Abstract

This article presents fashion as a mechanism of domination and political legitimacy, focusing on Soviet-type state socialist regimes. In particular, it documents some dynamics shaping the politics of fashion in the socio-political context of 1960s Cuba arguing that the consolidation of a radically new political order in the country was based, in part, on the production of denotative logistics that associated clothes with political values. The article concludes that denotative logistics are activated as mechanisms of impersonal rule in periods of political transition or regime change, such as after the triumph of the Cuban Revolution. In those moments, they articulate processes of social engineering oriented toward producing a new society and a new man.