Category: News

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.

Christmas is a time to gather with loved ones, celebrate happiness in every hug, and create moments that stay in our memories. And in a year particularly positive for Santa Catarina’s retail sector, which saw a 6% increase in sales in 2025 — the second-largest growth in the country, according to Fecomércio SC — Almeida Junior shopping centers are kicking off their 2025 Christmas campaign with even more reasons to celebrate. The most awaited time of the year arrives, combining the charm of the celebrations with the chance to win a Jeep Commander Longitude, the dream SUV for creating new family stories.

With seven seats, spacious interior, and sophisticated finishing, the Commander is synonymous with comfort and technology. The model features cutting-edge connectivity, advanced safety features, and powerful performance, making it ideal for those who love exploring the world with freedom, without compromising elegance. A true travel companion, ready to take the whole family on new adventures.

Starting from November 6, purchases made at Almeida Junior shopping centers give customers a chance to win a Jeep Commander at each shopping center. For every R$ 300 spent, the customer receives one lucky number. Customers who spend R$ 1,000 will receive 10 bonus numbers. By referring friends to participate, customers get one extra number, and those who purchase Gift Cards through AJFans also receive two additional lucky numbers for the drawing.

The six shopping centers in the group are participating in the campaign: Balneário Shopping in Balneário Camboriú, Garten Shopping in Joinville, Nações Shopping in Criciúma, Neumarkt and Norte Shopping in Blumenau, and Continente Shopping in Greater Florianópolis. The promotion is valid from November 6, 2025, to January 11, 2026, with the drawing held by the Loteria Federal on January 14.

“Christmas is an invitation to celebrate life, connections, and the bonds that truly matter. We want our customers to experience this season in our shopping centers, enjoying unique experiences and, of course, with the chance to take home an unforgettable gift like the Jeep Commander, a car made for enjoying great moments with family,” says Rogério Alves, Marketing and Relationship Director at Almeida Junior.

Jeep Commander

The Jeep Commander Longitude, the prize in the Almeida Junior shopping centers’ 2025 Christmas campaign, is a high-end SUV that combines imposing design, comfort, and technology. With seven seats, the model offers plenty of space for the entire family, in addition to leather-upholstered seats, a 10.1” multimedia system with wireless connectivity, a 10.25” digital display, and intelligent driving assistance features that ensure a safe and enjoyable experience on any trip.

Balancing power, elegance, and innovation, the Commander invites you to live the next chapter of life with those who matter most.

Christmas at Almeida Junior Shopping Centers

In addition to the special promotion, Almeida Junior shopping centers are ready to welcome the public into an environment full of joy and emotion. The traditional Christmas decorations transform each space into a true fairytale setting. Themed attractions, children’s workshops, musicals, immersive experiences, and of course, the presence of Santa Claus complete the enchanting and joyful atmosphere, making Christmas even more unforgettable for the whole family.