Jornalismo de moda made in Brazil: características da prática

Understanding fashion journalism by associating the natures of journalism and fashion is one of the proposals of this article, as well as punctuating elementary particularities of the practice. We start from a theoretical discussion with the characteristics to define the science of the newspapers coined by Otto Groth and Luiz Beltrao, approaching them to the studies in fashion with the support of the work of Gilles Lipovetsky and Lars Svendsen. Then, we discern journalism about fashion from fashion journalism and present some typologies of this journalistic content: (i) trend, (ii) service, (iii) behavior (Joffily, 1991), and (iv) celebrities (Hinerasky, 2006; Flores, 2008). Finally, we list four essential characteristics of fashion journalism in Brazil: (i) Supremacy of the image, (ii) Reference text, (iii) Foreignism and Neologism, and, finally, (iv) Interpretation and Opinion. The proposal is an essay to define the practice and contribute to future studies in the area. Keywords: fashion journalism, journalism about fashion, journalism studies.