Dos "confins do Brasil" às passarelas: os sertões em/na moda

Abstract

This dissertation deals with the sewing of meanings on the sertões in the discursive space of Brazilian fashion, from the launch of two clothing collections signed by Brazilian designers and paraded in national fashion events. In this direction, we have chosen as objects of study the fashion collections “Carne Seca ou Um Turista Aprendiz em Terra Áspera”, by stylist from Minas Gerais, Ronaldo Fraga, launched at São Paulo Fashion Week, in 2013; and “Vaqueiro Desconstruído pela Alfaiataria”, by São Paulo stylist Akihito Hira, winning collection of the Ceará Moda Contemporânea contest, in 2017. In the course of this investigation, we seek to analyze the dialogue of Brazilian designers with the concept of sertão, their inscription in the discursive space of fashion, its association with the language of the clothes, observing the signs that were arranged by the stylists to take the sertões to the catwalks and discuss the imagery and discursive (re)constructions operated from those events, with attention to the continuities and ruptures of meaning about the idea of sertão. We conceive, in this way, that the presence of the concept of sertão in the discursive space of Brazilian fashion implies its (re)creation, that is, the darning of new statements, new ways of seeing and saying them, since fashion, first of all, it is linked to what is contemporary.