O Fashion Film como uma ferramenta de divulgação da moda agênero

Abstract

The present article proposes to investigate how fashion reproduces social conventions, but has also enabled the emergence of the genderless concept and gives continuity to the production of fashion films as a dissemination strategy, now directed to social networks. Methodologically, we anchored ourselves in a bibliographic review and in a brief survey of brands (national, foreign and one from Goiânia/GO), which defend this positioning. We start from the hypothesis that the articulation between fashion and audiovisual advertising can create different representations, thus also expanding the forms of relationship with the public. From the descriptive analysis of advertising campaigns and profiles of these brands on Instagram, it was found that, although genderless fashion is capable of presenting the plurality of bodies and subjectivities, in practice, this concept is still concentrated in large cities, highlights thin and young bodies and is generally aimed at the middle/upper class consumers.