A construção da moda através do não consumo: o blog Um ano sem Zara

Nedochetko Carli, Maria Fernanda
January 2012
Ciberlegenda;2012, Vol. 1 Issue 26, p52
Academic Journal
Permanent innovation is composed, with the charm and styling, the three logical fashion, according to Lipovetsky and Serroy. From this premise, this article analyzes the blog A Year Without Zara, created by a blogger, a consumer of fashion, which they proposed to buy nothing for a year and disseminate this procedure on the network. Through the study of blog posts and considering the logic of fashion phenomenon, the paper intends to understand how fashion is being built, considering the denial factor consumption. By exposing the constant renewal resuming fashions past, spreading the use of clothing, accessories and other products and also promoting lifestyles and behaviors, the blog A Year Without Zara resizes an idea about fashion, updating itself, so contradictory, for another type of consumption.


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