Brazilcore: style that has always been a hallmark of the periphery becomes a fashion trend at the World Cup

Brazilcore fashion, a trend that gained even more strength this year due to the World Cup in Qatar, is the aesthetic that appropriates clothes and accessories with the colors of Brazil or symbols that refer to the Brazilian flag.

Brazilcore or Brazil Aesthetic became even more in evidence from the second half of this year, when bloggers and influencers, both Brazilian and foreign, started wearing green and yellow clothes on social networks.

But did you know that this style is nothing new and has always existed on the outskirts of Brazil?

Designer Mayra Souza dos Santos, who is part of the team at the fashion blog “Steal the look” and grew up in the Capão Redondo neighborhood, in the south zone of the city of São Paulo, said that the colors green and yellow have always been part of the suburbs.

“It is important to understand the real meaning for the peripheral population. Football for the periphery is synonymous with a dream, only a part of the population has access to original articles”, says the designer.

The version of the official selection shirt used by the players is sold for R$ 699.99. The “Torcedor” model, which has the same design but without Dri-FIT ADV technology, Nike’s most advanced, is sold out on the brand’s official website and costs around R$250 in sports stores.

Small companies also invest in creating Brazilcore items. Gabriel Alves, style assistant for his developing brand DaSilva, produced a show about peripheral fashion with an emphasis on funk and warns against counterfeit products, which are often the only accessible option for consumers.

“To make clothes is something very expensive. We have to think about the economic situation. I believe that many people will choose to use a counterfeit T-shirt because of the price and ease of use,” said Alves.

Gustavo Viana, marketing director for Fisia, official Nike distributor in Brazil, says that a line of casual products was also produced at more affordable prices to cater to all consumers. For the executive, sport has always been connected with fashion and music, especially with hip hop and funk culture.

“We see this connection between style and sport more and more. The jaguar is one of the main sources of inspiration for the collection and, aesthetically, it brings a very strong message: the look and the claw of the jaguar symbolize the Brazilian spirit, and also connect with consumers who are part of urban manifestations precisely because of the its bold and powerful aesthetics”, adds Gustavo.

With millions of followers, Brazilian influencers like Malu Borges, Livia Nunes and the American Hailey Bieber are some of the examples of people who have adopted Brazilcore as part of their style.

“When you appropriate a peripheral aesthetic or symbol and modify it so much to be cool only in white people and patterns, you nullify all the existing symbolism, leaving invisible who the main precursors were. The outskirts have a lot of power in terms of fashion and beauty,” reports designer Mayra.

Gabriel Alves claims that he has always seen people wearing team shirts as looks. “Visibility has always been within peripheral spaces. With social networks, this has been enhanced. The elite is only giving ‘attention’ because of the social networks, because of the hype, but that soon ends and those who have always used it will continue using it”, he evaluates.

The executive Gustavo Viana still complements.

“Trends come and go, but we understand that there is a well-established public, especially in the peripheries, who like to insert team shirts into their day-to-day style for a long time, even before the conversation about Brazilcore existed.”