<?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>2184-1284</journal-id>
<journal-title><![CDATA[Vista. Revista de Cultura Visual]]></journal-title>
<abbrev-journal-title><![CDATA[Vista]]></abbrev-journal-title>
<issn>2184-1284</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-12842025000102002</article-id>
<article-id pub-id-type="doi">10.21814/vista.6182</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[De Gianni a Donatella: O Imaginário Perpetuado na Versace]]></article-title>
<article-title xml:lang="en"><![CDATA[From Gianni to Donatella: The Perpetuated Imaginary at Versace]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vieira]]></surname>
<given-names><![CDATA[Suellen Cristina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Aguiar]]></surname>
<given-names><![CDATA[Beatriz]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade do Sul de Santa Catarina Programa de Pós-Graduação em Ciências da Linguagem ]]></institution>
<addr-line><![CDATA[Tubarão ]]></addr-line>
<country>Brasil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade do Sul de Santa Catarina  ]]></institution>
<addr-line><![CDATA[Tubarão ]]></addr-line>
<country>Brasil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>01</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>01</month>
<year>2025</year>
</pub-date>
<numero>15</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-12842025000102002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-12842025000102002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-12842025000102002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O presente estudo tem como metodologia a teoria do imaginário, apresentada por Gilbert Durand e Michel Maffesoli, aplicada no estudo da marca Versace. O objetivo central é compreender como o imaginário da grife foi perpetuado após a morte de seu fundador, Gianni Versace, assassinado em 1997, e sua substituição por Donatella Versace, então responsável pelas relações públicas da marca. A metodologia adota a análise hermenêutica simbólica, buscando identificar a projeção do imaginário da marca nas coleções dos estilistas. A articulação entre a imaginação simbólica e a hermenêutica possibilita responder aos questionamentos acerca do processo de criação e da continuidade da marca ao longo das décadas. Para tal, foram selecionadas oito imagens representativas das coleções de Gianni e Donatella, com o propósito de identificar os símbolos e processos criativos que conectam o passado e o presente da marca. A análise visa explorar a influência de Gianni no trabalho de Donatella, bem como o imaginário perpetuado na sociedade pós-moderna. Os resultados obtidos contribuem para o desenvolvimento de construções argumentativas, que ampliam o debate sobre a imaginação simbólica de maneira pluridisciplinar, fornecendo subsídios para futuras pesquisas, seja no campo do imaginário simbólico ou na história e continuidade da marca Versace.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study applies the theory of the imaginary, as developed by Gilbert Durand and Michel Maffesoli, to examine the Versace brand. The primary objective is to explore how the brand's imaginary has been sustained following the death of its founder, Gianni Versace, who was murdered in 1997, and the subsequent leadership of Donatella Versace, then responsible for the brand's public relations. The research employs a symbolic hermeneutic analysis to investigate how the brand's imagery is projected through its designers' collections. The interplay between symbolic imagination and hermeneutics provides insights into the creative process and the brand's continuity over time. To this end, eight representative images from Gianni and Donatella's collections were selected to identify the symbols and creative processes that bridge the brand's past and present. The analysis explores Gianni's enduring influence on Donatella's work and the perpetuation of the brand's imagery in postmodern society. The findings contribute to the broader academic discourse on symbolic imagination from a multidisciplinary perspective, offering a foundation for future research in both symbolic imagination and the historical continuity of the Versace brand.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[moda]]></kwd>
<kwd lng="pt"><![CDATA[imaginário social]]></kwd>
<kwd lng="pt"><![CDATA[Versace]]></kwd>
<kwd lng="pt"><![CDATA[marca]]></kwd>
<kwd lng="en"><![CDATA[fashion]]></kwd>
<kwd lng="en"><![CDATA[social imaginary]]></kwd>
<kwd lng="en"><![CDATA[Versace]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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