In the first seconds of the Ocksa show, Thales Soares, known as Tales Cotta, 26, fell. Photo: Xin...

The death of a Brazilian male model during a fashion show on a catwalk during a fashion show in Sao Paolo on Saturday (4/27) went viral on social media.

Tales Soares was walking on the catwalk in Sao Paolo Fashion Week for a brand Ocksa when he suddenly collapsed.

A medical team arrived to provide emergency help and then the 26-year-old model was taken to a hospital. But the doctors there, then announced his passing.

People thought his fall was a part of the show, the local paper Folha de S Paulo said. It was reported that the model tripped on his shoelace and collapsed.

Ocksa expressed its deepest condolences over the model’s death. No further detail provided about his sudden passing.

The show’s organizer posted a condolence message on its social media.

“May God welcome you with open arms! Life is definitely a catwalk, we’re just passing through! Very sad!”, the message reads as translated in English.

Soares’ agent said his client had never complained about his health, given the model applied a healthy lifestyle and a vegan diet.

The horrific story of the glam world

People associate the model’s world as glamorous, luxurious and models can have anything they want. But, despite their beauty, models are facing pressure to have a perfect body, look stunning in 24/7 and survive in such a fierce competition.

The death of a model on the catwalk is not the first time to happen. In October 2017, a 14-year-old Russian model died while working in Shanghai’s China.

Vlada Dzubya fainted before walking on a runway at Shanghai Fashion Week. She was later taken to the hospital but later pronounced dead after being in a coma for two days.

The underage model reportedly suffered from acute exhaustion, even though the latest update said she might have been poisoned. The report later revealed that the teen had to sign a contract that forced her to work 13 hours. Ironically, her employer did not protect the model with insurance.

Regulations on underage models vary from country to country. In China, there is no regulation on young models as modeling is considered “an exceptional industry.” But in countries such as Denmark and the U.K, employing underage models is against the law.

Models are prone to depression. Writer and stylist Rosie Dalton in Catalogue Magazine cited statistics from Model Alliance showing that 54.7 percent of models started working at 13-16. While 64.1 percent were requested to lose weight by their agents.

Furthermore, 68.3 percent of them are suffering from depression and anxiety, and 29.7 percent had sexual harassment experience at the workplace.