Madonna’s Brazilian boytoy Jesus Luz took two turns on the Ellus runway last night at the fall-winter Sao Paulo Fashion Week shows — once in sportswear and sunglasses and once in all-leather.

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We’re not sure everyone recognized him, even when he came out to take a bow with the designers and gave us his best Zoolander ‘Blue Steel’ smolder. Despite his high profile, Luz is not exactly a national hero in Brazil. “It doesn’t make a difference to Brazilians whether he walks in shows or now,” says one local journalist. “He wasn’t even recognizable until he took his shirt off.”