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Nira and Ronaldo at Sao Paulo Fashion Week

Sherlock Communication’s team member joined São Paulo Fashion Week catwalk

By | Blog, Events, Fashion PR & Marketing | No Comments

A Sherlock consultant had the unique chance to walk down the runway of one of Brazil’s most prestigious stylists, Ronaldo Fraga

Fashion isn’t all about the latest trends, it is a form of art – a way of expressing an idea, a feeling or a belief. Many stylists all over the world have been using their visibility at fashion shows and on social media to make statements with their pieces. Clothes are no longer just well-sewn cloth, they carry a message.

Ronaldo Fraga’s show at São Paulo Fashion Week was one of the most commented and memorable moments of the event. Setting himself apart from others, Ronaldo showed the audience a glimpse of what he had witnessed in Israel. According to him, it was a tribute to Israel and its diversity. Tel Aviv, a city where he had seen Arabs and Jews, black, white, gay and straight people coexisting, was the inspiration for his fashion show.  On the runway, many of his models were ordinary people of different backgrounds and appearances.

Nira Worcman, one of Sherlock’s consultants, had the privilege of being one of the people to walk down his runway. “It’s not every day that a 56-year-old woman can strut down a catwalk at SPFW. But at this show, Ronaldo Fraga wanted to promote diversity in age, colour, gender, sexual orientation and religion. And so, there I was”, she said.

At the centre of the runway was a large table filled with wine and food. The audience had no idea what was to come. The models walked around the table and sat in the chairs placed around it. The show kicked off with a kiss between the first two male models. Applause erupted. Another two kisses took place later on, making the audience cheer. “I was so excited to be part of a fashion show so different from anything, promoting liberty and equality”, Worcman beamed.

“It was all a matter of keeping a quiet mind, a straight spine and a peaceful heart. I was wearing beautiful overalls and all the flashes and cameras were pointing at me. I put on a shy smile and in that instant, I felt like a star.”, Worcman exclaimed. Jeans were the material of choice for most of the clothes as it embodies resistance and uniformity. “It’s a very present fabric, it units past and future like no other”, said Fraga in a press conference. Ronaldo Fraga’s show was a protest. With the second round of the presidential election around the corner, hate speech and prejudice were at a historic high. His show fought back with love and acceptance.

After all the models had taken their seats on the runway, they stood up and held hands in a circle around the table – a gesture of unity. And then something unusual happened. Ronaldo Fraga invited Israel’s Consul General to join him on the runway. Then, the models started inviting other people from the audience to join them at the feast as well.

One by one, people from the audience were invited until everybody was on the runway, participating in the show. People were ecstatic to be part of this inspiring gathering. Certainly, it was a lot more than what is usually expected from a fashion show.

With so many advances, will the lamps continue to transmit light?

By | Events, What We Do | No Comments

signify pannel event in Brazil

Internet of Things, Smart Housing and LED Lights

Almost 150 years ago, Thomas Edison realized that by heating a carbon rod to a certain temperature, it emitted light and thereby created the first marketable incandescent bulb. For decades this was the method used to light homes, offices and city streets around the world, but after a few years, they noticed that this is not the most efficient way.

In the 1970s, in the midst of the oil crisis, there was a new way of emitting light that was more economical than the incandescent lamp, the halogen. This has the same operating method as above, it only has a tungsten filament, while the other has a carbon one. However, with the growing popularity of ecological causes, halogen lamps were gradually giving way to LEDs, which peaked in the mid-2000s.

With the promise of a lower energy expenditure – studies prove that an LED lamp can save 50% more energy than incandescent – and a durability 10 times longer than any other lamp this lighting medium has been growing more and more over the years. years. An Abilux survey released at the end of 2017 pointed out that consumption of this type of lamp should increase 10% per year by 2022. With this accelerated growth, a recent study by Million Insights pointed out that by 2025 the global market for LED lamps should be worth 108 billion dollars.

Smart Lighting technology

Nowadays, with technology constantly advancing and people’s need to increasingly have almost complete control over all the objects they have, the connectivity between all – or most – of these articles is of utmost importance. For this reason, it was created, what is called today Internet of Things (IoT), a network of interconnectivity between physical objects, vehicles and even buildings that have a technology capable of collecting and transmitting data the LEDs have entered this network.

The most modern LED lamps today have the possibility of connecting with several other objects and even transmit the most diverse data to the smartphone of those who command them. Its simplest of commands is to turn the light on and off, even more complex like copying the colour grid of a photo and transmitting it in the house. The LED, among other technological lamps, is part of what is called Smart Lighting.

In addition, with technology increasingly focused on the day-to-day ease of their users as well as their safety, the newest creation in terms of Intelligent Lighting is LiFi, created by Signify, a leader in the global lighting market. As reported by journalist Anna Kellen, from TechTudo, this product “looks like science fiction” because it transmits, through the light, data between devices, the same as traditional Wi-Fi. Signify studies point out that LiFi can be up to 100 times faster than Wi-Fi and has greater security than the latter.

Connected Lighting 2018

With all this in mind and the increasingly imminent proximity of smart cities and homes, there remains the pertinent doubt pointed out by a participant in the Connected Lighting 2018 event that took place on Thursday, August 9 in São Paulo: “Will the lamps, with so many utilities and innovations, continue to transmit light?

If you would like to learn more about our PR Agency and find out how Sherlock Communications can help you organise events in Brazil and Latin America, do drop us a line at contact@sherlockcomms.com

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