'Brazil is a very young culture and country and our industry is even younger. This translates as two levels of showrooms in the Oca building (which sits next door to SPFW's Bienal home), one level reserved for exhibition and installations inspired by the concept of fashion as innovation, as well as one level to be used as a runway space. 'The aim is to have a more refined approach to fashion.' It takes time to find the right partner and it is important to feel that all of those taking part are ready to do it.' This new and improved SPFW will take hold in June 2011. 'It won't change the line-up, but it will just add to it, helping Brazilian designers to be exportable.'Įlaborating on the strategy's evolution, Borges explained: 'We are in a process of evaluation, of a movement. 'This is an idea we've been discussing for the last couple of years,' Paulo Borges, director of Luminosidade (the group behind Sao Paulo Fashion week), told VOGUE.COM of the initiative - which will aim to create a link with the international market.

Now into its 29th season, the Brazilian fashion platform has yet further plans up its sleeve aside from big names on the catwalk: the launch of a new and accompanying exhibition showcase - set to move into the neighbouring Oca building - that will play host to up to 100 up-and-coming Brazilian designers, as well as video presentations and installations. GISELE, Eva Herzigova, Raquel Zimmermann and even Paris Hilton on its catwalks - Sao Paulo is a Fashion Week force to be reckoned with.

Tutti frutti game show paris hilton