Full of originality, Oi Fashion Rocks arrived in Brazil, simultaneously bringing international and national fashion and music shows in an unheard of arena in Jockey Club of Rio de Janeiro
Known for gathering fashion and music’s top stars in a single location, Oi Fashion Rocks, one of the most famous events in Europe and in the United States, arrived in Brazil. Held for the first time in a Latin American country, the Brazilian version occurred on October 23 and 24, respectively in Copacabana Palace Hotel and in the Jockey Club of Rio de Janeiro.
A model displays a design by Calvin Klein during the Mariah Carey concert as part of Oi Fashion Rocks
Ciara performs during the Givenchy fashion show at the Oi Fashion Rocks
With more than five editions held worldwide, Oi Fashion Rocks is a success in the United States and in Europe featuring celebrities and top designers such as Alicia Keys, Lily Allen, Whitney Houston and Chanel (London, in 2007); Bon Jovi, Blondie, Vivienne Westwood and Burberry (Monaco, in 2005). After participating in a competition involving the cities of Dubai, Shanghai and Mumbai, Rio de Janeiro was selected to host the first edition outside the Europe-USA line.
Estelle performs during the Lenny fashion show as part of Oi Fashion Rocks
Grace Jones performs during the Marc Jacobs Fashion Show in Oi Fashion Rocks
In the Brazilian version, the event exhibited international fashion designers including Marc Jacobs, Versace, Givenvchy and Calvin Klein, modeling simultaneously with international musical artists, among them Mariah Carey, Estelle, Diddy, Grace Jones and Ciara.
Diddy performs during the Versace fashion show as part of the Oi Fashion Rocks
The event was sponsored by Oi, the biggest Brazilian telecommunication company which, among other initiatives, was a pioneer in the development of a marketing strategy which associates the image of a telecommunications company to a lifestyle. With such directive, the company invests in entertainment marketing shares. “Fashion, aside sports, music and culture is one of the pillars of the company’s entertainment marketing strategy. Since 2005 Oi invests in the fashion sector in several regions in Brazil. For all those reasons, it could not be left out of a project as big as Oi Fashion Rocks, one of the most important in the world”, explains Flavia Da Justa, Oi’s Communication CEO.
Photo Credits: Faya/LatinContent/Getty Images; Pedro Kirilos/LatinContent/Getty Images
1 Comment
January 4, 2010 at 11:20 am
Hi, I found this blog post while was searching for shopping related information on google and found it very good article, thanks for sharing