Abstract
In the last twenty years, fashion has been the main leitmotiv to more than 200 exhibitions in European museums. The rise of fashion exhibitions is linked with the recognition of the economic importance of fashion culture, which has been interpreted as cultural heritage by our society. Thus, despite the relevance of the aesthetical dimension of fashion artefacts and images, fashion exhibitions highlight the “Made in” discourse of fashion — the narrative about the capacity for creating, producing and circulating fashion cultures —, to connect artefacts and people. This article selected several European fashion exhibitions as examples, and it was possible to discuss some discursive strategies to transform the fashion culture in cultural heritage. The intention is to demonstrate that the heritagization process of fashion is based on the exploration of the fashion system and not limited to the visual and material aspects of fashion products.
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