Fiat has strengthened its partnership with São Paulo Fashion Week by setting up three innovative spaces and bringing to this edition the new Fiat Punto as a creative reference point of fashion.

Fiat Brazil has strengthened its partnership with 24th São Paulo Fashion Week, the largest fashion event in Brazil, this year by setting up three innovative spaces, and bringing to this edition the new Fiat Punto as a creative reference point of fashion.

The Fiat Punto, which is built at the Betim factory in Brazil and went on sale across the country last autumn, was used during São Paulo Fashion Week as the focus of several interpretations and was as much an installation or an inspiration for exclusive prints of the clothes collection or even for for ornamentation objects.

Linked values to the design, to the plastic arts and the fashion, as daring, irreverence and joviality are all the strong points in Fiat’s communication approach. The project dubbed Fashion Innovation Attitude, is the materialisation of all that essence, establishing tendencies and projecting the future as well as that of the brand. The objective is to speak about fashion and lifestyle in a different way.

During the 24th edition of São Paulo Fashion Week, Fiat has ranked high in three spaces of the art exhibition with three different proposals: “Fiat Café” by Piselli, the new edition of the FiaT-Shirts, and the collection 'Winter 08', besides the Fiat Punto's unpublished intervention by the famous local fashion designer Alexandre Herchcovitch, who made over an example of the 5-door hatchback with a distinct new paint finish and re-worked interior materials and trim finish, along with unique details such as new wheel covers and curved rear view mirror.

All of the spaces start from the idea of dialogue between the car and the world of fashion, in the widest sense of meaning of those words. Which means that fashion technology, design and innovation was in every way the bases of keeping the dialogue developed between these spaces.

by Claudio Perlini