Devil Wears Prada

Consumer Tribe: Devil Wears Prada

Devil Wears Prada
Consumer Tribe: Devil Wears Prada
Keywords: Fashion; outfit reveal; festivals, productions; social events; egocentrism; makeup; beauty; fashion weeks. 

Description of their identity
The Devil Wears Prada is the name of a tribe of women (from 20 to 45 years old) who position themselves as fashion and style influencers. That is, they elaborate their identity from the role of experts on how to look, what to wear, and where to go to be part of a certain elite.

The relationship of the aesthetic from an exclusive position is what unites the digital tribe. In other words, fashion is the starting point or the minimum requirement to express a luxurious lifestyle. However, the real "Devils" must be part of a wider circle of consumer objects of the same calibre; they call "fake" the expression of status determined only by clothes. They manage a whole logic of identity construction from discrimination and symbolic violence towards what does not meet the requirements of style, luxury, and fashion.

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