Rio Claims Its Runway: A New Fashion Week Emerges from the Streets
Rio de Janeiro is officially stepping into the fashion week spotlight. Launching this week, Rio Fashion Week is now a permanent fixture on Brazil’s fashion calendar, born from a partnership between the city and IMM, the powerhouse behind São Paulo Fashion Week. The move establishes a two-city national rhythm: Rio will host in the first half of the year, with São Paulo following in the second.
"Fashion in Rio is born everywhere," said Gustavo Oliveira, IMM's chief operating officer. "It lives in the streets, the communities, on the beaches. The city has been calling for an event that reflects this energy." The project, in development since 2021, received formal approval last year.
City tourism secretary Daniela Maia positions the week as part of a broader cultural resurgence, joining events like Carnival and Rock in Rio. This momentum is drawing visitors; international arrivals jumped nearly 45% in 2025, accounting for $1.5 billion in revenue. The fashion week itself expects over 26,000 attendees, with more than half coming from outside Rio and buyers from major retailers like Galeries Lafayette in attendance.
Curator Olivia Merquior assembled 21 runway brands—from established names like Osklen to emerging labels—aiming for a snapshot of Brazilian fashion's diverse identity. "Rio reflects that in a specific way, naturally connecting fashion to lifestyle and music," she noted. The goal, she stresses, is to forge real business opportunities, not just social media moments.
For designers, Rio's spirit is the main attraction. "Rio is our cultural showcase. It is both urban and resort at the same time," said Airon Martin of the brand Misci. His work, like that of many showing, draws directly from Brazilian culture and resources, transforming them into refined collections. Designers from Normando spoke of centering the Amazon in their narrative, using materials like Amazonian rubber.
The event represents a significant investment, backed by a three-year agreement and expected to generate over 8,000 jobs. As Constanza Cavalli Etro, an ambassador for the Italian Chamber of Fashion, put it: "Milan is a system of excellence. Rio expresses a contemporary creative energy. This encounter can spark an interesting dialogue." Rio is now betting its unique rhythm can find a global audience.