A periferia adora inventar moda: contribuições do design de moda-vestuário na periferia soteropolitana.

Abstract

From post-modernity and the intensification of consumption in globalization, we can see the emergence of a phenomenon of resignification and subversion of intentionality, in the field of fashion, which highlights its function of social distinction, caused by the division of social classes in capitalist society. In this process, individuals from Brazilian ghettos, being protagonist social actors who create narratives and produce new knowledge and ways of doing things, conceive authentic ways of relating to fashion, adapting it to their reality and everyday life. In the city of Salvador, capital of Bahia, fashion undergoes adaptations that involve climatic and ancestry factors. From the ghetto of Salvador, movements and social actions emerge that propose new perspectives on fashion. Thus, this research takes as its object fashion-clothing design in the ghetto of Salvador - Bahia. To this end, we sought to answer the following research question: what are the contributions of fashion-clothing design in the ghetto of Salvador - Bahia? To answer this research question, our general objective is to: identify the contributions of fashion-clothing design in the ghetto of Salvador - Bahia. To develop reflections and arguments around this research, we present here a research with an exploratory and qualitative approach, based on a theoretical review of the themes that permeate the object studied, such as fashion and design, in addition to interviewing subjects in the field of fashion-clothing from the ghetto of Salvador. It was evident that the fashion created by the ghetto provides contributions to the industry as a whole. These creations bring a new aesthetic, a new language and a new way of representing fashion. Furthermore, many brands owned by entrepreneurs have a social and environmental concern in their production processes, valuing sustainability and promoting social innovation actions. The results obtained also demonstrate that fashion-clothing design, through entrepreneurship, in the ghetto of Salvador, brings contributions to these places by enabling new types of generation of social value, through creativity and the creation of new meanings and collective opportunities, which, when linked to social innovation actions, such as sustainability and effective collaborative processes, can demonstrate even deeper results.