A popularização da moda nos anos 1990 e 2000 por meio das revendedoras dos catálogos Hermes

Abstract

Catalogs are considered showcases, with high impact power, as images influence consumption, stimulating wants and needs. The Brazilian company Hermes stood out in the late 20th century with retail fashion, through catalog resellers. Its importance is not only due to the sale of accessible products, but also to the popularization of fashion in Brazil, by expanding access to TV sets, spreading the image of fashion portrayed in soap operas and influenced by celebrities of all social levels. Reselling through catalogs, although constituting precarious work, was a tool for women from the poorest classes to supplement family income, in addition to promoting integration and socialization among women. Based on the above, the study will be carried out with the aim of analyzing the diffusion of fashion in popular Hermes catalogs and its social role mainly in relation to women, appearance, work and sociability. The methodology will be through bibliographic research and focused interview, applied specifically to resellers of products by catalog.