This research aims to establish the relationship between design practice and social memory in order to understand the context of the production of symbolic goods in the phenomenon of fashion and the temporality of capitalist and industrial society. Through the narrative content of the references of the past present in the production of Ronaldo Fraga, we propose a theoretical analysis about the social practice of design, putting in question the associations between social memory representations of objects and the production of clothing. From a sociological approach, we identified the collective aspects of the design practice, highlighting the characteristics of the production of Fraga and emphasizing how the logic of fashion articulates the values of memory in a token economy. In this sense, we investigate the ways in which memories are transformed into products in the world of clothing. We explore the notion of fashion collection, tradition and narrative in the development of design-history. We also examine how fashion, as the field of cultural production, is structured from a specific temporal relation, which memory function to provide particular economic values at stake in the practice of garment production. Thus, we focus on the role played by Ronaldo Fraga to the context of the inclusion of fashion to the Ministry of Culture and the display of Rio San Francisco as the place devoted to the relationship between design practice and social memory.