Il tridente della moda tra fast fashion e haute couture

Analyzing the city through the shopping practices means to highlight cultural stereotypes involved in the use of the city spaces and the re-sulting urban and logistical changes. Thanks to the ethno-semiotic ob-servation of shopping practices situated in the Roman street complex known as Tridente, we have examined four different shops, two be-longing to fast fashion –i.e. H&M and Zara–, and two luxury flagship stores –i.e. Hervé Léger and Louis Vuitton Roma Ètoile. Their compar-ison is based on the methods of construction of indoor and outdoor spaces, on their uses, on the influence of the spatial organization in the enhancement of actors' paths and experiences, on the significant tem-poral scansion for shopping practices and on the types of behavior that narrativize the urban space.