The study aimed to identify how consumers seek information about fashion in order to make a purchase and update on trends and products. We sought to understand which media they use, what kind of information and who seek to influence them in the process. Eighteen consumers were interviewed, aged between 20 and 30 years, from classes A and B, in the city of Rio de Janeiro. The results show that information search is mainly performed by internet, blogs and specialized sites, but that consumers still find it necessary to round the shops. The distrust disclosures in blogs and fears of buying in stores were also identified issues.