The modern woman goes to Hollywood: femininity representation in the fashion editorial of Rhodia Têxtil in partnership with Claudia magazine (April 1967)

ABSTRACT

Claudia magazine, launched by Editora Abril in 1961, was developed in connection with aspects of modernization of Brazilian society and its consumer society constitution. Bringing the proposal to be the magazine “friend of the modern woman”, the periodical merged in its pages the traditional models of femininity and the changes brought by new times. Therefore, this article aims to analyze the image of the “modern woman” in the fashion editorial in partnership with Rhodia Têxtil published in April 1967. Seeking to understand how the publication used fashion photography to build an image of this woman based on consumption and modernity during a period in which Brazil underwent through political, economic, social and cultural transformations, this work aims to contribute to the studies of visual culture and gender in the country.

KEYWORDS:
Claudia; Visual culture; Photography; Modern woman