Abstract
In 2015 the Brazilian wedding receptions market reached R$ 17 billion and, in this article, I analyze the relationship between brides and the dresses offered by the sector. From an ethnographic perspective, I discuss data produced in fieldwork in Belém and São Paulo and show how the models of gowns have demarcated hierarchical styles of femininity, while the movement of brides through stores reveals strategies of class differentiation. In conclusion, I argue that the values of dresses and brides are mutually constitutive in a process of co-production of distinction.
Wedding; Gender; Consumption; Prestige; Difference