Fashion, Women’s Everyday Life and Consumption During the Covid-19 Pandemic

Humanity has faced many epidemics and some pandemics, all with some common elements among them. What made the last pandemic different from the others – COVID-19 in the years 2020 and 2021 – was the fact that we had internet spread across most of the affected territories. For a while, we changed our lifestyle and retreated to the domestic space. Some work modalities, previously exercised in person, migrated to the domestic space. If the house and the street are symbolic spaces, and women, by conquering the domains of the street, have become consumers of fashion and clothing, what change in dressing practices in everyday life can be observed in times of online interactions? We will see how interactions (although public), but mediated by videoconferencing platforms, generated a new way of thinking and consuming fashion and clothing, especially among Brazilian women.