Brazilian fashion industry highlights through Ellus campaign and Paulo Borges documentary

The Brazilian fashion landscape is being highlighted through new creative projects in São Paulo. The brand Ellus has launched its Spring/Summer 2026 campaign, titled ‘Heat Wave’, which utilizes the historic center of São Paulo as its backdrop. The campaign aims to capture the urban essence of the city, portraying summer as an experience found within the metropolitan rhythm and concrete landscape.

In a separate development, a new documentary series titled ‘Muito Além da Moda – Paulo Borges’ explores the professionalization of the Brazilian fashion market. The series revisits the 30-year history of São Paulo Fashion Week (SPFW) through the lens of its founder, Paulo Borges. Featuring testimonials from industry figures such as Gisele Bündchen and Ronaldo Fraga, the production details how Borges transitioned from observing international fashion weeks in Paris and Milan to establishing a structured national platform that helped organize and project the Brazilian industry onto the global stage.