversial political concept; and an important informal decision-making standard without a precise definition involving fair choices within the public sphere...
.