Brazil’s largest and most lavish Paulo Fashion Week kicked off on Monday. Some 30 Brazilian labels set to showcase their summer collections in Latin America’s most significant fashion event. Alexandre Herchcovitch Animale and Tufi Duek were the first to unveil their latest creations at the Biennal pavilion in the city’s Ibirapuera Park.Ronaldo Fraga Agua de Coco Ellus Joao Pimenta Forum and Juliana Jabour are among the others due to take center stage over the course of the week. The theme for this year’s summer collections is: “We transform: Stories worth telling” – putting the emphasis on tradition and local design.

A model wears a creation from Ronaldo Fraga summer collection during the Sao Paulo Fashion Week in Sao Paulo, Brazil.

A model wears a creation from Iodice summer collection during the Sao Paulo Fashion Week in Sao Paulo, Brazil.

A model wears a creation from Ellus summer collection during the Sao Paulo Fashion Week in Sao Paulo, Brazil.

A model wears a creation by Alexandre Herchcovitch summer collection during the Sao Paulo Fashion Week in Sao Paulo, Brazil.

Models wear creations by Alexandre Herchcovitch summer collection during the Sao Paulo Fashion Week in Sao Paulo, Brazil.

A model wears a creation by Animale summer collection during the Sao Paulo Fashion Week in Sao Paulo, Brazil.

A model wears a creation by Animale summer collection during the Sao Paulo Fashion Week in Sao Paulo, Brazil.

British model and actress Rosie Huntington-Whiteley, front, wears a creation from Animale summer collection during the Sao Paulo Fashion Week in Sao Paulo, Brazil.

A model wears a creation from Movimento summer collection during the Sao Paulo Fashion Week in Sao Paulo, Brazil.

Models wear a creations from Ronaldo Fraga summer collection during the Sao Paulo Fashion Week in Sao Paulo, Brazil.

Posted By: Surabhi Yadav