This essay explores the impact of new consumer cultures on rural women in Chile's fruit-export sector during the military regime of Augusto Pinochet, 1973–1990. It challenges the longstanding assumption that the “consumerism” associated with Chile's neoliberal makeover was overwhelmingly reactionary in its political consequences and debilitating for working-class communities in particular. It argues that while new consumer cultures emerged within, and sometimes exacerbated, conditions of extraordinary exploitation and want, consumption was also a site through which women fruit workers challenged family patriarchy and created new forms of community with each other. Taking the central valley province of the Aconcagua Valley as its focus, the essay examines women's enthusiasm for the proliferation of imported commodities such as ready-made clothes, makeup, televisions, refrigerators, and electronic music devices, whose availability resulted from employment in the fruit-export sector as well as new sources of consumer debt. It concludes that while such new consumer desires and practices positioned rural women as validating certain aspects of the military's modernization project, it simultaneously encouraged women to resist necessarily linkages between “authoritarian” and “modernity” and to embrace gender ideals that were quite oppositional to those the regime promoted.