Fashion and memory

from thrift sotres to DIY style as an identity construction

Abstract

There is already a time when fashion has been rethought in terms of issues of its existential cycle, of a piece, for example. The construction of an identity from DIY fashion resignifies thrift stores as an object of growing consumption in societies, where consumers/ public can express themselves from a unique identity, using a mixture of styles, where the pieces mined in thrift stores take scene in the daily life of his clothing, enabling a culture of “resistance” to the common trend, to the mainstream, that many seek when using second-hand or handmade pieces, thus seeking their own style as a way of differentiating themselves in terms of their visual communication. This text problematizes the construction of an identity from DIY fashion and its relationship with consumption in thrift stores, specifically in Bendita Traça. A bibliographic review was carried out on the subject. It is noticed that thrift stores are attentive to the choices of pieces that are true memorial vestiges, and those who acquire these pieces are even more attentive, as they represent one of the bases of DIY. The work from the researched thrift store Bendita Traça, reveals a connection between the past and the present, through the traces and, in this way, it was possible to reflect on the relationship of the consumer public with this type of establishment, in order to establish a differentiated visual communication.