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From Rita, to Amélia

"De Rita para Amelia" emerged from the analysis of classic 40s sambas (Brazilian popular music) which contained sexists lyrics and encouraged violence against women.

The name itself is a message from woman to woman through times. Amélia is the submissive woman from the song “Ai! que saudade da Amélia”, Ataulfo Alves, from 1942. In which the singer says he misses Amélia because she is the “right woman” as she never complained at him, unlike his current wife. Rita is a woman first described in a Chico Buarque song but who finally got an active voice in the “answer” song by Ana Carolina from 2013, in which she says she doesn’t need any man because she is enough.

Through female samba composers who use their songs to deliver empowering messages, we seek to create a collection for women in samba nowadays. 6 looks, 10 parts.

 

Concepted and made by:

Beatriz Delgado, Isadora de Dios, Júlia Braga, Katarina Barroso​ 

Models:  Beatriz Delgado, Carolina Rodrigues, Sabrina Reis

Photographer: Hildemar Terceiro

Amelia was married and a housewife.
she would iron, wash and make lunch
Amelia was the ideal woman.
The dream of any young man

 

Amelia one day started working out
Contrary to her furious husband
The women saw the independence of Amelia
They ran behind causing a great uproar

 

Amelia tired of her husband's actions
Amelia wanted to work in the city.
Amelia did not want to be Amelia anymore
Amelia wanted to be a real woman.

It's a pity that Amelia did not know Rita
Rita the empowered woman
Whom does not let herself down
Rita the woman's inspiration

t's with women like Rita that we're going to work
Women who do not deny samba
Women who do not deny their wills
Women who do not deny their vanities

Women going to face the fight
Who knows what they want
Warriors women 
That can be whatever they want

In samba, it would not be different
The woman is recurring
Amelia and Rita are forming a chain
Strengthening the position of an independent woman

Through clothing
We seek to translate the user
In typography, graphics or rereading
Let's transform the culture

LOGO .png

Moulage

The moulage was created inspired by the clothes of the 1940s (the period of sambas with sexist and aggressive content that we use as a basis), and created new “rereading” versions, adapted to the current times.

Stamps

The prints were inspired by the accounts of the baianas (people from the State of Bahia, in the northeast of the country), symbol of resistance and feminine empowerment within the world of samba. The samba origins are deeply connected to the Umbanda, brazilian-african religion. Each stamp is inspired by one feminine Orixá (the Umbanda Goddess and Gods)

In addition, elements that represented the woman were used in order to value them without creating stereotypes. The hair was the main inspiration, since it’s a strong form of empowerment for women specially in samba, where most of the women are black or have African ancestors.

Branding

Logo, packaging and TAGs (fixed and removable).

Detalhe Short
Detalhe Short
Detalhe estampa Iansã
Detalhe estampa Iansã
Detalhe estampa Iansã
Detalhe estampa Iansã
Detalhe estampa Iansã (body)
Detalhe estampa Iansã (body)
Detalhe calça
Detalhe calça
Detalhe calça
Detalhe calça
Detalhe estampa Iemanjá
Detalhe estampa Iemanjá
Detalhe estampa Iemanjá
Detalhe estampa Iemanjá
Detalhe estampa Iemanjá (blusa)
Detalhe estampa Iemanjá (blusa)
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