Cidarta Gautama gives tips for creating designs that are integrated with the cultural and environmental diversity of the Amazon

FASHION

Assessment is by the coordinator of the Fashion Design course at Faculdade Santa Teresa

Manaus (AM) – The Amazon is a treasure trove of natural resources, which is why sustainable fashion presents itself as a promising field for new entrepreneurs. The evaluation is by the coordinator of the Fashion Design course at Faculdade Santa Teresa, Cidarta Gautama. He says that the rich biodiversity, natural and cultural resources of the region, can be used by creators, in the development of original items and aligned with preservation.

According to Gautama, although there are countless opportunities, it is essential to use means and techniques that focus on the sustainable use of resources. He points out that the fashion market has been going through a moment of great changes, mainly driven by the change in the consumer’s mentality, which yearns for more sustainable products.

“The luxury market, which is characterized by consumers’ desire for big brands, has noticed a certain redirection towards the development of products that meet the desires of new, more aware customers. Although still part of a demanding society of very high consumption, they are customers who have a high critical capacity and an ethical and moral orientation, in relation to the social and environmental responsibility issues of the brands that produce fashion”,

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According to Cidarta Gautama, creating innovative design that integrates the Amazon’s rich cultural and environmental diversity into fashion products requires a sensitive, creative and collaborative approach. He explains that, as in every methodological process of creation in design, the first step is research, a fundamental and guiding part for creation. His tip is to carry out in-depth research on the cultures, traditions, handicrafts, patterns, colors and symbolic elements of the communities in the Amazon. “Visit the communities, talk to the locals and immerse yourself in the local atmosphere to understand the cultural essence”,

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Another recommendation is to improve your look at the iconographic and aesthetic richness of the Amazon’s biodiversity, taking inspiration from the unique shapes, colors and patterns found in the local flora and fauna. “These inspirational elements will contribute to the creation of different prints, textures and shapes, for example”,

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Cidarta guides the entrepreneur to create a meaningful story, making sure to approach cultural influences with respect and sensitivity. “Avoid cultural appropriation and seek permission or collaboration with communities before incorporating elements into products. Create pieces that tell authentic and meaningful stories. Communicate to consumers the cultural, environmental and social importance of the elements incorporated in the products”,

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Another tip is to look for partnerships with local artists, artisans and designers who are connected to the traditions of the region. They can provide valuable insights and contribute skills to create authentic products. The teacher also suggests exploring traditional craft techniques such as embroidery, weaving, natural dyeing, basket weaving and other unique methods used by local communities. “Adapting these techniques to contemporary products can lead to innovative designs,”

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Cidarta warns that entrepreneurs should avoid being caricatured. “The designer can and should use the folkloric elements of the Amazon, but not limit himself to just that. The ideal is to seek a balance between traditional and contemporary elements, to create an air of sophistication and good taste for the products. Innovation often comes from combining old elements with modern design approaches”,

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The FST professor adds an important tip, which is to align innovative design with sustainable practices. “In this sense, it is worth betting on re-signification of materials and adoption of production processes with low environmental impact”,

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Presenting yourself creatively to the audience is also essential. The suggestion is to look for events and professionals that are emerging in the sustainable fashion sector, in order to establish a partnership. “If you are going to present your products in digital media, consider using visual storytelling, such as photographs and videos, which highlight the inspiration of the Amazon, the production processes and the stories behind each piece, thus generating interest not only for the brand, but for the message you want to pass”,

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The last tip he gives is to pay attention to feedback from consumers, peers and experts.

*With advisory information

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