5 moments you missed at Sao Paolo Fashion Week FW24

Held at two international fashion temples in Brazil, Iguatemi and JK Iguatemi, the fifty-seventh edition of São Paulo Fashion Week (SPFW) drew attention not only for the clothes that narrate the country's story but also for the pop moments that define the collective unconscious of the Brasil. Beyond fashion enthusiasts queuing at the show doors or fawning over celebrities, the runways were filled with fun and fascination over small moments that helped designers tell their stories in the best way possible. Here are the top 5 moments from São Paulo Fashion Week FW24, check them out.

Heliópolis Orchestra

At the Aluf show, which opened fashion week, the Heliópolis symphonic orchestra set the tone for the presentation (and was also featured in the event's trailer that preceded each show). Formed in 1996, the Heliópolis symphony boasts 68 members directed by the Instituto Baccarelli, making it the largest in the country in terms of music and in promoting cultural diversity and social inclusion through music.

Janja Lula da Silva at Reptilia Show

One of the few first ladies in Brazil truly passionate about local authorial fashion, Janja Lula da Silva, wife of President Luiz Inácio Lula da Silva, attended Helô Strobel’s show wearing a classic brand’s red angel wing jacket, symbolizing the Workers' Party (PT) color. Always vocal about the significance of national fashion as an economic and cultural engine, this was the first show Janja attended since Lula's election in 2023. Undoubtedly, it was the talk of the day.

João Pimenta at Martinelli

Not even the drizzling rain deterred the fashionista crowd gathered to celebrate João Pimenta’s show, one of the leading tailors in national fashion history. Using a piece of fabric from the chair for shelter, attendees took the opportunity to explore the historic building and snap stunning photos from the Martinelli mansion’s balcony atop the skyscraper. The view, whether of São Paulo from above or the extensive complex honored in João's clothing silhouettes, was breathtaking.

Technology on the runway

There's no doubt that technology is the moment, and it was prominently featured this season in various forms. Forget augmented reality, NFTs, and the metaverse, those are things of the past. Martins, a streetwear brand, along with a fashion film that played with futurism themes, introduced prints created using artificial intelligence. Meanwhile, Forca, a clubber high-fashion brand, featured a drone and a robot dog on the runway, interacting with the models as if they were real pets. Celebrated designer Gloria Coelho, making a discreet return to fashion week, presented a robot baby on the runway, and took on the challenge of designing exclusively for robots. Could she be the go-to designer for cyborgs in the future?

The return of emblematic designers

This season saw the return of some iconic names to the runway after several seasons on hiatus. National fashion is strong in identity but often survives as it can, with little resources and a lot of struggle. After all, Brasil is a country rich in clothing production that caters to foreign tastes, alongside fast fashions and international luxury brands that weigh heavily in malls like the one where the event took place. But as hope endures, names like Amapô, André Lima, and Gloria Coelho among others, crossed the runway presenting a new chapter of unique and fundamental characters to narrate the story of Brasisl, reflecting the tastes, behaviors, and, why not, problems of a nation.