This article, cased on ethnographic research, documental sources and interviews, focuses on the formation of a gay and lesbian market in São Paulo since the 1990's. It analyses a disposition to escape to categories related to sexuality in the definition of spaces of sociability and consumption, which are supported by a public that could be called of "modern" people. The analysis of these processes is founded on theoretical perspectives that assume the contingent and performative character of identity construction, as well as considering the processes related to consumption as basically a social act.
Sexuality; Lifestyles; Consumption; Homosexuality; Identity