Since 2024, BRIFW – Brasil Immersive Fashion Week has been an integral part of Rio Innovation Week, the largest innovation event in Latin America, bringing a broader perspective on fashion — one that goes beyond clothing to explore its role in identity, communication, narrative, and culture.

From its inception, BRIFW has been dedicated to showcasing Latin American creators working with emerging technologies, generating new ideas that reshape Latin American and Brazilian culture in the digital world.

As founders of BRIFW, IARA actively collaborates with the Rio Innovation Week team—not only in content but also strengthening commercial partnerships and suggesting activations across the entire event.

At Rio Innovation Week, BRIFW bridges creativity and business development, expanding opportunities not only in apparel production but also in beauty, communication, culture, art, and design. It is also a space for education and demystification of technology, making complex concepts more accessible to a broad audience.

In 2025, this partnership continues, integrating BRIFW into an event that hosts around 185,000 in-person attendees and reaches over 35 countries worldwide. Through this large-scale platform, BRIFW connects creativity, business, and innovation, reinforcing the role of digital culture in shaping the future.