The present study seeks to understand the way in which the representation of women s fashion and consumption is presented in Brazil, having as object of analysis the Garotas do Alceu column, created by the illustrator Alceu Penna, published between 1938 and 1964 in the O Cruzeiro magazine and considered as an essential reference of fashion and behavior for women of that period. For this, a qualitative research was conducted through content textual analysis, based on theoretical references that approach discourses about fashion, consumption, journalism and female sociability from a cultural perspective. The research also has historical references related to women s fashion and consumption practices in Brazil, as well as the women s press and fashion journalism practiced in the country. Because Rio de Janeiro is the city responsible for dictating fashion and behavior patterns in Brazil during the period studied, including the city chosen as the setting for the Garotas do Alceu column, we took the capital of Rio de Janeiro as a reference for this research.