{"id":575538,"date":"2026-03-17T18:44:09","date_gmt":"2026-03-17T17:44:09","guid":{"rendered":"https:\/\/highxtar.com\/why-would-john-galliano-decide-to-design-for-zara\/"},"modified":"2026-03-17T18:56:56","modified_gmt":"2026-03-17T17:56:56","slug":"por-que-razao-john-galliano-decidiu-criar-colecoes-para-a-zara","status":"publish","type":"post","link":"https:\/\/highxtar.com\/pt-pt\/por-que-razao-john-galliano-decidiu-criar-colecoes-para-a-zara\/","title":{"rendered":"Por que raz\u00e3o John Galliano decidiu criar cole\u00e7\u00f5es para a Zara?"},"content":{"rendered":"\n<p>John Galliano acaba de assinar com a Zara um contrato de dois anos para redesenhar os arquivos da multinacional. A opera\u00e7\u00e3o, mais de marketing do que empresarial, pelo que se v\u00ea, aproxima-se mais de uma\u00a0<em>diffusion line<\/em>\u00a0constru\u00edda sobre reputa\u00e7\u00e3o do que de uma colabora\u00e7\u00e3o tradicional.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-instagram wp-block-embed-instagram\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"sbi-embed-wrap\"><blockquote class=\"instagram-media sbi-embed\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DV_FJDzjYjH\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:640px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/DV_FJDzjYjH\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">View this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><\/div><\/blockquote><script async src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><\/div>\n<\/div><\/figure>\n\n\n\n<p>Durante anos, Galliano construiu o seu valor em torno da autoria, da narrativa e do artesanato \u2014 especialmente durante a sua etapa na Maison Margiela. Sem esquecer o seu per\u00edodo na Dior, interrompido por declara\u00e7\u00f5es xen\u00f3fobas, que marcou um antes e um depois na hist\u00f3ria da moda. O designer nascido em Gibraltar \u00e9 considerado um dos melhores do nosso tempo. A quest\u00e3o aqui n\u00e3o \u00e9 o que a Zara ganha \u2014 isso est\u00e1 bastante claro \u2014, mas sim:<strong> o que ganha Galliano ao desenhar para uma marca de produ\u00e7\u00e3o em massa? O que leva um designer lend\u00e1rio a aceitar um contrato com uma empresa baseada na produ\u00e7\u00e3o em larga escala?<\/strong><\/p>\n\n\n\n<p>A Zara n\u00e3o precisa de design, precisa de autoria cultural. Precisa de uma voz na conversa de massas sobre o que \u00e9 \u2014 ou n\u00e3o \u00e9 \u2014 moda. A Zara domina a velocidade, a distribui\u00e7\u00e3o e a presen\u00e7a global. O que n\u00e3o possui \u00e9 legitimidade dentro do discurso cultural mais exigente. E \u00e9 a\u00ed que entra Galliano. N\u00e3o para fazer roupa, mas para trazer linguagem. Porque isto n\u00e3o \u00e9 sobre produto \u2014 \u00e9 sobre traduzir a autoria para um sistema de massas.<\/p>\n\n\n\n<p>A marca est\u00e1 a tentar apropriar-se de c\u00f3digos que, at\u00e9 agora, lhe eram alheios \u2014 customiza\u00e7\u00e3o, pe\u00e7a \u00fanica, narrativa de autor \u2014 dentro de um sistema baseado na repeti\u00e7\u00e3o massiva. O look de <strong><a href=\"https:\/\/www.instagram.com\/badbunnypr\/\">Bad Bunny<\/a><\/strong> no Super Bowl \u00e9 prova disso. <strong>Uma paradoxo em si mesmo. Porque \u00e9 que um designer consagrado como Galliano quereria fazer parte disto?<\/strong><\/p>\n\n\n\n<p>Que um designer que construiu o seu legado sobre o artesanato se insira num sistema definido pela produ\u00e7\u00e3o em massa \u00e9 inevitavelmente visto como uma contradi\u00e7\u00e3o \u2014 para n\u00e3o dizer uma trai\u00e7\u00e3o.<\/p>\n\n\n\n<p>A Zara sabe falar a linguagem do luxo, tal como a <strong><a href=\"https:\/\/highxtar.com\/pt-pt\/ser-mitra-voltou-a-ser-cool\/\">Gucci pode referenciar subculturas muito afastadas da sua pr\u00f3pria realidade<\/a><\/strong>. Mas, no fim de contas, o que importa \u00e9 a estrutura. E a estrutura da Zara \u00e9 a produ\u00e7\u00e3o em massa. Por mais refinada que seja a narrativa, por mais forte que seja o autor por tr\u00e1s, a escala n\u00e3o desaparece. Pode ser decorada, mas isso n\u00e3o transforma aquilo que \u00e9 na sua ess\u00eancia.<\/p>\n\n\n\n<p>Porque se a Zara conseguir introduzir c\u00f3digos de autor \u2014 arquivo, processo, reconstru\u00e7\u00e3o \u2014 mesmo a um pre\u00e7o mais elevado, a sua perce\u00e7\u00e3o muda. Eleva-se. Mas ent\u00e3o a quest\u00e3o deixa de ser sobre a Zara, e passa a ser sobre o sistema. <strong>O que acontece quando a linguagem do luxo deixa de estar ligada \u00e0 escassez? O que acontece quando a autoria se distribui em massa? <\/strong>O que obtemos n\u00e3o \u00e9 luxo, mas uma vers\u00e3o acess\u00edvel, reproduz\u00edvel e amplificada dessa ideia.<\/p>\n\n\n\n<p>Pergunto-me se John Galliano j\u00e1 se colocou algumas das quest\u00f5es que me surgiram quando li a not\u00edcia:<\/p>\n\n\n\n<p>Se tudo come\u00e7a a parecer luxo \u2014 sem realmente o ser \u2014, o que \u00e9 que tem realmente valor? Ser\u00e1 que a perce\u00e7\u00e3o \u00e9 suficiente para o consumidor atual? Ou estamos a entrar num territ\u00f3rio onde a ilus\u00e3o importa mais do que a realidade? Porque se o que se oferece n\u00e3o \u00e9 exclusividade, mas a sensa\u00e7\u00e3o dela, ent\u00e3o a quest\u00e3o torna-se: trata-se de uma forma de engano, ou participamos todos nele de forma consciente?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O que leva um designer lend\u00e1rio a aceitar um contrato com uma empresa de produ\u00e7\u00e3o em massa? <\/p>\n","protected":false},"author":25,"featured_media":575531,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3737],"tags":[4277,4278],"class_list":["post-575538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-moda","tag-john-galliano","tag-zara-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin  - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Por que raz\u00e3o John Galliano decidiu criar cole\u00e7\u00f5es para a Zara? 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