Moda urbana brasileira em Paris: estratégias simbólicas e comunicacionais do Je M'Appelle Brasil

Abstract

Held during Paris Fashion Week in 2023 and 2024, the Je M'appelle Brasil event was sponsored by major Brazilian brands such as Heineken and Ipiranga and featured the participation of prominent names in Brazilian urban fashion. This article seeks to answer the following question: What are the communication strategies adopted by the Je M'appelle Brasil collective for the inclusion and valorization of Brazilian urban fashion in the global fashion circuit? The motivation for this research arises from the need to understand how cultural and media actions can contribute to the appreciation and projection of local identities within the global fashion context. By bringing together independent designers, authorial brands, and urban Brazilian expressions, the event has become a showcase for visual and aesthetic narratives that challenge hegemonic standards and bring fashion closer to the country’s peripheral and social realities. A qualitative methodology was adopted, focusing on a case study complemented by bibliographic and documentary research, as well as content analysis of social media and specialized media outlets. The results indicate that Je M'appelle Brasil has acted as a catalyst for international visibility, promoting the identity of Brazilian urban fashion in an authentic, accessible, and politically engaged way.