<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-0180</journal-id>
<journal-title><![CDATA[Convergências - Revista de Investigação e Ensino das Artes]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Convergências]]></abbrev-journal-title>
<issn>2184-0180</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Artes AplicadasInstituto Politécnico Castelo Branco]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-01802021000200103</article-id>
<article-id pub-id-type="doi">10.53681/c1514225187514391s.28.116</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Criação e Desenvolvimento de uma Marca de Moda com Propósito]]></article-title>
<article-title xml:lang="en"><![CDATA[Creation and Development of a Fashion Brand with Purpose]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Allgayer]]></surname>
<given-names><![CDATA[Milena Fernandes]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Kreutz]]></surname>
<given-names><![CDATA[Elizete de Azevedo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade do Vale do Taquari  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brasil</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>11</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>11</month>
<year>2021</year>
</pub-date>
<volume>14</volume>
<numero>28</numero>
<fpage>103</fpage>
<lpage>120</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-01802021000200103&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-01802021000200103&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-01802021000200103&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A moda, muitas vezes, é vista como algo fútil, direcionada a pessoas frívolas e abastadas. Contudo, cada vez mais, a moda toma caminhos que levam ao consumo consciente, à responsabilidade social e, acima de tudo, à inclusão social. A marca Milena Fernandes nasce em tempos de consciência e inclusão, em tempos de compartilhar valores positivos e de cultivar a alma por meio de seu propósito. O objetivo do presente artigo é descrever o processo, a criação e o desenvolvimento de uma marca de moda com propósito, bem como, sua primeira coleção, direcionada a todas as mulheres, mas que oferece alternativas para aquelas que lutam contra o câncer, que perderam o cabelo e/ou realizaram mastectomia radical. A metodologia utilizada para este estudo foi a qualitativa exploratória (Gil, 2010) e os instrumentos foram: pesquisa bibliográfica (Stumpf, 2015), pesquisa de internet (Yamaoka, 2015) e estudo de caso (Duarte, 2015). Já para a criação da marca, utilizamos a metodologia de construção de marcas mutantes (Kreutz, 2012). Como resultados, podemos afirmar que a moda é muito mais do que a exploração estético-mercadológica; ou seja, ela deve fazer sentido para as pessoas; por isso, os designers de moda devem repensar o seu papel na sociedade e atuar em prol dela.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Fashion is often seen as something futile, aimed at frivolous and wealthy people. However, more and more, fashion takes paths that lead to conscious consumption, to social responsibility and, above all, social inclusion. The brand Milena Fernandes emerges during times of consciousness and inclusion, in times of sharing positive values and cultivating the soul through its purpose. The objective of this article is to describe the process, creation and development of a fashion brand with purpose, as well as, its first collection, directed towards all women, but that also offers alternatives for those who battle cancer, who have lost their hair and/or underwent radical mastectomy. The methodology used for this study was qualitative exploratory (Gil, 2010) and the instruments were: bibliographical research (Stumpf, 2015), internet research (Yamaoka, 2015) and case study (Duarte, 2015). As for the creation of the brand, we used a mutant brand construction methodology (Kreutz, 2012). As results, we can affirm that brand is much more than aesthetic-market exploration; in other words, it must make sense to people; because of this, fashion designers should rethink their role in society and act on its behalf.]]></p></abstract>
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<kwd lng="pt"><![CDATA[moda]]></kwd>
<kwd lng="pt"><![CDATA[branding]]></kwd>
<kwd lng="pt"><![CDATA[propósito]]></kwd>
<kwd lng="pt"><![CDATA[inclusão]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
<kwd lng="en"><![CDATA[fashion]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
<kwd lng="en"><![CDATA[purpose]]></kwd>
<kwd lng="en"><![CDATA[inclusion]]></kwd>
</kwd-group>
</article-meta>
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