“PRETINHO BÁSICO”: Uma análise de textos dos veículos Estadão, Folha de São Paulo, Elle e Vogue sobre o negro na marca LAB no SPFW

Abstract

This work is based on racial studies and discusses the reality of the black community in Brazil. Twenty-three Journalistic articles about the fashion label LAB, owned by two Brazilian singers: Emicida and Fióti, are used as case studies. The research aims to understand the representations built around the black people of fashion label, that in the 42nd, 43rd and 44th editions of São Paulo Fashion Week brought to the catwalk around ninety percent black models. The articles analyzed were taken from the websites Elle, Vogue, Estadão and Folha de São Paulo, they all refer to the LAB's parade in 2016 and 2017. The texts were divided into two themes: the participation of the brand in the event and the episode of racism experienced by one of the owners shortly after the last parade. It was possible to conclude that, although blacks have been exalted in the analyzed articles, racism, supposedly veiled, still exists in Brazil. The main concepts worked here are: race, racism, representation, empowerment and place of speech. The ideas of Lilia Schwarcz, Silvio Almeida, Djamila Ribeiro, Joice Berth, Stuart Hall, Ruth Joffily, Laurence Bardin, among others are used as theoretical support.