Moda, publicidade & audiovisualidades: o avanço da moda slow fashion no mundo

Abstract

Fashion is an aesthetic representation of the values and behaviors of each and every individual of a society. Filled with identifying elements, fashion is ever-changing and constantly updating itself, often representing the past and the unfolding present and culture of a society. Through fashion, it is possible to understand the course of a nation and its history. To be invested in the ever-changing fashion landscape is to participate in the representation of the nation and to be part of a select group of individuals that emanate personality and style. A display that demonstrates authenticity through the search of conceptual meaning that involves: forms, figures, and colors; that awakens feelings and emotional connections, both conscious and, above all, unconscious. This can be seen through its advances, histories, and garments. As both an adaptable and fluid medium, fashion has been continuously restructured since the beginning of the millennium due to declining resource availability and a growing shift towards sustainability and conscious usage, with COVID19 only accelerating the process. The market needed to reinvent itself, not only in the means of production but also in the means of advertising and commercializing their own products, with much of the customer-to-company communication happening through social media platforms. Consequently, based on theories from fulano fulano fulano (1994) and others, this end of term project will revolve around the composition of an audiovisual institutional content product: a reflective, contemporary, video documentary that aims to demonstrate, through a contemporary medium, the changes in fashion like the genesis of slow fashion, no gender, and sustainability. The proposition includes the questioning and the dialogue between fashion, publicity, and the audiovisual, looking specifically at the advances of slow fashion made in Goiás and in Brazil. Utilizing the action research method, where the project will be developed through interviews, stylists, fashion entrepreneurs, students and enthusiasts will be part of this audiovisual project with an estimated date of completion in December of 2021.