Abstract
This paper has as objective to characterize the appropriation of the iconography for the fashion in a very mixed relationship. The success of the models fashioned, provides a new support for exhibition of catholic saint images that, through a exchange highly symbolic makes possible to the young segment to dare in the look at the same time that it grants to the sacred a rejuvenation opportunity to get closer and inserted in the society of the spectacular or hipermodern according to Guy Debord and Gilles Lipovetsky.
Highlights
objective to characterize the appropriation of the iconography for the fashion
symbolic makes possible to the young segment to dare in the look
it grants to the sacred a rejuvenation opportunity to get
Summary
Este trabalho tem como objetivo caracterizar a apropriação da iconografia pela moda em uma relação muito além de sincrética. O sucesso dos modelitos fashion, proporciona um novo suporte para exibição de imagens de “santos” e “santas”, que por meio de uma relação de troca altamente simbólica, possibilita ao segmento jovem ousar no visual, ao mesmo tempo em que concede ao sagrado uma oportunidade de rejuvenescimento, de aproximação e inserção na sociedade do “espetáculo” ou “hipermoderna”, segundo Guy Debord e Gilles Lipovetsky. Palavras-chave: comunicação; santos; moda; cultura do consumo; hipermodernidade
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