By Christian Rôças – Entertainment Partnerships, LATAM

The 2016 Fashion Week in São Paulo, Brazil, exhibited the latest style trends through more than 30 runway shows between April 25-29. One particular trend that stood out: Facebook Live.

This year, for the first time during a fashion week event, the runway shows were broadcast on Facebook Live using the Live API. The API enabled São Paulo Fashion Week (SPFW) to use the video production setup already established at venues to be live on Facebook with the same professional quality as their TV broadcast. The Facebook Live videos, which included 13 hours of catwalk shows, interviews, and backstage moments, were seen by 1.3 million people between April 21 and April 29.

Ronaldo Fraga reveals his new collection:

 

360 Catwalk Experience

SPFW also invited people on Facebook to experience a runway show like never before through an exclusive 360 experience:

 

Facebook Live News Coverage

Directly on Facebook, fashion enthusiasts were able to watch the actual runway shows as well as coverage from Brazilian media outlets like the GNT network, which installed a Facebook Live studio inside São Paulo Fashion Week:

 

Brands and Personalities Use Live

Fashion and lifestyle brand Riachuelo seized the moment to showcase their SPFW presence live to their Facebook audience:

 

In this Live, fashion editor Lilian Pacce provides commentary on a show with ex-model and actor Cauã Reymond:

 

Lifestyle specialist and host Arlindo Grund showed his live perspective of Amir Slama’s show: