This article shows how the conception of femininity has been appropriated and manipulated in male-dominated constructions of the female consumer and presents alternative models that can subvert such constructions. Women have always played a key role as major consumers, but their role has traditionally been defined as passive and irrational, with women themselves often degraded to the status of commodity. The female consumer must free herself from the male gaze and discover her own subjective gaze in order to become a true subject of consumption-one who embodies her own narcissistic desire for objects/commodities as well as her own feminine pleasure. Furthermore, women consumers must open up the discourse of consumer culture beyond the current limits of Western consumerism to embrace a more global perspective. Their activities as consumers also need to be viewed from a more materialist and eco-feministic perspective. To counter prevailing Western models of consumerism, they must develop new and subversive strategies such as "sustainable consumption" and "consumer liberation" to give birth to genuine consumer-subjects who can be productive agents as consumers.