Making virtual fashion a reality in Brazil

A mobile game inspired

this fashion week runway

Location: Sao Paulo, Brazil

Sao Paulo’s Fashion week featured

designs inspired by "Free Fire"

It’s one of the world's most

popular mobile games


"I think this is the first event in the world doing this, looking at the gamers' universe and making virtual fashion a reality. The idea was to refer all this to fashion and make people imagine themselves in it and say: 'I would like to wear this in real life.'"

Free Fire boasts a daily

player count of 150 million


"It was surprising, also because there is a very beautiful message behind the 'Free Fire' fashion show.”

Sao Paulo Fashion Week

was online last year

This year's in-person event

is the 52nd edition

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