A moda no interior de Minas Gerais: uma análise de Lavras na década de 1980 e seus diálogos com a novela Roque Santeiro

Abstract

This work stems from an understanding of fashion as a dynamic phenomenon that extends beyond large urban centers, being influenced by political, economic, and cultural aspects. The research presents an overview of fashion in the 1980s, considering the role of television as an important disseminator of consumer behaviors and aesthetics, especially in a context marked by Brazilian redemocratization. In this scenario, telenovelas emerge as central elements in the construction of imaginaries, values, and desires related to fashion. The study investigates the context of the city of Lavras, in Minas Gerais, during the 1980s, analyzing the dialogues established between local fashion and that presented in the telenovela Roque Santeiro (1985), broadcast by Rede Globo de Televisão in 1985. The research adopts a qualitative methodology, with an emphasis on documentary analysis and historical research, based on the reading of articles, fashion magazines of the time, and the analysis of costumes from the selected telenovela. Furthermore, it draws on family and institutional collections, such as that of the Bi Moreira Museum, in order to investigate how trends conveyed by the media were appropriated, reinterpreted, or resisted by local populations.