Shocking footage shows Brazilian model Tales Soare fell when he turned to leave the runway during the Ocksa show on Saturday.
Paramedics rushed to help the 26-year-old on stage and later took him to hospital where he was pronounced dead.
Daily Folha de S. Paulo reported that Soare tripped on his shoelace and fell.
According to the paper, people in the crowd initially thought his fall was part of the performance.
Organisers of Sao Paolo Fashion Week have not revealed his cause of death but released a statement.
The statement read: “SPFW has just received the news of the death of model Tales Soares, who suddenly took ill during the Ocksa show.”
The organisers of Sao Paolo Fashion Week also posted a message on Instagram in memory of the model.
The message reads: “May God welcome you with open arms! Life is definitely a catwalk, we’re just passing through! Very sad!”
Fashion brand Ocksa said on Instagram that its entire team was “shocked” by the death of Mr Soares, who was signed to Base MGT modelling agency.
Mr Soares’ agency said on Instagram that he had never complained about any health problems, maintained a vegetarian diet and was not known to use illegal substances.