Olly Reinheimer: Brazilian fashion invention through the dialetics between nature and culture

• Autor(a) principal: Reinheimer, Patrícia
• Data de Publicação: 2015
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista dObra[s]
• Texto Completo: https://dobras.emnuvens.com.br/dobras/article/view/104
• topic: art; fashion; Ipanema.; arte; moda; Ipanema.

ISeveral changes in the second half of the twentieth century influenced the transformation of values and contributed to the reinvention of identities and lifestyles. In Brazil, clothes represented here by the work of Olly Reinheimer was essential in this process. Young people and women appear mainly in the 1960s as relevant categories in terms of consumption and the labor market. Ipanema and Copacabana were transformed into a metonymy of cultural modernity sung through the Bossa Nova songs, with the support of modern art institutions that arose in Brazil. The discourses over Olly’s clothes and also about decoration and graphic design show how the relationship with space − in its many meanings − seemed to be one of the keynotes of this transformation.