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

This article resumes the insights gathered from the fashion world in Bogotá, brings to light thanks to the action of the social anthropology observatory, part of the Advertising Program in the Jorge Tadeo Lozano University. In the development of the text, first we expose a framework about the relationship between the social anthropology and the advertising industry also; This paper show the case of the Hipsters, an upcoming subculture in Bogotá. The ethnography method of the research brings the possibility of gain cultural insights like the growing trend based in the social customization of the fashion and the use of the new media such Internet in order to create fashion communities of counter culture. [ABSTRACT FROM AUTHOR]