RITA, nossa It-Girl do courier fashion
Autor: Joao Naiff | Publicado: 2014-10-31T12:06:00-02:00








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<!--StartFragment-->



<!--EndFragment-->

O
primeiro ensaio que RITA fez para uma revista foi em 1968, ainda no início
dos Mutantes, o editorial foi para revista Contigo, com Chico Buarque na capa.



Desculpem,
mas, RITA LEE barrou Gisele Bündchen, bem antes dela surgir na capa das
revistas, nos anos 90/2000. Na década de 60, RITA ainda não desfilava pela
Rhodia e ainda nem sonhava em ter o show “Nhô Look”, e nem posava para
propagandas da marca citada, nossa mutante fazia caras e bocas só para as
revistas. 



Só para lembramos que RITA não apenas desfilou para a Rhodia, mas também modelou para o estilista Ocimar Versolato, em 1996; Marúzia Fernandes, em 2001; Amir Slama, coleção Rosa Chá, a qual foi homenageada em 2007;&nbsp;









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<!--EndFragment-->

Vamos ao que nos interessa no momento: a partir do ano de 1970, RITA LEE começou a ser a nova modelo da Rhodia.
Leiam abaixo um trecho do livro “A Divina Comédia dos Mutantes”, de Carlos
Calado, onde fala do momento modelo e cantora de Rita, que sempre mostrou seu&nbsp;savoir faire por entre as passarelas do Brasil.&nbsp;







































“Amigo de Lívio
Rangan, o chefão da Rhodia, Midani (gravadora Philips) costumava se reunir com
ele para sugerir nomes de artistas, sempre que uma nova superprodução da
empresa era planejada. Num desses encontros, no início de 1970, ao sentir um
especial interesse de Rangan pelos dotes artísticos da garota, Midani percebeu
que chegara o momento de investir na carreira individual de Rita. O big boss da
Philips já sabia que as coisas não andavam bem entre os Mutantes e, apesar de
ser fã do trio, calculou que a separação poderia ser boa para todos os
envolvidos.



O show Nhô Look era
mais uma prova de que Rita levava mesmo jeito para o palco. Elogiada por seu
desempenho, ela teve nesse espetáculo a chance de mostrar seu talento
extra-musical. Além de cantar e dançar, interpretava o papel de uma garota
caipira, Ritinha Malazarte, acompanhada por uma bandinha interiorana com 14
músicos. A coleção exibida por Rita e as manequins do elenco (entre elas Mila
Moreira, que depois veio a se tornar atriz) adaptavam para o contexto
brasileiro a moda paysan, inspirada no vestuário das camponesas européias. Além
do próximo show-desfile da Rhodia, na Fenit, do qual seria novamente a
protagonista, Rita também foi convidada a criar roupas para uma grife jovem,
que levaria seu nome. 



Se os Mutantes não se
cuidassem rápido, corriam o risco de perder sua vocalista (...) Apesar da
resistência de Rita, maior ainda depois que ela voltou às boas com os Mutantes,
os planos de André Midani e da Philips para transformá-la em uma cantora de
sucesso prosseguiram conforme o traçado. Em julho, Rita retornou ao velho
Estúdio Scatena para gravar seu disco, quase a toque de caixa. O álbum deveria
estar prensado até meados de agosto, para ser lançado durante a nova produção
da Rhodia, na qual Midani também deu vários palpites, de olho no marketing que
o espetáculo renderia para a carreira solo de sua nova estrela. 









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<!--StartFragment-->















<!--EndFragment-->

“Encontramos
a estrela da década! Rita Lee”















































Na véspera da estreia
do show, no Pavilhão do Ibirapuera, Rita jurava aos repórteres que nem passara
por sua cabeça deixar de ser a vocalista dos Mutantes. No entanto, o espetáculo
que estreou dia 8 de agosto de 1970, dentro da FENIT (Feira Nacional da
Indústria Têxtil), sugeria algo bem diferente. Para começar, o próprio enredo
do Build Up Eletronic Fashion Show girava em torno de uma garota (Rita Lee) que
sonhava se tornar uma grande estrela. Outro detalhe significativo: Build Up
(expressão que significa construir uma imagem; criar em torno de uma pessoa, ou
de um produto, uma maneira de facilitar seu consumo) era também o título do LP
de Rita, que a Philips prometera distribuir às lojas alguns dias mais tarde.
“Produzido por Roberto Palmari, com direção musical de Rogério Duprat e Diogo
Pacheco, o show mostrava, com boas doses de meta-linguagem, os bastidores do
mundo da comunicação de massa e da propaganda.















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<!--EndFragment-->





























O cenário reproduzia
as instalações de uma agência de publicidade, cujos clientes eram, na verdade,
os 14 patrocinadores do espetáculo, caso dos postos de gasolina Esso, do
cigarro Hollywood, do rum Bacardi, do uíque Old Eight, da bicicleta Caloi, ou
da revendedora de automóveis Bino-Ford, entre outros. O elenco também era
enorme. Além de 16 manequins da Rhodia e do balé de Ismael Guizer, participaram
o ator Paulo José (como o diretor artístico da imaginária agência), os cantores
Jorge Ben, Juca Chaves, Tim Maia, Marisa (vocalista do Bando) e os conjuntos
Trio Mocotó, Lanny’s Quartet, Coral Crioulo, Os Ephemeros e Os Diagonais. No
palco, havia também um sofisticadíssimo sistema audiovisual, controlado por um
computador eletrônico, que utilizava seis telas – em quatro delas eram exibidas
centenas de slides; em duas outras, um documentário colorido em 16mm.”









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<!--StartFragment-->



<!--EndFragment-->

Para
conseguir introduzir essa tendência no mundo cultural brasileiro, Rangan manda
sua equipe para o interior de São Paulo durante dois meses e adapta a moda
paysan para a cultura do país, ou melhor, para o consumo do país. Concebem o
show “Nhô Look”, apresentado na UD e que conta com a participação de nossa musa
e da finada dupla sertaneja Tonico e Tinoco.