After being discovered in the selections of the “Me Nota Way” project, an initiative created through a partnership between Almeida Junior and WAY Model Management, young models from Santa Catarina took to the catwalks of São Paulo Fashion Week, the country’s largest fashion event. This achievement marks the beginning of a new chapter in the careers of regional talents and boosts new promises for the national fashion scene.
Created in 2025, the partnership traveled through the six Almeida Junior shopping centers in Santa Catarina, offering free and open selection processes to the public in collaboration with one of the most renowned agencies in the country. Throughout the stages held in Balneário Camboriú, Blumenau, Joinville, Criciúma, and Greater Florianópolis, the project attracted over 1,500 registrations and revealed 26 new talents to the fashion industry. The Final Selection, with the pre-selected candidates, was held in a fashion show at Continente Shopping, gathering representatives from all regions of the state, including names like Will Chessy, from Palhoça, and Clara Liotto, from Blumenau, who are now part of the WAY model roster and walked the catwalks at SPFW.
“Before participating, I had always imagined being at SPFW one day, but I thought it would take two or three years. When I realized it, it had happened in just four months!” says model Will Chessy, still surprised by the rapid turnaround in his career. He points out that the biggest challenge was adapting to the intense preparation routine before the event. “Spending a month away from home, in another state, was challenging, but I came back with a lot of learning: understanding how to behave, develop, and prepare for the catwalk.”
For WAY model Clara Liotto, walking at SPFW represented a very special achievement at the beginning of her career. She recalls with emotion the moment she was selected for Me Nota Way: “I screamed inside the car when I received the message that I had been chosen! When I got the news that I would be represented by WAY, I hugged my parents crying. It was a dream coming true.”
The model also highlights the impact of the project in discovering and valuing young talents from Santa Catarina. “Me Nota Way gives visibility to new faces and creates opportunities that once seemed distant. The team travels through several cities, ensuring no one with this dream is left behind.”
For Rogério Alves, Almeida Junior’s Marketing and Relationship Director, watching the talents on the SPFW catwalks symbolizes the success of the partnership. “Fashion has always been part of Almeida Junior’s DNA. Seeing young people from Santa Catarina, discovered within our shopping centers, reaching one of the largest fashion events in the country is a source of pride. It’s proof that Me Nota Way fulfills its role of inspiring and opening doors.”
The partnership between Almeida Junior and WAY Model Management remains active to strengthen the fashion market in Santa Catarina and expand the reach of the state’s talents. “We hope this partnership serves as a starting point for new promising careers, strengthening the fashion market in Brazil and expanding its global visibility. We want WAY Model to be able to find and shape great talents who can shine on catwalks and in major campaigns,” says Anderson Baumgartner, director of WAY Model.
