A model participating in Sao Paulo's Fashion Week has died after getting sick and falling on the catwalk. 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, the AP reports. The audience initially thought the 26-year-old's fall was part of the show, reports the BBC. "We're sorry for their loss and send our deepest condolences to Tales' family," organizers said in a statement. They did not disclose the cause of death. His management company, Base Management, said Tales had a healthy lifestyle and had never complained about health problems, CNN reports. (More model stories.)