Almost all families reach a day when their son or daughter asks for branded clothing. It may start first with just a sweater that has a specific name very large on it. Then pants where the label can be seen. It may also be that they reject pieces – and avoid wearing them – that are not from the brands they like. And it can end up being a whole lady's demand. There is a moment in the transition to adulthood when clothing – like other consumer goods – takes on a value linked to a whole series of names and logos that children increasingly recognize from a younger age.

At Marta's house, with two girls, clothes haven't been a big expense. Throughout their childhood, they've made use of everything that friends' or cousins' daughters no longer needed. It's come to them through the seams, and that's why, even as little girls, both have been able to choose what they like and discard what they don't. They only bought the most basic items, like leggings, which are difficult to pass down. Both the older girl, 12, and the younger one, 8, have agreed on one thing for the past few years: they haven't worn skinny jeans because, apart from not finding them comfortable, they arrived just as wide-legged or flared trousers were back in style.