In this study we observed the important work of graphic artist Alceu Penna (1915-1980) through analysis of reports, illustrations and texts created by him for the section of the fashion magazine O Cruzeiro between 1939-1947, and its probable collaboration in the development of costumes for Carmen Miranda, noting how, in presenting so many critical times, the latest international fashion and draw from the creation of costumes for the Carnival, a "Brazilian visuality" demonstrates concern for the "creation" of a Brazilian style in fashion identity based on ideas proposed by the Estado Novo. Noticed yet, as his experience in looking at Brazil from the United States and the images of "Brazil" proposed by Hollywood are relevant in this process.
Alceu Penna; fashion; identity; style
