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Welcome to Brazil

For those less familiar with the Brazilian fashion set up, it is difficult to understand why Brazil holds two fashion weeks – one in São Paulo and one in Rio.

Truth be told, there is no straightforward answer to this. 

The reasons are strategic, political, historical and practical but, above all, diplomatic. Rio and São Paulo have a longstanding antagonism (just like New York and Los Angeles, Rome and Milan), that it would be virtually impossible to rule one over the other without upsetting many in the process. As São Paulo fashion week reigns supreme as the biggest fashion event in Latin America, Rio has gradually showed its importance and has not failed to impress and attract attention from international press and buyers. Previously regarded as the “swimwear” show, Rio is now standing out for its sportswear chic, luxurious knits, colourful prints and an effortless, Brazilian glam style. 

Held in January and organised by Luminosidade, the events are big, well structured, beautifully organised and very ambitious. The shows start on time and there are always transportation provided from one venue to the other. 

Luminosidade has been successfully working hard to put Brazil on the official fashion calendar. Dates were strategically moved to not overlap with more traditional and well-known fashion events, such as Pitti Uomo in Florence and Paris Haute Couture, and is now  positioned on both sides of Haute Couture (Rio before and São Paulo after). 

As Brazil stands on the crest of its economy wave, it is no surprise that prosperity echoes all over its industries specially fashion. And, as expected, the international press, including Vogue.com, Vogue China and Vogue Japan, Vanity Fair, Vogue Portugal, Harpers Bazaar, Evening Standard, to name just a few, were all there to witness the Brazilian fashion boom. 

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