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In Brazil, the sector of events and ceremonies had nearly US$5 billion in revenue in 2015, although more than just money revolves around this market. In this article, I accompany brides and grooms in the process of organizing their wedding celebrations between the geographic and economic extremes of the city of São Paulo. I demonstrate that in the Zona Leste [eastern zone] of the capital, in contrast to stores for the upper classes, the physical space of the market for bridal dresses is constantly claimed as a field of feminine power and that the time for preparation of weddings, in turn, is the materialization of a moral regime that is inclined toward collectivization. From relatives to God, everyone is involved in organizing weddings. Thus, I highlight how the territorial constitution of São Paulo – and the economic nuances impressed in the geographic distribution – alters social dynamics and transforms weddings into particularly distinct enterprises from one side of the city to another.

FORMAL ATTIRE FROM ONE SIDE OF THE “BRIDGE” TO THE OTHER: THE WEDDING MARKET AND CLASS AND GENDER RELATIONS INSCRIBED IN THE TERRITORY OF THE CITY