ABSTRACT
This study examines the culture of consumption of minimalist fashion bloggers, who are not consumers, but also act as multipliers, aiming at identifying cultural values that may explain this minimalist movement. The main objective was to detect the ways by which the minimalist identities of such digital multipliers are built, assuming they play the role of fashion behavior disseminators. In order to achieve so, a qualitative research was conducted using the technique of structured in-depth interviews with five minimalist bloggers. The research findings were examined applying discourse analysis, concerning both the interviews’ narratives and the images captured in their blogs, the latter following principles proposed for denotative analysis of images. The results on cultural values points to an understanding that values such self-determination and philanthropy guide this behavior.
