A moda brasileira pode muito mais: sociedade e sustentabilidade cultural em Ronaldo Fraga

Abstract

The meanings attributed to fashion may be associated with patterns to be followed, representation of inequalities, differentiation of groups and values, emphasizing power relationship, expression of culture or representation of a planned obsolescence process. On the other hand, because of its representativeness and extent, fashion may also come together with sustainability in its various aspects, such as environmental, economic, social and cultural ones. Thus, rethinking processes to produce fashion, from a sustainable perspective, has become relevant to the professionals of the area recently when these reflections are more present. This research proposes the identification of elements of the relationship between fashion and sustainability through the analysis of the work developed by Brazilian stylist Ronaldo Fraga, focusing on the cultural perspective of sustainability. Fraga's work contains important aspects that contribute to thinking sustainability in fashion, beyond the material and procedural aspects of production. From this perspective, all the 42 collections presented by the designer from 1996 to 2016 were analyzed. A documentary research was carried out through collections releases, institutional videos, photographic images and videos of fashion shows. For bibliographical research, articles, dissertations, and theses about the work developed by Ronaldo Fraga were used, in addition to the theoretics pertinent to the themes treated in this work. Qualitative research was based on content analysis for the data treatment. Therefore, the results were discussed through categories created from the analysis of Fraga's collections. Based on the collected data, it was possible to interpret aspects that signaled for a reflection on sustainability, as well as to recognize that the human and cultural factor is increasingly important in this concept. Hence, fashion can contribute to keeping a culture alive, and sustaining a culture is sustaining humanity. With this research, it was possible to affirm that the work of the stylist Ronaldo Fraga collaborates in the construction of a path to sustainability in fashion from a sociocultural perspective.