A Brazilian model died on Saturday after collapsing on the catwalk during a show on the last day of Sao Paulo Fashion Week, organizers said.

SPFW has just received the news of the death of model Tales Soares. A statement from organizers said Tales Soares took ill Saturday while in a parade of fashion brand Ocksa. A medical team attended to him on the catwalk and Soares was later taken to a hospital, where he was pronounced dead. According to sources, Soares tripped on his shoelace and fell that people in the crowd initially thought his fall was part of a performance.

The 26-year-old model fell while turning to leave the ramp. Doctors immediately attended to him in front of the horrified onlookers, according to local media reports.The model  was taken to the hospital where he was pronounced dead.