Moda noiva sob medida no Brasil: cultura material e estudo de caso do ateliê Belina

Abstract

This article reflects on bespoke bridal fashion in Brazil through a case study of the Belina atelier, located in Rio de Janeiro. Initially, it presents a brief historical context of the wedding dress and the development of this segment as a niche within the fashion industry, discussing, in light of late capitalism, possible challenges faced by artisanal creation and production processes. Subsequently, it seeks to understand the organizational, productive, and symbolic characteristics of this market niche and the atelier under investigation, establishing connections between the observed processes and those described in the literature on haute couture, without intending to establish equivalences between distinct contexts. The research also discusses aspects related to the appreciation of specialized work, the construction of value in the bridal fashion segment, and the tensions that permeate its production chain. The case study allowed for an understanding of the complexity of this market and highlighted elements that contribute to the discussion on bespoke production and the luxury segment in Brazilian fashion.