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Evolução do design das máquinas de costura Oliva no contexto da sociedade feminina portuguesa entre 1948 e 1972
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Orientador(es)
Resumo(s)
Sewing is one of the oldest activities of humanity. To it are associated several machines, such as the sewing machine. It came up along with the Industrial Revolution, time in which was the boom of new inventions. In Portugal, the sewing machine emerged on the second half of the XIX century, from foreign brands. It was only in 1948 that Portugal had access to the first national sewing machine, which was produced by the company commonly known as Oliva, founded in 1925 as a small iron foundry factory. Besides sewing machines, Oliva produced other equipments, from enameled iron bathtubs to small displacement engines. At the time, design still wasn‟t a totally recognized profession, making its job engineers or artisans. Besides production itself, there was also a concern about the publicity of the sewing machine. So, there was an investment on the diffusion of the brand through jingles, billboards or even sponsors of important portuguese events. As a great sewing machine user, the role of the portuguese women stands out at the Oliva‟s publicity and the immersion of the brand in the social and cultural life. They are those who will better relate with these equipments, as a labor or domestic tool. Between the 40‟s and 70‟s decades of the 20th century, the sewing machine and the domestic concerns, following the ideals of Estado Novo, will be one of the most usual accomplices of the portuguese women
Descrição
Tese de mestrado, Design de Equipamento (Especialização em Estudos do Design), Universidade de Lisboa, Faculdade de Belas Artes, 2011
Palavras-chave
Fábrica Oliva (S. João da Madeira) Design de equipamento Design industrial Máquinas de costura Sociologia do design Portugal