Unlike in previous years when it was held in the cavernous Biennal pavilion of the city's Ibirapuera Park, the show, featuring 20 Brazilian designers, is being held at a new venue: the Villa Lobos Park.
"Brazilian fashion continues to show a fresher outlook, a lighter way of seeing things and this has something to do with our DNA," SPFW's creative director Paulo Borges, told a press conference.
"It has something to do with colors, transparency, lightness and joy. What is the DNA of Brazilians? There is much talk of happiness and I strongly believe in this. It is a trend," he added.
The Osklen label will get the show rolling with a presentation hosted by a leading art gallery in this huge metropolitan area of 20m people, Brazil's financial hub and the world's sixth largest economy.
Ronaldo Fraga, Tufi Duek, Ellus, Joao Pimenta, Colcci, Alexandre Herchcovitch, Forum and Reinaldo Lourenço will then take centre stage with presentations at the Villa Lobos Park venue.
Organisers have altered the show's dates to match the international calendar and give designers more time to roll out their collections.
Thus, the SPFW's winter collection takes place in October-November instead of January and the summer collection in March-April instead of June.
Borges explained that the aim was to extend the interval between the launch of collections and delivery to retailers in a bid to "professionalise" the industry.
"The Brazilian fashion industry is young. The Brazilian economy is young and only recently found a way of establishing a world presence," he said, noting that 95% of the country's fashion output was for domestic consumption.
According to TexBrasil, the Brazilian Fashion Industry Export Program, Brazil is the fifth-largest textile and fourth-biggest apparel producer in the world.
Source: AFP via I-Net Bridge
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