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...Narratives of fashion what becomes heritage turns into history rafaela norogrando joao a mota id instituto de investigacao em design media e cultura universidade aveiro gmail com joaomota ua pt summary this paper forms part larger project which researches and analyses several museums focusing on the exhibition objects we adopted ethnography as qualitative research methodology alongside theoretical references contents for reflection criteria annual awards sponsored by museum question dichotomy between art science in relation to world today with their agents users ethical challenges verify construction sometimes distant from its role an object broad market appeal result material culture beyond problem also cognitive relations visitors through instinctive understanding these order contribute more comprehensive work being done exhibitions costumes highlight standards specificities presents gaps opportunities that may be conducive broader or diverse perception universe keywords cognition in...