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

DESIGNER, DANIEL UEDA, SAYING:

"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

JOURNALIST, ALINE, SAYING:

"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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