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This article collected some research on the phenomenon of fashion in Bogota, conducted by the Centre for Anthropology and Advertising from the University of Bogota Jorge Tadeo Lozano. Besides presenting a state of the matter on the current relationship of social anthropology and advertising, the case of the hipster social group in Bogota is presented. The ethnographic research method allows significant findings, such as the growing trend of customization in the fashion world, the reaffirmation of fashion as a form of expression and social representation and effective penetration of new media such as the Internet to create trends and resistance to the major brands in both local and global levels.

Los hipsters bogotanos: visión desde la antropología social en perspectiva publicitaria