Prêmio Moda Hype project was launched in 2004, as a starting event to Rio Fashion Week. It is a show meant to launch new Brazilian designers. The objective is to discover and promote new talent, on a large scale and open the door to a larger market. Moda Hype is comparable to London Fringe- a similar event launched the same year at the beginning of London Fashion Week.
Held on Pier Maúa on the water in downtown Rio, the atmosphere was charged with anticipation. A total of ten designers in total, from all over the country each showed a mini-collection of eight looks. Amog the most notable were Akhito Hara with minimalistic menswear, Janeiro showed crochet and mesh swimear in technicolor brights and Sann Marcuccy had an extremely cohesive collection with intricate fabric play and a monochrome color scheme. The collections were all for the upcoming Summer and a fresh way to start Fashion Week!