Estéticas de vanguarda na moda masculina: o verniz da transgressão e a complexidade da quebra de paradigmas

The offending speech is a recurring tool in the fashion phenomenon. This is supported by the fact that fashion places the new always as an improved version of what is laid today. Based on the concept of avant-garde applied to the arts, whether to show (a) how the discourse of paradigms break can function as a veneer trying to disguise stereotyped and prejudiced discourses and (b) that the avant-garde texts developed by fashion bring a complex aesthetic which produces a major breakdown of the relationship of individuals with their ways of consuming, proposing a new kind of symbolization of the opinion/be at the expense of manufactured ethos. Through a hermeneutic analysis, this study aims to investigate some aesthetic of contemporary fashion campaigns and editorials in order to exemplify “texts” acting in proposing new masculinity formats in order to identify maintenance meanings of social norms or more real attempts cutting-edge speeches. As an analytical tool, the Depth Hermeneutics is applied (HP), developed by Thompson (2011), the theoretical contributions about the consumer and their meanings developed by Lipovetsky (2007, 2009), Baudrillard (1972, 1976, 1981), art and culture studies (Bourdieu 1975, 2014) and also from feminist, queer and masculinity theories (Fuss, 1999; Butler, 2003). Keywords: fashion phenomenon, avant-garde aesthetics, consumption, culture, masculinities.