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Abstract(s)
O feminismo em coerência com a moda incentivou as mudanças sociais fossem alcançadas. As saias foram substituídas por calças, permitindo a liberdade das mulheres e o mundo masculino foi abrindo portas para a participação das mulheres na política. As marcas de moda renomeadas, como a Chanel e a Dior, têm um papel relevante nas contribuições sociais, uma vez que a sua representatividade e alcance são bastante amplos. Nesta linha de pensamento é possível assumir que a história de ambas as marcas e as conquistas das mulheres encontram-se interligadas. Consequentemente, as convicções destas marcas, ao irem de encontro com o feminismo, permitem que a relação entre o poder e as mulheres seja maior. Esta visão futurista é fundamentada no posicionamento social da Chanel e Dior e nas duas diretoras criativas das marcas, uma vez que o mundo da moda é, ainda, controlado por homens. Assim sendo, este estudo visa estabelecer a ligação entre o feminismo e o posicionamento social de ambas as marcas e as suas possíveis contribuições sociais. Para tal, a metodologia que melhor se adapta é a pesquisa qualitativa com cariz exploratório, tendo em atenção a análise documental, uma vez que capacita a recolha e interpretação de documentos, com o intuito de clarificar a ligação de mútua influência de ambos os conceitos.
Feminism alongside fashion has enabled social changes to be achieved. Skirts have been replaced by pants, allowing female freedom to take place and the male world began to adapt itself for the inclusion of women in politics. Renowned fashion brands like Chanel and Dior have an important role around social contributions, inasmuch as their representativeness and reach are wide. In this line of thought it is reasonable to assume the history of both brands and achievements of women are interconnected. In consequence the conviction of these brands, when according to feminism, make way for the relationship between power and the women to grow. This futurist vision is based in social positioning of Chanel and Dior and their two creative directors once the fashion world is, as of yet, still controlled by men. Therefore, this research is intended to establish the bond between feminism and the social positioning of both brands and their respective social contributions. Taking this into account, the methodology that best fits this intent is the descriptive research with qualitative nature, having into account the documental analysis, since it allows the gather and the interpretation of documents in order to clarify the connection of mutual influence from both concepts.
Feminism alongside fashion has enabled social changes to be achieved. Skirts have been replaced by pants, allowing female freedom to take place and the male world began to adapt itself for the inclusion of women in politics. Renowned fashion brands like Chanel and Dior have an important role around social contributions, inasmuch as their representativeness and reach are wide. In this line of thought it is reasonable to assume the history of both brands and achievements of women are interconnected. In consequence the conviction of these brands, when according to feminism, make way for the relationship between power and the women to grow. This futurist vision is based in social positioning of Chanel and Dior and their two creative directors once the fashion world is, as of yet, still controlled by men. Therefore, this research is intended to establish the bond between feminism and the social positioning of both brands and their respective social contributions. Taking this into account, the methodology that best fits this intent is the descriptive research with qualitative nature, having into account the documental analysis, since it allows the gather and the interpretation of documents in order to clarify the connection of mutual influence from both concepts.
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Keywords
feminismo manifestações sociais diretores criativos posicionamento social Chanel e Dior feminism social manifestations creative directors social positioning