Tanning with Anitta, the New Girl from Ipanema: Creating Visibility Capital in a Global Look Economy

In this article, we argue that Brazilian tan lines constitute a new site of race and class struggle on and over women’s bodies. Popular in Rio’s socially and geographically marginalized periphery, fita (electrical tape) bikinis leave sharp and shocking tan lines that call attention to the contrast between lighter and darker skin. Brazil’s funk music sensation Anitta brings this aesthetic practice to the global stage as part of her brand, disrupting hegemonic beauty norms and attracting attention for herself and her fans. Through the public display of their bronzed sensuality, Brazilian women accrue “visibility capital” as they create new forms of bodily value and self-esteem in what we call a look economy. While global beauty hierarchies continue to promote and glorify whiteness, Anitta and fita tanners simultaneously turn heads (in person), attract eyeballs (online), and lay claim to the right to represent Brazil.