Resumen

GUERSCHMAN, Bárbara. Aprender a verse como una marca. El cálculo, tiempo y ethos en Argelia 60. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2020, n.88, pp.159-175. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi88.3804.

The aim of this article is to describe the process by which a group of costume designers are recognized as brands by other fashion agents with whom they are linked to make and display their seasonal collections: modelers, marketing consultants, stylists, fashion producers and owners of multibrand stores.

My purpose is to understand in what ways, in the course of this process, the designers incorporate the “calculation” in their conduct as an ethic that, as defined by Pierre Bourdieu, is constitutive of the capitalist economy and implies the temporary perception of the future distanced from the immediate present that characterizes precapitalist economies.Taking into account my ethnographic field work carried out between 2005 and 2018, I will analyze how they apprehend such ethics when marketing the collections, in spaces such as retail venues, multibrand stores and biannual fashion events.

Palabras clave : calculation; time; fashion; design; collection; Argelia 60..

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