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By 柳宗元


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Extra resources for Collection of Liu Zongyuan (Chinese classical literature series) (中国古典文学基本丛书:柳宗元集)

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At the first level of expression, the brand seems to appeal to consumers of all ethnic backgrounds, but on a deeper level, complex symbolic associations are made to connect with the heritage, knowledge, and cultural capital at large to maintain the classic boundaries of social distinction. Far from the warm, emotional, and tropical narratives, the body discourses, and the logic of luxury are more connected to rational processes. 7 The nature-inspired apparel is conveyed. However, Kate Moss wears a refined and sober evening gown that makes her ‘disappear’ within the ancient tapestry at the Russian embassy in Berlin.

The elites and upper-middle classes have embraced the ‘natural and sensual’ characteristics of the tropical beauty, but provided it with a layer of 32 Brazil sophistication that transforms this beauty discourse into a socially acceptable and desirable one. The new tropical beauty discourse is focused on a constructed naturalism (Besse 2005). Women engage with fashion and sophisticated grooming rituals to transform their bodies in such a way that the final product looks natural, sensual and tropical without being rough.

This intergenerational scene is full of bright colours and light, with relaxed and close bodies who are very concerned with their physical appearance. The very ornamented women wearing daring colours, cuts, and fabrics, and impressive jewels contrast with large smiles, naturally tanned bodies, and simply tied hair. 3 This type of imagery sheds light on possible positioning for global luxury brands that can bring narratives of a warm collective sense of closeness, sensuality, and joy. Implications This discourse expresses the new status of the tropical beauty ideals.

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