Piracy of fashion brands: consumption, identity, and inclusion

Abstract

This article aims to reflect on the phenomenon of piracy consumption in Brazilian society with regard to fashion brands. There is a complex web of motivations, impregnated with cultural meanings that intensify in pirate consumption, so it is necessary to investigate the flows of meaning and meanings constructed by consumers who adhere to the consumption of pirated fashion brands. For this, we start from a bibliographic research based on the studies of communication, consumption, subjectivities, brand and fashion. As final considerations, we can observe that consumption of counterfeit goods can be understood as a non-hegemonic consumption modality, which inserts consumers into the fashion circuit, giving them the opportunity to belong to the lifestyle proposed by luxury fashion brands, assisting in the construction of the identity of the contemporary subject.