O futuro narrado agora: um estudo do FFW sobre a relação do jornalista de moda com o coolhunter

Abstract

This paper investigates the role of the fashion journalist in the different phases of a trend's cycle, from the perspective of coolhunting. To this end, Yin's (2001) case study methodology was adopted, based on the analysis of articles about Miu Miu published by the FFW portal, in order to map out the roles played by the journalist throughout the process of introduction, rise, culmination, decline and obsolescence of a trend. Initially, a theoretical overview of fashion journalism and its relationship with the phenomenon of trends is presented, exploring concepts such as trend forecasting and the role of the coolhunter. This is followed by a detailed analysis of the selected articles, identifying how journalists play specific roles, such as producer, observer, mediator, legitimizer and opinionator. The research shows that journalists not only follow and interpret trends, but also influence their dissemination and re-signification over time. Finally, the results obtained indicate that journalistic activity in the trend cycle is directly aligned with coolhunting practices, highlighting the relevance of this professional in the construction and legitimization of the fashion market.