Regional identity celebrated in style: Fashion from the South and photographic reporting

By looking at the designs and career of Rui Spohr, designer from Rio Grande do Sul, it is possible to reflect on the values which are significant cultural markers for the south of Brazil and are linked to aspects of regional identity. For this purpose, research conducted into photographic reports from the magazines Globe and Manchete has been analyzed in terms of Rui Spohr's unique designs, and viewed from the perspective of representative elements of the local culture. The designer can be viewed as a mediator of international trends on a local level, thanks to combining his style with 'gaucho' cultural elements as a way of creating a brand image, whilst strengthening the relevant socio-historical diversity which permeates Brazilian culture.