<p>Human cultural creativity begins with the wrapping of the body in clothing. This article explores the role of sensuality in meaning-making and self-development, using the experience of shopping for clothing as a lens. Drawing on theories from cultural psychology (Valsiner), Naturphilosophie, psychoanalysis (Jung, Anzieu), and developmental psychology (Stern), it investigates how emotionally charged moments – such as choosing and trying on clothes – are shaped by social and cultural context, symbolic mediation, and bodily experience. Sensuality is understood as an affective, embodied connection to the world, emerging through aesthetic perception and ambivalence in everyday acts like dressing. The study is based on twelve task-oriented interviews conducted inside a fashion store, in which participants engaged with specific clothing items as sensuality symbols such as hats and dresses. The interviews revealed how individuals experience and interpret these objects in real time, exposing the micro-processes through which sign mediation and meaning is created. The analysis uncovers specific mechanisms involved in navigating ambivalences and constructing identity through interaction with culture, the environment, and one’s own body.</p>