I will be exploring the relationship between consumerism and identity. I will ask if people are free to create an identity and control the way in which they express themselves under the social order of consumerism. I will argue that rather than being emancipatory, consumerism instead imposes restrictions on people in ways that will be explored in this essay. The main philosophical ideas used to engage with this thesis will be drawn from works of Jean Baudrillard. I will primarily be drawing from Baudrillard’s The Consumer Society and will later incorporate some ideas from his Simulacra and Simulation. Baudrillard’s philosophical analysis of consumerism provokes much thought about identity, and the freedom that we possess to manipulate this identity. These ideas will be fundamental to my argument.