By Christian Rôças – Entertainment Partnerships, LATAM

What’s the one stop shop where fashion fans can find out what’s trending and innovative in Brazil? São Paulo Fashion Week.

This year, the event that put the country in the international fashion circuit celebrates its 20 year anniversary. To celebrate the milestone, SPFW20A spiced things up and invited the audience to engage in a very innovative way: Through a 360 video of fashion designer Alexandre Herchcovitch‘s creative process. The video transposes the design desk and brings the audience an unprecedented immersive experience on Facebook:

 

Two installations invited public figures and SPFW visitors to create great content for Facebook and Instagram. Open to everyone who visited Bienal (the event venue) at Parque Ibirapuera, the mirrored photo booth dubbed the “Infinity Room” had more than 1.3k photos taken throughout the event:

Facebook Live Studios allowed verified stylists, artists, journalists and special invitees to record their own live broadcasts via the Facebook Mentions app. Going far beyond the traditional press routines and media sets, the participants were the protagonists of their own Live videos, inviting friends and people passing by to join in and even creating multiple broadcasts for the same conversation, like this one (audio in Portuguese):

Three angles of a Live video:

 

There were 47 live videos recorded on the Live Studios adding up to 10 hours  and received more than 4M viewers during the SPFW week. Some examples:

Live makeup tutorial from the SPFW backstage:

 

Live from the opening catwalk at São Paulo City Hall:

 

Live front row point-of-view during one of SPFW’s catwalks:

 

Live hair styling in the Facebook Live Studio:

 

Instagram and Facebook posts tagged with the official #spfw20a and #saladoinfinito were displayed at the event main screens, before and after the catwalks.

Instawall - SPFW