Yawanawá: the meeting with fashion design and globalization

Abstract

This article presents a theoretical discussion and a critical analysis of the Yawanawá amazonian indigenous people´s relationship with globalization in the political, social and economic spheres. In addition, it explores the dialogue established between this indigenous people and Fashion Design, with a specific focus on its collaboration with the carioca brand FARM, and the implications revealed by this connection. As theoretical references are used the authors Néstor García Canclini, Renato Ortiz and Alberto Cipiniuk, besides being done an analysis of some partnership’s products and their presentation as well as an observation in loco of one of the brand’s international stores. We seek to investigate the dynamics of this relationship as a central object to understand the issue of identity and “brazilianness” as construction and value of differentiation in a fashion product, as well as the discursive power of a brand in the process of internationalization. Through this research we seek to understand how the Yawanawá people position themselves in the face of the challenges imposed by globalization, addressing the social, political and economic impacts that this relationship with the globalized world creates. We also investigate how a brand uses this relationship to generate visibility as well as to demonstrate social responsibility in its discourse and mark its positioning. When considering these aspects, the article seeks to shed light on the complexities of this relationship and its possible implications for the cultural identity of the Yawanawá people and the discursive power of the FARM fashion brand in a globalized scenario.