Budgeted at US$ 8.13 million, SPFW also shows art and design
Valor Econômico
The 15th edition of the São Paulo Fashion Week (SPFW), which begins on Monday, will feature two shows at the same time, gathering fashion, art and design, and businesses. With a budget of R$ 13 million (US$ 8.13 million), the largest fashion event in Latin America ends on the 18th. Paulo Borges, Chief Executive of Luminosidade, company of the InBrands group, says "this will not only be a business show, but a design show". The São Paulo International Design Show and the Galeria Mais fashion show will take place in the Oca pavilion, at the Ibirapuera Park, during the week of the SPFW, to take advantage of the flow of international buyers and journalists.
The São Paulo Design will occupy an area of 4 thousand square meters in the basement of the Oca Pavilion and besides the showroom of companies and designers, it will feature workshops, conferences and exhibits. In its first edition, the show will present the work of the Irmãos Campana (Campana Brothers), an exhibit of designer Maurizio Galante and an installation of Robert Stadler. The ground floor of the Oca will have a store and the schedule also includes the 8th edition of the international Seminar of Creative Economy. The Galeria Mais, which will gather the fashion brands, is an event organized by Luminosidade (company responsible for the SPFW) in partnership with the Galeria Showroom, fashion show launched five years ago (with four editions a year, held at the store of luxury brands Daslu). 20 brands have been chosen for the first edition of the Galeria Mais.
The theme of this edition of the SPFW that will feature the 2011/2012 spring-summer collections is "the futures". "The name is in plural because the paths of innovation are also plenty", says Borges. Among the news of the season are the return of stylist Pedro Lourenço to the event and the solo star of fashion stylist Paula Raia, a former co-owner of Raia de Goye.
The cultural character of the event will be increased with two photo exhibits with a total investment of R$ 1.2 million (US$ 750 thousand). The third floor of the building that hosts the Biennial event, at the Ibirapuera Park, will receive a series of images made by the Dutch photographer Ruud Van Empel. The most awaited show of the event, celebrating the 25 years of career of the also Dutch Inez Van Lamsweerde and Vinoodh Matadin, will be put up on the first floor. The latter will open to the public after the SPFW, from June 19 to July 3.