The fashion contemporary is more ambiguous and multifaceted, in agreement with the nature highly broken up of the postindustrial societies. (CRANE, 2006, P. 29) the first key to study the fashion in the capitalist and industrialized world, fincou in the structures proposals for social scientists, such which: Herbert Spencer (1854), Gabriel of Afternoon (1890), Thorstein Veblen (1899) and Georg Simmel (1904). Taking the fashion with relevance in its studies, they defend that it has two characteristics to regulate it its existence: imitation and the distinction. Georg Simmel, from 1905, made its theoretical contribution to the studies of the fashion, contextualizando, historically, the mechanism of the fashion and its relation with the social hierarchy. The model of Simmel of change in fashion was centered in idea of that the fashions first were adopted by high classroom e, later, for the middle classes and low. Groups of inferior status looked for to acquire more status when adopting the clothes of the groups of superior status, unchaining a process of infect social in which the styles were adopted by groups of successively inferior statuses.

For the author, the fashion is, therefore, one imitation form that leads to the general dispute for superficial and unstable symbols of status, that is, the elite initiates a fashion and when the classrooms imitate lowest it, in an effort to eliminate the external barriers of classroom, it abandons for one another fashion. Therefore, the engine that would stimulate the phenomenon if would give for the incessant search of the new and for a place of status in the social structure. So soon the fashion is dominant, that is, so soon what only some few practise pass to be practised by all without exception, as elements of clothes or of the forms of social contact, not if more speech can fashionable. (SIMMEL, 2005, P. 163), for Simmel (2005) Thus in fashion imitation satisfies the necessity of social support, on the other hand, because the individual leads the tracks that all follow, and for another one, the imitation satisfies the trend the differentiation, the distinction, the change.