Browsing by Author "Correia, Bruno Miguel dos Santos"
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- Identity expression through streetwear: how gen Z use streetwear as a form of self-expression and identity constructionPublication . Correia, Bruno Miguel dos Santos; Pacheco, NatáliaFor a long time, the streetwear style was dominated by the idea of being associated with poverty and inelegance, strongly linked to the subcultures of skateboarding, hip-hop and graffiti. However, in recent years there has been a rapid increase in the popularity and presence of this particular style of clothing, adhered to by notable figures and brands, and for the most part embraced by younger generations. Thus, the aim of this research is to understand the role of streetwear as a medium for self-expression and identity construction among Gen Z. Aspects like streetwear being a cultural phenomenon, fashion and identity formation, communication through clothing, impact of streetwear on established brands, and Gen Z personality traits and consumer behavior were analyzed and discussed in order to understand if these aspects have an impact on self-expression and creation of an identity. Interviews with 10 enthusiasts of streetwear were conducted to gather their perspectives, narratives and experiences regarding the topics subject of analysis. Through these interviews, it was possible to understand that the participants use streetwear to convey their personality, confidence and creativity. In addition, these enthusiasts aspire and look up to some of the artists that use this genre of clothing, influencing their identity, and consumer behavior. Not only so, their perception of streetwear goes beyond a mere clothing style, representing a lifestyle, a way of challenging traditional norms, a community and a means of connecting with like-minded individuals with similar tastes and values.