Resumo

GUERSCHMAN, Bárbara. Que la ropa sea distinta a lo que veo todos los días. La clasificación cultural de la indumentaria en las compras. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2023, n.116, pp.207-225.  Epub 06-Jun-2023. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi116.4140.

The objective of this article is to describe how purchases are developed in retail locations, classified by buyers as trademarks or author's design. For them, the distinction is based on the details of dress making (materialized in the use of fabrics or accoutrements) that differentiate them from mass production. Far from being limited to the disbursement of money, the purchase is a process that involves practices such as those visited by locals in neighborhoods or shopping, the selection of certain garments, some of which are discarded when tested or eventually acquired. It is an acquisition that can be delayed for days, depending on seasonal offers or payment plans with credit cards.

From the description of this process, I propose to reflect on the social judgments made based on the perception of the parts of the body, the affiliation to the social classes linked to the possibilities of consumption according to income and the differences that the buyers establish between the brands. To develop this article, I will build on observations made in local and interviews with designers and buyers, in the course of my ethnographic fieldwork.

Palavras-chave : shopping; design; fashion; consumption; city.

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