In this thesis, I will deal with the portrayal of women through the prism of the consumer society during the Socialist Federal Republic of Yugoslavia. More precisely, the focus will be on the so-called approach of Western culture to these areas, which was gradually introduced into the daily life of individuals in Yugoslavia through film, fashion, advertisements and magazines. This is important because the target group of the consumer society is women. The first part of the work places the consumer society in a historical context and focuses on the political background of Yugoslavia, while the elaboration deals with the types of propaganda tools and places fashion in different categories, with a great emphasis on the promotion of the fashion industry and the luxurious way of life. However, there is no one-dimensionality, consumerism in Yugoslavia is characterized by many contradictions. Furthermore, through a more detailed analysis of the relevant literature, it is possible to read how the identity of a woman as a consumer is formed. The woman we see in a fashion magazine is a reflection of the sociopolitical situation in the country, so the ambivalence of Yugoslav socialism is visible, but there are still efforts to address and affirm the emancipation of women. The imposition of the ideal type of woman through various forms of popular culture (magazines, advertisements) is investigated, using the example of the then popular magazine Svijet.