Abstract: Synthetic Fibers and the "Clothing Revolution": Art, "Haute-Couture," and Popular Culture in Fashion Advertising in Brazil in the 1960s

Maria Bonadio

Abstract

In 1958 Rhodia Textiles (the Brazilian branch of the French company Rhône-Poulenc) acquired the patents for and initiated the production, in Brazil, of fabrics and synthetic fibers. In order to promote in the domestic market the products which would be manufactured from these fibers, the company promoted a policy of advertising based in the production of fashion editorials, published in the main Brazilian magazines between 1960 and 1970.