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date: 19 August 2019

Abstract and Keywords

This article focuses on sartorial visions put forth by institutions and representatives of the Cuban regime throughout the 1960s to the 1980s, in particular the visions of modernity produced by and circulated through the institutions of fashion and clothing production of the Cuban state. It presents these visions as oriented to put forth a figured world of power aimed at persuading individuals to participate in the construction of the communist future by catering to the aspirational dreams of the middle class. The article concludes that such an imaginary helped in the short term to consolidate and legitimize the Cuban state socialist regime, allowing the new socialist middle classes to reinvent themselves as consumers and to participate in the construction of socialism. Yet, at the same time, for many people these visions were mostly a mirage, as they were unable to buy anything fashionable at all.

Keywords: world of power, fashion, socialist fashion, Cuban socialism, socialist distinction, socialist consumption, state socialist regimes, Cuba, socialist brandscapes

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