Resumo:
This dissertation narrates an initially netnographic research, which became ethnographic, ending in exploratory research in Hybrid Design for circularity in national fashion. Reflections of a research in transformation, not only for its methodology, but for the researcher's life, the interviewed companies and the post- pandemic transformed world. Due to the lack of social and environmental responsibility in the industrial mass production of fashion, compromising the satisfaction of the needs of future generations, it is necessary to rethink the design processes aimed at reducing social and environmental impacts, from its conception to its reuse. With this in mind, this dissertation studies the concepts of hybrid design for circularity in the context of national fashion in order to understand the role of design and its processes in the creation of eco-efficient products and to point out possible paths for the development of circular hybrid creative products. For this purpose, seven Brazilian brands in the fashion segment, conceived under the light of the circular economy and that adopt the precepts of cradle to cradle, were investigated. Of these seven, many were transformed after the pandemic, and it was necessary to list a single brand that would unite the criteria pointed out by the qualitative research based on the theoretical tools studied. It is intended to contribute to the Brazilian Fashion Design from the systematization of data on the fashion industry analyzed through its creation processes, as well as to the field of Design in general from the study of the design of socially-environmentally responsible products and the development of the concept of circular economy applied to project design methodology.
