Appeared In
Special Issue
WWD Special Report issue 09/08/2009

Rio de Janeiro — Fashion’s Night Out is taking a two-city approach in Brazil, at upscale malls in Rio de Janeiro and São Paulo, as well as luxe emporium Villa Daslu and dozens of freestanding boutiques in São Paulo’s Jardins fashion district.

“We had expected only one or two malls, at the most, and some of the stores in them to take part in FNO, because of the investment needed to hold such an event,” said Fernanda Paronetto, executive producer of Vogue in Brazil. “But the response among malls and boutiques in them was much better than we had expected.”

This story first appeared in the September 8, 2009 issue of WWD. Subscribe Today.

Most of the FNO hoopla will take place in the main courtyard of each mall, but many stores within the centers are hosting events, from Champagne parties to celebrities hawking merchandise on the sales floors.

São Paulo’s Shopping Iguatemi mall is investing 500,000 reais, or about $270,000, to stage the event. A light show will take place in front of the mall. In the central court, circus acrobats will perform stunts on ropes and interact with images on a giant screen behind them. Meanwhile, DJs will entertain in the corridors and questionnaires will be passed around asking consumers, “What is fashion to you?” Those with the winning answers will receive notebook computers and round-trip tickets to Manhattan.

Ex-model Adriane Galisteu, now a well-known TV variety show host, will offer shoe suggestions at the new Christian Louboutin boutique, while Isabella Fiorentino, also a former model and now host of a TV fashion talk show, will welcome shoppers at the Swarovski Crystal store.

“Because the slump in fashion sales in Brazil has been much milder than elsewhere in the world, we’re taking part in FNO just as much to celebrate fashion as to boost sales,” said Carlos Jereissati Jr., president of the group that owns Iguatemi and Shopping Market Place, the other São Paulo mall hosting FNO events.

Rio’s Shopping Leblon center is investing 400,000 reais, or $215,000, in FNO. Its central court will feature a talk show with fashion consultants, DJs and a mini concert by Marina Lima, a Brazilian pop singer. In a contest, an emcee will ask shoppers fashion-related questions, with winners receiving a week-long vacation at a Brazilian beach resort.

Fashion consultant Costanza Pascolato will be autographing her new book, “Confidential, Secrets of Fashion, Style and Well-Being,” at Alberta, a multibrand store in the mall.

“As we’re a relatively new mall, which opened in late 2006, we’re taking part in FNO, not just to boost fashion sales but to make the mall an even bigger fashion reference point,” said Daniele Hornos, the mall’s marketing manager.

At Villa Daslu, top actors from Brazil’s prime-time soap opera scene including Murilo Rosa, Tania Kalil and Ricardo Tozzi will greet shoppers inside the main court of the complex.

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