Sao Paulo: Main Event of the Brazilian Fashion Calendar
Photo below: From the Alexandre herchovitch Spring 2005 collection
Photo by FW

DALLAS, Jun 18, 2004/ FW/ --- Established in 1996 with the goal of putting Brazil on the fashion map, Sao Paolo Fashion Week had become the spring board for a lot of young designers to enter into the fashion scene.

Founded by Paolo Borges, who is also the creative director of the event, the Official Calendar of Brazilian Fashion is also the spearhead of initiatives in helping out young fashion designers.

In less than 6 years, Sao Paulo has not only achieved its primary goal, it has exceeded it. According to statistics released by the Luminosidade, Pensamento Estratégico, Marketing e Eventos, event producer, attendance had grown over 100% since its inception.

With over 70,000 attendees in January 2002, the event’s media coverage overshadowed any other in Brazil, except for soccer.

In January 2001, it generated an estimated an estimated R$ 100 million in spontaneous media - more that 2.5 thousand newspapers and magazine pages and almost 200 hours of TV programming, including networks and cable.