São Paulo

As Brazil’s most densely populated metropolis, São Paulo is a diverse, urban and cosmopolitan city. Widely regarded as the epicentre of Latin America’s fashion scene and the birthplace of future trends, it is home to the fifth largest fashion week, behind Paris, Milan, London and New York. Like many other fashion capitals, São Paulo is known for its creative youth culture, contributing vastly to its budding fashion talent.

Brazilians are confident in themselves and despite the hot weather, they love to dress up – particularly in São Paulo where it’s all about glamour and glitz. Style in the city is eclectic, loud, colourful and unapologetic.

Key fashion events and attractions

São Paulo Fashion Week (each April and October)

Regarded as Latin America’s pre-eminent fashion event, São Paulo Fashion Week is one of the biggest in the world, celebrating Brazil’s top designers.

The cost of shopping

A pair of jeans will cost an average of
$20-$68 USD / £16-£53

A summer dress will cost an average of
$18-$68 USD / £14-£53

A pair of running shoes will cost an average of
$46-$137 USD / £35-£106

Top fashion college

Istituto Europeo di Design São Paulo

IED São Paulo’s very presence contributes to positioning the city as the fashion capital of Latin America. The fashion college offers undergraduate and postgraduate courses in fashion design, marketing and communication.

Thanks to São Paulo’s twice-annual fashion week, the city has garnered a colourful reputation for presenting the best of ethical and inclusive design. And in true carnival style, São Paulo has naturally integrated the melting pot of ethnic and physical diversity into their presentations. Some of the first sightings of transgender style started in São Paulo.

Justine Tabak

Where to shop

For affordable fashion

Morumbi Shopping Centre is a huge shopping location with 450 retailers and an entire wing dedicated to fashion with great domestic and international brands.

For luxury brands

Rua Oscar Freire is one of the ten most expensive shopping streets in the world, boasting numerous luxury brands.

For vintage

Jardins is known for its high-end boutiques, as well as plenty of cool restaurants and cafés worthy of a pitstop.

Oscar Freire