Press

WWDWill Fashion Brands Back Higher Wages in Bangladesh?FashionistaMust Read: PVH Corp. To Cut 4% of Global Workforce, Burberry Revenue Rises 6% in First Half FashionUnitedNew Boss at Hugo Boss: Frasers installs David Epstein as Grieder steps down Field NotesMilan: 1,686 looks from 39 houses, now on the map WWDMexican Leader Pushes Back on Trump’s Threat to Double Duties Over Migrant Caravan Claim FashionistaMicaela Erlanger Is Hiring A Studio Manager In New York, NY FashionUnitedShanghai Fashion Week SS27: Five key trends of the season Field NotesParis: 1,619 looks from 39 houses, now on the map WWDAfrica’s $34B Cotton Ambition Faces a Manufacturing Test FashionistaSupermodel Amber Valletta and Hairstylist Teddy Charles on Being Partners in Life and Business FashionUnitedWith its first collaboration, Jandéqene looks to its next chapter Field NotesTokyo: 1,119 looks from 36 houses, now on the map WWDMarimekko Brings Its Popkorni Print to Veja’s Salar and Small Canary Sneaker Models Fashionista48 Fashion and Beauty Gifts Gen Alpha Actually Wants This Year FashionUnitedNordstrom Rack to open Palm Springs store in fall 2027 Field NotesCopenhagen: 1,013 looks from 34 houses, now on the map WWDKathryn Hahn Breaks Up a Monochrome Gray Look With the Help of Daringly Sharp Snake Print Pumps FashionistaHanifa’s New Era Is Here After Its Founder ‘Uprooted Everything’FashionUnitedLDMA expands into running: 'We’re just getting started'Field NotesBerlin: 985 looks from 41 houses, now on the map Field NotesLagos: 869 looks from 29 houses, now on the map Field NotesNew York: 314 looks from 6 houses, now on the map Field NotesSão Paulo: 287 looks from 8 houses, now on the map Field NotesMexico City: 267 looks from 9 houses, now on the map

WWDWill Fashion Brands Back Higher Wages in Bangladesh?FashionistaMust Read: PVH Corp. To Cut 4% of Global Workforce, Burberry Revenue Rises 6% in First Half FashionUnitedNew Boss at Hugo Boss: Frasers installs David Epstein as Grieder steps down Field NotesMilan: 1,686 looks from 39 houses, now on the map WWDMexican Leader Pushes Back on Trump’s Threat to Double Duties Over Migrant Caravan Claim FashionistaMicaela Erlanger Is Hiring A Studio Manager In New York, NY FashionUnitedShanghai Fashion Week SS27: Five key trends of the season Field NotesParis: 1,619 looks from 39 houses, now on the map WWDAfrica’s $34B Cotton Ambition Faces a Manufacturing Test FashionistaSupermodel Amber Valletta and Hairstylist Teddy Charles on Being Partners in Life and Business FashionUnitedWith its first collaboration, Jandéqene looks to its next chapter Field NotesTokyo: 1,119 looks from 36 houses, now on the map WWDMarimekko Brings Its Popkorni Print to Veja’s Salar and Small Canary Sneaker Models Fashionista48 Fashion and Beauty Gifts Gen Alpha Actually Wants This Year FashionUnitedNordstrom Rack to open Palm Springs store in fall 2027 Field NotesCopenhagen: 1,013 looks from 34 houses, now on the map WWDKathryn Hahn Breaks Up a Monochrome Gray Look With the Help of Daringly Sharp Snake Print Pumps FashionistaHanifa’s New Era Is Here After Its Founder ‘Uprooted Everything’FashionUnitedLDMA expands into running: 'We’re just getting started'Field NotesBerlin: 985 looks from 41 houses, now on the map Field NotesLagos: 869 looks from 29 houses, now on the map Field NotesNew York: 314 looks from 6 houses, now on the map Field NotesSão Paulo: 287 looks from 8 houses, now on the map Field NotesMexico City: 267 looks from 9 houses, now on the map

São Paulo Fashion Week · SS27 · 13 – 18 Oct 2026

São Paulo

Tropical colour and fluid cut-outs.

8Shows

287Looks catalogued

8Designers

BlackColour of the week

What stood out in São Paulo

The season's trends →

82% more often than in other cities

Ivory

1 in 4 São Paulo looks featured ivory.

São Paulo25%Other cities14%

in 8 of 8 shows

Uó por Marcelo Sommer look

Aluf look

Apartamento 03 look

Dendezeiro look

61% more often than in other cities

White

1 in 5 São Paulo looks featured white.

São Paulo20%Other cities12%

in 7 of 8 shows

Aluf look

Apartamento 03 look

Normando look

Ammi look

93% more often than in other cities

Red

1 in 10 São Paulo looks featured red.

São Paulo10%Other cities5%

in 8 of 8 shows

Normando look

Apartamento 03 look

Foz look

Aluf look

From the runway

All 287 looks →

The palette

Black15%
Ivory / cream13%
White12%
Chocolate brown6%
Beige / camel6%
Charcoal6%

Share of garment area, measured from the clothes in every look (skin and set excluded).

Silhouettes

Column31%
Oversized31%
Asymmetric26%
Inverted triangle / strong shoulder22%
Straight / tubular21%
Hourglass / cinched waist17%

Share of looks.

Fabric, texture and finish

Measured from the surface of the clothes in every look

Texture

São Paulo's clothes were more textured than most cities.

Knits, pleats, prints and embellishment: the busiest surfaces of the week, one look per house.

Foz, look 26

Aluf, look 13

Apartamento 03, look 8

Ammi, look 34

Uó por Marcelo Sommer, look 31

Uó por Marcelo Sommer

Normando, look 40

Shine

On shine, São Paulo was more lustrous than most cities.

Satin, leather, vinyl, sequins and lamé: the looks that caught the most light.

Cria Costura, look 28

Apartamento 03, look 14

Uó por Marcelo Sommer, look 31

Uó por Marcelo Sommer

Foz, look 23

Ammi, look 15

Normando, look 31

Fabrics

What it was made of.

Cotton: Foz — Cotton44% of looks

Silk: Foz — Silk23% of looks

Crochet: Ammi — Crochet20% of looks

Wool: Apartamento 03 — Wool19% of looks

Jersey: Uó por Marcelo Sommer — Jersey18% of looks

Chiffon: Aluf — Chiffon17% of looks

Details

The finishing touches.

Lacing: Aluf — Lacing28% of looks

Shoulder emphasis: Dendezeiro — Shoulder emphasis22% of looks

Gathering: Foz — Gathering22% of looks

Cut-away: Aluf — Cut-away22% of looks

Ruffles: Uó por Marcelo Sommer — Ruffles22% of looks

Pleats: Foz — Pleats20% of looks

Surface

How the fabric was worked.

Ruched: Aluf — Ruched35% of looks

Fringed: Ammi — Fringed19% of looks

Pleated: Cria Costura — Pleated17% of looks

Perforated: Aluf — Perforated14% of looks

Sequinned: Apartamento 03 — Sequinned13% of looks

Pattern

Prints and patterns.

Graphic: Uó por Marcelo Sommer — Graphic9% of looks

Ombre: Ammi — Ombre8% of looks

Patchwork print: Cria Costura — Patchwork print8% of looks

Geometric: Ammi — Geometric6% of looks

Colour-block: Ammi — Colour-block6% of looks

Floral: Foz — Floral6% of looks

Mood

PlayfulElegantRelaxedSereneRomanticPowerfulWhimsicalGlamorous

Era references

1990s1970sVictorian1980s2000s / y2k1920s1930s1950s

How it was worn

Footwear

SandalsMulesDerbies / oxfordsSneakersBallet flatsPumps / court shoesLoafersStrappy heeled sandals

Styling

LayeredTonal head to toeClashing / mismatchedBelted overMatching set / co-ordOpen / unbuttonedTucked inBare midriff

Fit

RelaxedFittedOversizedVoluminousRegularSkin-tight

The character of the clothes

São Paulo sat close to the middle of the season, if a little lighter and warmer.

DarkerLighter
MutedVivid
CoolerWarmer
SmoothTextured & printed

São Paulo the other 8 cities measured so far · from the colours of every garment

The shows

Aluf, look 1 — Aluf44 looks

Normando, look 1 — Normando41 looks

Dendezeiro, look 1 — Dendezeiro37 looks

Uó por Marcelo Sommer, look 1 — Uó por Marcelo Sommer36 looks

Ammi, look 1 — Ammi34 looks

Apartamento 03, look 1 — Apartamento 0334 looks

Foz, look 1 — Foz31 looks

Cria Costura, look 1 — Cria Costura30 looks