Four flagship exhibitions representing all the other Paris Region fashion and design events took part: Who's next, Première Classe, Prêt-à-porter Paris and Éclat de Mode / Bijorhca.

This event, which was not originally part of the action plan for 2009, was added at the request of the fashion and design industry. Promosalons Brazil handled the organisation. Sao Paulo Fashion Week, recognized as Latin America's leading industry event, attracts nearly 100,000 Brazilian and international visitors and buyers.

What's more, there is a special focus on France throughout 2009 in Brazil with a number of events planned by the Economic Mission in association with a number of French partners, so the PREDA operation took place in a particularly favourable context.

The aim of this initiative was to increase awareness of Paris Region's fashion and design shows among Brazilian decision-makers and the media, and to give the participating shows a major platform to reinforce their own marketing initiatives.

The day was divided into several parts: a press conference (very well attended), networking session and one-on-one meetings between exhibition representatives, journalists and local personalities. This collective promotional event allowed PREDA to present the main advantages of Paris Region as a fashion exhibition hub while giving the participating exhibition organisers an opportunity to outline the main characteristics and trends of their upcoming shows. Combining collective and individual messages in this way is the very essence of the Paris Region Trade Shows programme.

Photo: the representatives of the participating exhibitions at the press conference