Descrição
In the first post-lockdown commercial reopening that aimed to minimize the contagion of Sars-CoV-2, in several world capitals, we witnessed tumultuous scenes of agglomeration caused by anxious consumers. They awaited the opening of stores of major fashion brands and, as a result, generated relevant revenue for these companies. Based on the thinking of philosophers: Lipovetsky, Deleuze and Foucault, we promote a reflection on such behavior. Considering the threatening context and, at that time, the exposure to a risk of unknown proportions, we asked ourselves: what drives this desire to consume? We deal with the logic that governs the capitalist and fashion systems, whose historical relationship gave rise to a desiring consumer. Fleeing from dichotomous thinking, we consider that the reason-system is a condition constitutively produced by the subject, which has its maximum expression in the fashion culture. We conclude that, as fashion culture is the culture of Being, this was sought as an essential consumption.||En la primera reapertura comercial post-lockdown que tuvo como objetivo minimizar el contagio de Sars-CoV-2, en varias capitales del mundo, asistimos a escenas tumultuosas de aglomeración provocadas por consumidores ansiosos. Esperaron la apertura de tiendas de las principales marcas de moda y, como resultado, generaron ingresos relevantes para estas empresas. Partiendo del pensamiento de los filósofos: Lipovetsky, Deleuze y Foucault, promovemos una reflexión sobre este comportamiento. Considerando el contexto amenazador y, en ese momento, la exposición a un riesgo de proporciones desconocidas, nos preguntamos: ¿qué impulsa este deseo de consumir? Nos ocupamos de la lógica que rige los sistemas capitalista y de la moda, cuya relación histórica dio lugar a un consumidor deseoso. Huyendo del pensamiento dicotómico, consideramos que el sistema de razón es una condición producida constitutivamente por el sujeto, que tiene su máxima expresión en la cultura de la moda. Concluimos que, como la cultura de la moda es la cultura del Ser, esta se buscó como un consumo imprescindible.||In the first post-lockdown commercial reopening that aimed to minimize the contagion of Sars-CoV-2, in several world capitals, we witnessed tumultuous scenes of agglomeration caused by anxious consumers. They awaited the opening of stores of major fashion brands and, as a result, generated relevant revenue for these companies. Based on the thinking of philosophers: Lipovetsky, Deleuze and Foucault, we promote a reflection on such behavior. Considering the threatening context and, at that time, the exposure to a risk of unknown proportions, we asked ourselves: what drives this desire to consume? We deal with the logic that governs the capitalist and fashion systems, whose historical relationship gave rise to a desiring consumer. Fleeing from dichotomous thinking, we consider that the reason-system is a condition constitutively produced by the subject, which has its maximum expression in the fashion culture. We conclude that, as fashion culture is the culture of Being, this was sought as an essential consumption.
