Moda, consumo e mídia: as transformações do consumo de luxo através das narrativas de “Sex and the City”

Abstract

The objective of this research is to understand how the series “Sex and the City (1998-2004) established itself as a cultural phenomenon and its role as means of communication within the luxury fashion consumption system in contemporary society. To achieve this, we analyzed the original series and, as a complement, its spin-off “And Just Like That…” (2021-2025). The research demonstrates how the series illustrates the reconfiguration of luxury consumption, transitioning from a role of 19th-century distinction and ostentation to an idealized and democratized lifestyle in the era of hypermodernity, driven by media that estheticizes consumption and makes it aspirational for a broader audience. Methodologically, the study combined a literature review of authors such as Pierre Bourdieu and Yvette Delsaut (2004), Thorstein Veblen (1988), and Gilles Lipovetsky and Jean Serroy (2015). Additionally, we employed visual ethnography, focused on the critical analysis of scenes from both series, and discourse analysis to deepen our investigation.