Fernanda Yamamoto puts photography into the runway look

A camera usually sits opposite a runway. Fernanda Yamamoto’s October 2024 presentation brought it into the looks themselves, making photography part of the objects carried through the collection.

WAYFARER’s report placed the show at the Japanese Pavilion in São Paulo’s Ibirapuera Park, marking fifteen years of the designer’s career. The setting supported a dialogue between Brazilian and Japanese references already present in the clothes.

The account described contemporary readings of kimono shapes and Japanese craft techniques, with light, flowing pieces and a strong presence of Japanese-Brazilian models. Those elements gave the collaboration a cultural frame beyond a product placement.

Fujifilm’s Instax Mini LiPlay appeared within that frame. Matcha Green, Deep Bronze and Misty White were the camera colours named in the announcement, adding small, portable surfaces of colour to the garments.