Resumo

BONAFINA, Teresita. Lo austero: ¿un estilo de vida o una tendencia en la moda?. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2015, n.53, pp.37-45. ISSN 1853-3523.

This article is the result of a primary research, which aims to answer the following questions: What is the present experience about what consumers seek from design? How people experience that particular design? Are there new demands emerging? This text is also a product of the research that supports the empirical finding from the self-perception theory and the theory of participation and explain the factors that affect consumer decisions. From the approach of Maslow, for whom the satisfaction of a need creates another need and the consumption perspective is built from the interior of the individual, to the approach of Malinowski and Mauss to whom -from an anthropological perspective-, consumption is understood as a process that is socially constructed, through the contribution of the French sociologist Bourdieu and his followers, for whom the dialectic of inside and outside of the individual’s environment are what make key consumer behaviors. The text aims to contribute in the construction of a new way to think about fashion, giving students new frameworks for understanding the phenomenon of the twenty-first century fashion and contribute to the processes of innovation and creation of new fashion designers.

Palavras-chave : Fashion sociology; Austere fashion; Consumers; Fashion design; Students; Innovation in fashion.

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