Strengthening Ties: Intergenerational Influences Between Mothers and Daughters in the Context of Lolita Fashion Consumption in Brazil

This article reports the results of an empirical research whose objective was to understand how the exchanges between generations represented by the mother and daughter dyad in the context of Lolita fashion consumption happen. The relationship be-tween mothers and daughters within the Brazilian Lolita fashion community was used as a clipping. As a theoretical basis, the study was supported by discussions concerning the Consumer Culture Theory (CCT) and family studies in the field of consumption. In the data collection phase, interviews were used with 12 women, mothers and daughters. The daugh-ters interviewed were part of the Brazilian Lolita fashion community and were active in the communities. The mothers, on the other hand, were involved with the communities or, at least, were aware that their daughters actively participated in such a consumption group-ing. The semi-structured interviews generated data that were analyzed based on the theo-retical-methodological assumptions proposed by the French branch of Discourse Analysis. In the discussion of the results, it was possible to observe that the consumption of Lolita fashion occurs mainly online. Other aspects of consumption could also be noted: the inter-viewees like to make their own clothes, buy used clothes and even borrow items from each other. Key pieces in this work, mothers are mainly companions of their daughters during this consumption journey: giving gifts, giving opinions and even sewing for them.