Sex and the City is one of the most successful TV series. It has become more than a pure TV-production, it embodies a way of life. This article looks at the representation and interconnectedness of identity, queerness and consumerism in the series. Consumerism plays an important role in Sex and the City but the promoted consumption in the series is not limited to fashion; it also includes the consumption of relationships and sex partners. I will argue that queerness and sexual experimentation are represented as consumer products and lifestyle trends instead of a quest for one’s own sexual identity.