Abstract

The chav is a pejorative and stigmatizing sociocultural label, which the female public fought not to have. However, and for some time now, the tables have turned. Starting in the second decade of the second millennium, there is a growing taste for the aesthetic and experiential imaginary of the chav cultural system. This has positioned itself as a powerful trend-generating focus, followed from high fashion to large clothing chains, and, to a certain extent, the chav has emerged as a paradigm of female empowerment, imitated by great references in current music. But, what have been the factors of change of this tendency? What consequences have been the resulting for the world of fashion? And, above all, what real impact has it had on the appreciation of the chav in society?