Nerd fashion: consumo de heróis e vilões, tendência ou paixão?

Abstract

The objective of this essay is to analyze the consumer culture of nerd fashion, a fashion market maked by prints for clothing based on comics, heroes, villains, games, movies and animations. Starting from the diferente concepts of fast fashion, we draw an instigating and creative scenario involving different generations of people with styles oriented towards a feeling of belonging, which connects each other through a universe proposing symbolic representations of simple things of urban everyday life. This research revolves around what Michel Maffesoli (1988) names as “time of the tribes”, which composes a new process of massification in which historical subjects find themselves in search of connections of affectivity and common interests with each other.