Globalização, atualização e permanência de um estilo

Coco Chanel

Abstract

The permanence of Chanel style and its dissemination are verifiable nowadays in popular stores and through signs that feature the brand, phenomenon explained by the marketing globalization, appointed by Canclini (1996, 2007) and Hall (2006), and by discussions about consumption and identity raised by Bauman (2008). This paper analyses the development of Chanel style and its signs, resuming the stylist’s biographic data, appointed by Greenhalgh (2010), Karbo (2010), Moreira (2002) e Picardie (2011), and supports the argument of a perennial style, not only in historical aspects, referring to installation and statement of the griffe on the market, but also an empirical research, through wich it’s possible to identify gods that imitates the originals or get inspired in its style. Photographs from popular markets in Porto Alegre are brought to exemplify, through Chanel style, the accession, of the contemporaneity, to multiple identity pattenrs.