The aim of this work is to understand the consumption dynamics among a group of young upper class girls from the south region of Rio de Janeiro, Brazil. An ethnographic survey sought to build the network of values of the group in order to give meaning to their practices. Consumption is interpreted in this work as a form of social communication and analyzed from an informational perspective. In this sense, it was observed that the phenomenon called Brazilian dilemma by the anthropologist Roberto DaMatta to refer to national celebrations, also takes place in the consumption practices. We are able to observe a connection between two contrasting values in the Brazilian culture: tradition and a modern, individualist ideology. In the consumption dynamics we are also able to see both sides: a collective one, which happens to reinforce the affective connections between people, and an individualistic one, which ensures a singular identity representation for the person. While in one case, the group values dominate, in the other, the individual surrenders himself to his own daydreamings. Therefore, the consumption of this Brazilian group characterizes itself not by one or another dimension but by a mixture, by the relation between tradition and modern values.