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By Heather Lockhart, Contributing Reporter

RIO DE JANEIRO, BRAZIL – Fashion Rio, the highly anticipated twice-yearly fashion week, kicked off at 7PM Monday evening with an inspiring show by the Brazilian fashion brand Rio Moda Hype. The event is the second largest fashion show in Brazil (after São Paulo Fashion Week) and will be held at Píer Mauá, located near Rio’s Centro, until January 15th.

Models displaying the latest garments at Fashion Rio 2011, photo by Felipe Panfili/Ag News.
Models displaying the latest garments at Fashion Rio 2011, photo by Felipe Panfili/Ag News.

All week, Fashion Rio will be featuring collections for Inverno 2011 (Winter 2011) from some of Brazil’s most renowned fashion houses, such as Maria Bonita, Giulia Borges, Alessa, and Andrea Marques, among others.

As usual, the show will feature many of Brazil’s world-famous models, including Leticia Birkheur and Giselle Bundchen.

Fashion Rio, currently under the direction of Paul Bennet (founder and director of São Paulo Fashion Week), was created to help stimulate the fashion market in Brazil and bring attention to the country’s growing fashion industry.

Fashion Rio is commonly compared to São Paulo Fashion Week, which many in the industry regard as the “fifth” fashion week, after New York, Paris, Milan and London. However Bennet believes that the two events create a convergence that defines the vocation of each, rather than conflicting with one another.

Brazilian super model Giselle Bundchen at Fashion Rio in 2007, photo by Celso Avila/Flickr
Brazilian super model Giselle Bundchen at Fashion Rio in 2007, photo by Celso Avila/Flickr.

Launched some 16 years ago by creative director Paulo Borges, Fashion Rio boasted a R$14 million budget last year, easily besting London while rivaling the other major events in Milan, New York and Paris.

Important figures in the Brazilian fashion industry, including Borges, spoke during the commencement press conference at Palácio da Cidade (City Palace) on Monday, January 10th.

A video clip with declarations of adoration for Rio de Janeiro from individuals such as Luciano Huck (popular television personality), and Oskar Metsavat (creative director of Brazilian fashion brand Osklen) was also played at the conference.

The video was created to reflect the theme of this years edition, Alma Carioca (Carioca Soul). “The idea is to provoke people to talk about the soul of Rio and inspire them to do something unusual,” stated Bennet.

Without a doubt, the week is sure to bring Rio de Janeiro a magnificent and inspiring display of the flourishing Carioca fashion scene and deliver an image of Brazilian style this season.

Line-Up Schedule for Fashion Rio Winter 2011:

Monday, January 10th
7PM – Rio Moda Hype
8PM – Rio Moda Hype

Tuesday, January 11th
6PM – Alessa
7PM – Filhas de Gaia
8PM – Melk Z-Da
9PM – Patachou

Wednesday, January 12th
6PM – Acquastudio
7PM – Maria Bonita Extra
8PM – Coven
9PM – Giulia Borges
10PM- British Colony

Thursday, January 13th
11AM – Walter Rodrigues
6PM – Têca
7PM – Totem
8PM – Printing
10PM – TNG

Friday, January 14th
11AM – Cantão
6PM – Coca Cola Clothing
7PM – Redley
8PM – R.Groove
9PM – Espaço Fashion
10PM – New Order

Saturday, January 15th
6PM – Nica Kessler
7PM – O Estudio
8PM – Andrea Marques
9PM – Lucas Nascimento
10PM – Ausländer

Píer Mauá S.A.
Avenida Rodrigues Alves,10
Praça Mauá – Rio de Janeiro
Phone: +55 (21) 2516-2618

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