What was São Paulo Fashion Week originally called?

São Paulo Fashion Week was originally called Morumbi Fashion Brasil.

The event began in 1995 as Morumbi Fashion Brasil, a title linked to the Morumbi area of São Paulo and the project’s original presentation format. It was created by Paulo Borges to give Brazilian fashion a more organized and visible professional showcase.

The event later adopted the name São Paulo Fashion Week, commonly shortened to SPFW. The change reflected its growing status as a citywide and internationally recognized fashion institution rather than a narrowly identified local project.

Morumbi Fashion Brasil is therefore an earlier name, not a separate contemporary fashion week. It is also distinct from Brazil’s other fashion events, especially those associated with Rio de Janeiro.