Fashion, female appearance and the revolution gray in Elle Brazil magazine

Abstract

The revolution gray movement is understood as a gender revolution, which starts from the construction and resignification of female appearance. It has an identity, political and individual character. It brings together women of different profiles, who wear white and gray hair, symbolizing liberation from social standards related to the “myth of beauty”, a theme discussed by Naomi Wolf, Gilles Lipovetsky, Anthony Giddens, Fialho e Miranda, Denise Araujo, Diana Neves and Aires and Lopes. We sought to identify and cha- racterize its eventual reach in the fashion industry. Ethnographic case study involving the image content and textual content of 400 volumes of the magazine Elle Brazil. The proce- dural and ascending reach is observed, starting from the discreet initial presence, follo- wed by its visibility, expansion, legitimacy and signs of naturalization. The tone appears in the various segments of the magazine. The culmination of the insertion is the creation of the so-called gray look as a trend and fashion product, adopted by young fashionistas and celebrities in an artificial way.