Parcerias fortalecendo identidades: um estudo sobre collabs entre artistas e marcas no contexto da moda na atualidade

Abstract

The present work aims to understand the importance of partnerships in today's market from the perspective of collabs. The issues surrounding this concept and its possibilities for strategic use are studied, especially by fashion brands in a relationship with art, giving greater visibility to artists, thus allowing a rich and broad communicational approach to a new consumer. These partnerships are not limited to just selling products, but also encompass collaborative projects that transcend the world of consumption in the current scenario. At the end, cases involving collabs between artists and fashion brands are presented, from the perspective of content analysis. The aim is to understand the dynamics involved in the partnership between brand and artist, aligning work that involves the functioning of the market, in search of greater recognition and visibility. Through these collaborations, brands position themselves differently in the market, while artists expand the impact of their work on the public, strengthening identities. Thus, in this study of collaborations today, a vivid portrait emerges of how collaboration between artists and brands not only drives creative innovation, but also redefines the boundaries of brand corporate identity and artistic expression in the age of capitalism. [resumo fornecido pelo autor]