The chance to represent and include people who still do not occupy the space they deserve in campaigns and projects presents a great challenge. But it is precisely because it is so challenging that it is such a powerful opportunity to rethink creativity in Brazil. For those who see opportunity in this context, it is essential to understand that we need more than just inclusive discourse – we need inclusive practice, forging ties with the people who actually live these under-represented realities.
In its strength as a record and story of our culture, music is a language that helps us understand Brazilian behavior and conditions. In Brazil, music blurs the boundaries between the traditional and the cutting edge. Brazilian artistic expression, beyond the obvious social and geographical connections, brings unknown worlds closer together. The sound allows us to really feel the power of decentralization.
The growth of conservatism has frightened many who once believed that the world had advanced in terms of human and civil rights. But the Tombamento Generation is taking the spotlight: a new wave of singers whose work is united by the representative force of society’s key issues — race, gender, and sexuality. This group of artists and their audience together strive to break down the standards of common sense.
How do we know where our food comes from? How can we live in harmony alongside people who are different to us? How can we practice sustainability in everyday life? Indigenous villages, riparian, quilombola, and backcountry communities, rural plantations, hybrid countryside, urban outskirts, the ignored populational centers: the answers to these questions arise in the everyday practices of those who understand that it is necessary to invent and express themselves in new ways . When the so-called peripheries reach the consumption behavior of Brazilians, it is time to ask ourselves: who influences who?
It’s time to step out of the comfort zone and go beyond the comprehension of market shares, income range or social class; it’s time to start thinking about affinities and, most important of all, people. Unclassed is a behaviour tendency in which people become the protagonists of their own actions, they don’t want to simply appropriate ideals of the higher social strata anymore.
When gender identity enters the popular discussion subject, and markets that move trillions start paying attention to this matters, it is natural that the discussion clearly influences how companies will communicate and position their products from now on. Dictating how each gender must relate to consumption will be an act increasingly hated by the public, that now understands this division as a sign of belatedness.
The notions of femininity and masculinity are being questioned and deconstructed in all areas, fashion included. It is a fertile ground for making a more diverse fashion culture. Up to now, most gender related fashion experiments happened to women’s clothing, but today gender blur invades the catwalk and shows that men’s fashion is going through a rich creative moment.
A lot is said about a “new feminism”, but it is not the first time this movement goes through a media boom. This time their big ally is the internet. Online environment, democracy and plurality friendly, makes the message against sexism echo from the vanguard to the mainstream, further and stronger.
Seriousness and expertise are not adult businesses. Energy and spontaneity are not teenager things. Get used to it: age stereotypes do not represent the contemporary world anymore. In media, music and fashion, teens are being depicted as personality icons rather than symbols of inexperience.
Normcore is not a generational theory, not a flag, nor a large scale mass cultural phenomenon. It is not a THEORY, not a MOVEMENT. NORMCORE is, above all, a NOTION. An empathy feeling and a subtle opinion about what the human beings are living through these days. I can say, as one of the the people who helped create this concept, now that the NORMCORE hype is gone, little was comprehended about this cultural NOTION.