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