Uma marca de moda sustentável na economia capitalista: um estudo de caso da marca Flávia Aranha

Abstract

The sustainable fashion brand Flavia Aranha is a company identified in the slow fashion movement, a slow production method that follows the four pillars of sustainability: environmental, cultural, social and economic, and thus, is the support for this study. The present paper consists of a case study with approaches in the concepts of sustainability, sustainable development, the relationship between fashion and the environment and the characteristics of a sustainable fashion brand, besides the case study of the brand in question. We investigated the alternative techniques practiced by the company, as natural dyeing and botanical printing, as well its values, which are fair trade, slow fashion and environmental responsibility, to understand the construction of a sustainable fashion brand. We observe the consolidation of the business model with slow production, exercised by the company, in a scenario where fast fashion dominates. Thus, we contemplate the challenges and actions of the brand to enter into a fashion market based on accelerated production. The methodology used was the bibliographical and documentary research, in addition to a structured interview, with the purpose of presenting the characteristics of the sustainable fashion brand Flavia Aranha. In this way, we observe that the company is attentive to its values and does not deviate from its own due to the capitalist market with high productivity, where it is. However, the brand needs the market to survive and to make the business viable, so it produces for a specific niche market.