Fashion is a constant producer of signs that build, not only the world where we live, but also generates subjects (as in individuals with subjec- tive choices or opinions regarding fashion and the way they dress) and enables di erent types of relationships and interactions between people.
It can be approached as a device that exerts symbolic power over society. The means of which fashion worth itself, facilitate the creation and impo- sition of behaviors, stereotypes and identity models that de ne and shape the cultural and social perception of speci c groups, and in particular, the feminine gender.
The purpose of this research is to understand the usage of fashion on the manner that people domesticate their bodies to build their identity and their way of being in the world, to interact with it and with others.
KEY WORDS
Fashion - Discipline - Power - Domestication - Normalization- Advertising
