Paramedics attended to him in front of horrified onlookers but were unable to revive him.
São Paulo Fashion Week confirmed Soares' death yesterday on Twitter stating: "We're sorry for his loss and send our deepest condolences to Tales' family".
A photo in the newspaper showed the model lying face down on the catwalk while paramedics attended to him. According to multiple report, the audience initially thought it was part of the show, but he started foaming at the mouth.
Soares' cause of death is as yet unknown, but doctors reportedly suspect he "might have had a congenital problem".
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A spokesperson for Base MGT, Soares' modelling agency, said that he had never shown any health issues before the show.
"With this news, the organisation met with the brands, directors of parades, stylists and models that had parades in the programming, and was given the option to cancel them", organisers said in a statement.
SPFW said he was taken to hospital, where he was pronounced dead.
"He had a healthy diet (he was a vegetarian), did not use illegal substances and was in full condition to participate in the parade. We are providing all necessary assistance in this sad moment".
Sao Paulo Fashion Week also posted a tribute on Instagram.