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Winter 2011 São Paulo autumn and winter fashion week kicked off on the 28th, began a 6-day fashion event. The theme of this year's Fashion Week is "15th Anniversary", commemorating the Fashion Week has been held continuously for 15 years. To this end organizers not only held a venue for a chic decoration, but also produced a story about the growth of fashion week documentary. The documentary will be broadcast on major television stations in Brazil in the first half of this year. As the largest fashion and cultural event in South America, this year's St Paul Fashion Week attracted 31 brands from Brazil and other places. More than 2,000 journalists from all over the world focused their attention here. Giselle Bonchen, Demi Moore, Paris Hilton and other world famous, celebrities and people from all walks of life will come to join. Paul Bolger, director of the fashion week, believes that the São Paulo Fashion Week has evolved from a purely catwalk show to a comprehensive activity that has helped to internationalize Brazilian apparel brands economically and help culturally build the Brazilian concept of home-grown fashion. In addition, Fashion Week organizers also more and more prominent "Brazil" label, this Fashion Week is even more loudly hit the "Brazilian-created Brazilian fashion," the loud slogan.