By Christian Pielow

Sao Paulo Fashion Week celebrates 15 years of operation with its 30^th show starting Friday, yet rightly claims it is more than just an event.

Competition for top Fashion Week status is a fierce battle waged worldwide. At stake is international media interest, with the hope of supporting local industry and attracting lucrative foreign investment. Not to mention the potential flood of visitors supporting the retail, travel and tourism industries.

 And no one understands the impact of Fashion Week upon international business more than SPFW producers, Luminosidade. A statement made evident by SPFW’s partnership with ApexBrasil, the Brazilian Trade and Investment Promotion Agency, whose aim is to promote Brazilian exports, support the internationalization of Brazilian companies and attract foreign investments.

With a strong international focus and a great partnership choice, it is of no wonder that since the event’s inception 15 years ago, SPFW has become a beacon for the entire Brazilian textile and fashion industry comprised of more than 30,000 organizations that generate $30 billion USD every year (R$50 billion BRL).  An achievement that has not gone unnoticed.

The British Fashion Council recently released a report valuing the British fashion industry at $33 Billion USD (£21 billion GBP), citing growing international competition from other fashion capitals as a key challenge to industry growth.

However, it is not only the event organisers working hard to attract international interest. Individual brands are increasingly turning to celebrity power to draw attention to the most important fashion event in Latin America.

First up this season is SPFW veteran, Paris Hilton, who is hitting the runway once again for Triton, a Brazilian label who has long used the ‘it girl’ as the face of the brand, ‘Everybody wants to party with Paris’.

Then, perhaps more interestingly, Sunday will host Colcci’s show with Ashton Kutcher, Gisele Bündchen and Alessandra Ambrósio all taking to the runway, with a supportive Demi Moore confirmed to be attending.

High street brand C & A have also enlisted the support of Christine Aguilera, following Fergie, Nicole Scherzinger e Beyoncé to head a new clothing line and draw attention to C&A during SPFW. A booking comparative to shoe brand Mellissa bringing Katy Perry to Brazil last year.

Expect press frenzy but don’t hold your breath for fashion innovation – although after a huge overhaul at Colcci last year, more is expected.

Name for name sake, however, is not the case for all celebrity bookings. Alexandre Herchcovitch booked once controversial, now internationally respected transgender model, Lea T. Another high profile booking for the Brazlian native, following a campaign with Givenchy and appearance in French Vogue.

With US pop culture pouring south to raise the profile of Brazilian fashion brands, the question left is will influence (and buying) pour the other way? With the Brazilian economy booming whilst others continue to suffer, matched with a new high point in confidence, creativity and international visibility, I think the answer is yes.

Keep an eye out for coverage over the next week, where you can judge for yourself if SPFW is a true international contender. Top brands to watch out for include Alexandre Herchcovitch, Osklen, Reinaldo Lourenço, Ronaldo Fraga, Lino Villaventura, Gloria Coelho, Colcci and Ellus. Full line-up can be found on the SPFW website.

Watch out London, New York, Paris and Milan.