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What is the role of communication media in the industry and fashion culture in a country like Ecuador? It is necessary to start by understanding the fashion system and how it has been disseminated through its own languages and symbolisms, in order to understand the impact it has generated on local cultural codes. Communication has played a special role in food imagination, consumption and business that does not respect local meanings. In fact, you have never played a leading role in the visibility of those who are "ajenos", completing the concept of the national and how we define local fashion. Fashion communication formats are in a disruptive moment that puts a traditional system to the test while making it increasingly necessary to see fashion beyond brands, media and characters. The need to analyze communication formats and their contents in the cultural impact of the development of this industry, which has had environmental, economic and social interference in Ecuador, is not negotiable. [ABSTRACT FROM AUTHOR]