To analyse the phenomenon observed in fashion retail chains, which often use conceptual style references presented by luxury brands at fashion weeks to develop commercial collections, we adopted the perspective of appropriation, assuming that there would be an inherent process of adaptation, thus generating a new product. Collaborating with the hypothesis presented are the concepts of material culture with a focus on the importance of consumption and materiality in understanding the dimensions of social life; the relations of strategy and tactics that exist in the idealisation of fashion and adaptation for the appropriation of fashionable behaviour; the Western conception of fashion in order to understand the model structured in the mid-19th century that constituted the model in force; and the conception of identity in post-modernity, in an analysis of how the transformations promoted at the end of the 20th century shook up the perspective of a unified identity, giving rise to the notion of identity multiplicity.