SAO PAULO, Jan 18, 2009 (AFP) - Local girl gone global supermodel Gisele Bundchen helped kick off Sao Paulo Fashion Week Sunday and was set to strut the catwalk for Brazilian line Colcci.

Brazilian model Gisele Bundchen poses before taking part in Sao Paulo Fashion Week January 18, 2009 Photo : Paulo Whitaker/Reuters

The event in South America's biggest metropolis stretches through January 23 is a marathon of 39 shows from 37 local designers' firms.

Along with Bundchen, an ex of Actor Leonardo DiCaprio now engaged to American football star Tom Brady, British model-muse Agyness Deyn, seen by some as a "new Kate Moss," was here to walk for Ellus.

Though the global economic crisis has left few untouched, designers have tried to put a happy face on the event, saying they were hoping it would spotlight the happiness of Brazil's people. They also are paying tribute to Carmen Miranda, the quirky fruit-bedecked Portuguese-Brazilian performer who made 14 Hollywood films. This year marks the centenary of her birth.

Among Brazil's top designers putting on shows are Alexandre Herchcovitch, Osklen, Colcci, Cori, Ellus and Maria Bonita.