Runway meets the subway during São Paulo Fashion Week

Whether in New York, London, or Toronto, fashion shows can be rarefied events.

When São Paulo Fashion Week’s director Paulo Borges kicked off his blockbuster event on Sunday, he decided to take things a bit further, sending models onto the city’s subway system.

The unusual show was the first official event of Latin America’s biggest fashion showcase, which is celebrating its 15th year; the in-transit display featured models wearing some of the most provocative designs from previous years.

Fashion can live in a museum, the street, or “in the subway,” Borges said.

“It can go anywhere.”

No word on how harried commuters felt sharing the famously crowded subway cars with models in full regalia.

Here’s how it looked on Instagram:

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