Covid 19, threatened humanity and the latent desire to consume fashion items: the eternal return of desire?

In the first post-lockdown commercial reopening that aimed to minimize contagion of Sars-CoV-2, in several world capitals, we witnessed tumultuous scenes agglomeration caused by anxious consumers. They awaited opening stores major fashion brands and, as a result, generated relevant revenue for these companies. Based on thinking philosophers: Lipovetsky, Deleuze and Foucault, promote reflection such behavior. Considering threatening context at time, exposure risk unknown proportions, asked ourselves: what drives this desire consume? We deal with logic governs capitalist systems, whose historical relationship gave rise desiring consumer. Fleeing from dichotomous thinking, consider reason-system is condition constitutively produced subject, which has its maximum expression culture. conclude that, culture Being, was sought an essential consumption.