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Rio Fashion Week is expected to generate R$ 100 million for the Rio de Janeiro economy, according to a survey by the City Hall.
Published on 15/04/2026 - 16:48 | Updated on 15/04/2026 - 16:55
An audience of 30 people is expected between April 15th and 18th at Pier Mauá. Rio de Janeiro is back on the global fashion radar with the first edition of Rio Fashion Week. The fashion week began on Tuesday with an opening show at the City Palace, and between April 15th and 18th it will take over Porto Maravilha — one of the most iconic locations and a reference point for Rio's urban transformation in recent years.
The special study “Rio Fashion Week 2026: Potential Economic Impacts”, conducted by the municipal secretariats of Economic Development (SMDE) and Tourism (SMTUR-Rio), indicates that the event has the potential to generate around R$ 100 million in the Rio de Janeiro economy, with an estimated audience of 30 people. Recognizing Rio de Janeiro's historical vocation, the economic relevance of the fashion industry, and the symbolic capital that the city carries, the City Hall has taken the leading role in the return of fashion week.
– Rio Fashion Week is more than just an event. It's a development strategy for a global city. It attracts investment and gives us an international presence. It generates an impact of R$100 million on the economy and creates thousands of direct and indirect jobs. It's creativity acting as the engine of the economy – stated the mayor of Rio, Eduardo Cavaliere.
The expected audience consists of locals, national and international tourists. The program includes original fashion shows and presentations by major brands in an area dedicated to business, the Rio Fashion Business. In addition, advertising activations, exclusive parties, and a gastronomic selection aligned with the event's concept are planned.
"Rio exports fashion, so it's crucial that we have a strong event for the sector taking place in the city, attracting attention and boosting the economy of this important creative industry with a Carioca DNA," says Osmar Lima, Rio's Municipal Secretary of Economic Development.
The calculation of economic impacts considers a chain that involves expenses for tickets, event infrastructure, brand fashion shows, hiring of professionals, gastronomy, entertainment and parties, accommodation for tourists, as well as business generated within the scope of Rio Fashion Business. According to the event's organizers, Rio Fashion Week generates more than 8 direct and indirect jobs.
Data from the new study by the City Hall reinforces the sector's potential: according to RAIS (Ministry of Labor and Employment), Rio has approximately 6,6 fashion companies, representing 4,6% of the city's total. In the job market, there are 49,2 formal jobs and 41,7 self-employed individuals (MEIs), totaling more than 90 professionals—including creatives, technicians, and entrepreneurs—with an estimated annual payroll of R$ 3,7 billion.
Rio Fashion Week reinforces the creative economy and the city's global status.
Rio Fashion Week is born as a new creative hub and connection platform on the official fashion calendar in Brazil. The initiative is the result of a partnership between the City of Rio and IMM, a major sports and entertainment company in the country, which is also responsible for organizing São Paulo Fashion Week.
"It's been years since we've had a fashion week in the most desirable city in the world. Rio is a hotbed of trends, an open-air laboratory of behavior, style, and identity. This event puts the city back on the global fashion circuit and will be fundamental in boosting our economy and international visibility," says the Municipal Secretary of Tourism, Daniela Maia.
The event's strategy is to restore Rio's position as a global hub for creation, innovation, and business in the fashion segment, connecting designers, brands, buyers, and opinion leaders on a dynamic and contemporary platform.
The full study is available at Rio Economic Observatory.
