Journal of the Fashion area linked to the Graduate Program in Fashion, at the Arts, Design and Fashion Center of the University of Santa Catarina State (UDESC) ISSN: 1982-615x Frequency: continuous Year of creation: 2008
Universidade do Estado de Santa Catarina
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Diversity in Avatars: challenges and perspectives in representing bodies in digital fashion
The present research aims to analyze the representation of human body diversity in avatars of 3D modeling systems designed for the fashion market, emphasizing the inclusion of different ethnicities and body types. Based on a traditional literature review, it adopts the methodology of visual message analysis proposed by Sanches (2017; 2012) to examine social media publications, such as Instagram and LinkedIn, using a qualitative and descriptive approach. The analysis of the results highlights the growing popularity of 3D fashion, the perspective of color-blind intersectionality, and digital exclusion resulting from the lack of representativity in available avatars. Furthermore, the predominance of Eurocentric beauty standards is observed in the construction of these avatars, with limited diversity in terms of skin color and physical features. Finally, the research emphasizes the urgent need for greater inclusion and plural representation in digital fashion, suggesting that designers and 3D artists adopt practices that better reflect the diversity of contemporary society.
Copyright (c) 2026 Macivaldo Santana dos Santos, Daniela Novelli, Walter Dutra da Silveira Neto, Lucas da Rosa http://creativecommons.org/licenses/by-nc/4.0
Building connections: co-creation experiences as an affective branding strategy in children's fashion
This article aims to understand how consumer content co-creation contributes to emotional engagement, a sense of belonging, and the symbolic strengthening of a brand. The research, of a qualitative and descriptive nature, was conducted with 14 families who participated in photographic campaigns promoted by the brand LOK, in which parents were invited to create original images of their children wearing apparel from the new collection. The responses were analyzed in light of theoretical frameworks on branding, brand experience, identification, co-creation, and consumer behavior. The results suggest that participants felt free to create and emotionally connected to the brand, and that co-creation functioned as a catalyst for symbolic bond and loyalty. The study also highlights the potential of collaborative strategies for small fashion brands. Finally, the study outlines its limitations and suggests directions for future research.
Copyright (c) 2026 Isadora Heusi Santos, Henrique de Souza Goulart, Célio Teodorico Santos http://creativecommons.org/licenses/by-nc/4.0
Fashion and Clothing in Healthcare: perceptions on uses, meanings, and impacts
Clothing, in addition to expressing aesthetic and cultural aspects, also influences issues related to physical and emotional health. However, the role of clothing as a form of self-care is rarely considered, creating a gap between fashion and health. This article aims to understand how healthcare professionals perceive fashion and clothing in the context of healthcare, considering symbolic, functional, and environmental dimensions. This knowledge is relevant to understanding how healthcare practice can contribute to the creation of products and strategies aimed at health promotion. The qualitative research used semi-structured interviews with eleven professionals from different healthcare fields, whose accounts were analyzed using content analysis. Five categories emerged: functionality and comfort; hygiene, safety, and prevention; identity and self-esteem; motivation and therapeutic goals; and environmental perception of clothing. The results indicate that clothing influences perceptions of comfort, identity, and well-being, as well as acting as support in rehabilitation processes, self-esteem, and autonomy. In some cases, interviewees reported using clothing as a tool for therapeutic mediation or to stimulate self-care. On the other hand, a lack of awareness was observed regarding the environmental impacts of clothing production and disposal, indicating the need to broaden the dialogue between fashion, health, and sustainability. It is concluded that clothing should be recognized as an active element in care practices, reinforcing the dialogue between fashion and health and contributing to the training of professionals, encouraging the creation of products more sensitive to human needs.
Copyright (c) 2026 Marcio José Silva, Lucas França Garcia, Leonardo Pestillo de Oliveira http://creativecommons.org/licenses/by-nc/4.0