This study seeks to analyze relationships between consumption practices and the experience of motherhood in the contemporary life. In particular, the proposal is to investigate how women who have just had a baby construct their maternal identity through consumption. According to that, analyzing the characteristic of consumption that creates the mother s image for these women, the study seeks to understand consumption models that mark a definitive transition for female life: motherhood. To establish the conclusions of the research, it was used qualitative methods including interviews with five women of Rio de Janeiro, who became mothers in the past nine months.