The democratization in fashion and the insertion and acceptance of various styles as a form of influence on major fashion brands and mass consumption


  • Ana Larissa de Freitas Rizzo



Bubble up, democratization, fashion, fashion scenery, social groups


The aim of this paper is to demonstrate how the democratization of fashion currently divides social groups and influences the major brands in their collections. In a society marked by individualization, so that people seek to belong to tribes, there is still space with in the seal ready mentioned tribes, although there is a form of individualized identity. Now the fashion also come from the streets and brings to the runways more crowded creations with influences from the street, a phenomenon called Bubble Up and transforming the fashion scene, once dominated by an elitist team of textile groups who chose what society would want to find in stores and buy no matter what the value of the pieces.