<?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>S2184-12842025000102006</article-id>
<article-id pub-id-type="doi">10.21814/vista.6101</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[O Setor da Moda na Conjuntura Pandémica da COVID-19: O Caso da Apropriação da Máscara Medicinal]]></article-title>
<article-title xml:lang="en"><![CDATA[The Fashion Industry During the COVID-19 Pandemic: The Case of the Appropriation of Medical Mask]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gaspar]]></surname>
<given-names><![CDATA[Sara]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Norogrando]]></surname>
<given-names><![CDATA[Rafaela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Camilo]]></surname>
<given-names><![CDATA[Eduardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade da Beira Interior Faculdade de Artes e Letras Departamento de Comunicação, Filosofia e Política]]></institution>
<addr-line><![CDATA[Covilhã ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade da Beira Interior Faculdade de Artes e Letras Departamento de Artes]]></institution>
<addr-line><![CDATA[Covilhã ]]></addr-line>
<country>Portugal</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=S2184-12842025000102006&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-12842025000102006&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-12842025000102006&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este trabalho apresenta o setor da moda, com foco na sua adaptação e reconfiguração, como expressão social, cultural e artística, durante a conjuntura pandémica da COVID-19, que se instalou e se propagou pelo mundo a partir do ano de 2019. Na sua essência multidisciplinar e sob diversas perspetivas, a moda promove a criatividade, através de uma linguagem rica em significações com novas formas de comunicação e de conectividade, refletindo-se no design, na publicidade e no marketing. Os objetivos desta pesquisa passam, primeiramente, pela identificação das diversas estratégias utilizadas na adaptação do setor à comunidade perante uma crise de saúde pública; de seguida, pela análise e pelo reconhecimento do impacto que a apropriação do objeto-máscara medicinal teve na moda, em contexto da pandemia da COVID-19; posteriormente, a identificação dos diferentes tipos de produções da máscara, após a sua apropriação pela moda; e, por fim, o reconhecimento dos estatutos simbólicos que o objeto-máscara adquire, após a sua apropriação e ressignificação pela moda. Para esta análise é utilizada uma abordagem qualitativa, combinada com a revisão de artigos científicos, relatórios de mercado e entrevistas publicadas de profissionais da área da indústria da moda. Este estudo pretende contribuir para a apresentação e explicação de estratégias de comunicação em moda, realçando a capacidade de adaptabilidade do setor. Da mesma forma, a investigação enriquece os processos da semiótica da moda, propondo uma categorização de diferentes tipos de produções, assim como os estatutos simbólicos que o objeto-máscara adquire.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper presents the fashion industry, focusing on its adaptation and reconfiguration as a social, cultural, and artistic expression during the COVID-19 pandemic, which began and spread throughout the world in 2019. In its multi-disciplinary essence and from various perspectives, fashion promotes creativity through a language rich in significations with new forms of communication and connectivity, reflected in design, advertising and marketing. The goals of this research are, first, to identify the various strategies used in the sector&#8217;s adaptation to the community in the face of a public health crisis; second, to analyse and recognise the impact that the appropriation of the medical mask as an object has had on fashion in the context of the pandemic; third, to identify the different types of mask production after their appropriation by fashion; and, finally, to recognise the symbolic status that the mask object acquires after its appropriation and re-signification by fashion. For this analysis, a qualitative approach is used, combined with a review of scientific papers, market reports and published interviews with professionals in fashion industry. This study aims to contribute to the presentation and explanation of communication strategies in fashion, highlighting its capacity for adaptability. Similarly, the research enhances the processes of fashion semiotics, proposing a categorisation of different types of productions, and the symbolic statuses that the mask-object acquires.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[moda]]></kwd>
<kwd lng="pt"><![CDATA[setor]]></kwd>
<kwd lng="pt"><![CDATA[pandemia]]></kwd>
<kwd lng="pt"><![CDATA[apropriação]]></kwd>
<kwd lng="pt"><![CDATA[máscara]]></kwd>
<kwd lng="en"><![CDATA[fashion]]></kwd>
<kwd lng="en"><![CDATA[sector]]></kwd>
<kwd lng="en"><![CDATA[pandemic]]></kwd>
<kwd lng="en"><![CDATA[appropriation]]></kwd>
<kwd lng="en"><![CDATA[mask]]></kwd>
</kwd-group>
</article-meta>
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