"SPFW has just received the news of the death of model Tales Soares, who suddenly took ill during the Ocksa show", a statement read.
Paramedics rushed to help the 26-year-old and later took him to hospital where he was pronounced dead.
Videos and photos showing the model lying face down on the catwalk are all over the internet.
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A catwalk show in San Paulo, Brazil descended into tragedy as a male model died after getting sick and falling on the runway. According to multiple report, the audience initially thought it was part of the show, but he started foaming at the mouth.
Tales Soares, 26, appears to falter before finally collapsing.
Mr Soares, who also went by Tales Cotta, was signed to Base MGT, an agency based in Sao Paulo which represents scores of actors and models.
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His management company, Base Management, remembered Soares as having "exemplary behavior". "He was not a newcomer, he has already paraded in other editions of both SPFW and other important fashion events", they said in a statement.
"He had a healthy diet (he was a vegetarian), did not use illicit substances and was considered in full healthy condition to participate in the parade".
Organizers added, "We are sorry for this loss and give our honest apologies to Tales' family".
Sao Paulo Fashion Week also posted a tribute on Instagram.
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