Financial capitalism had several consequences on the daily life of the citizens.The consumer became the main target. The advertising industry bloomed and discovered in the new woman, no longer confined in the domestic, a perfect target to direct the ads. Women found themselves with more liberty but at the same time moral discourses of society on women and sexuality had not underwent that many changes. Same old prejudices about women and sexuality were hidden under a layer of liberalization and deregulation; given in great majority by the irruption of the market. In that situation of blooming consumerism and consumption, and a supposed new feminine freedom are framed the three novels.The feminine entrapment between the new shaping discourses of feminine and racial identity and the consumer ideology is greatly portrayed by Nella Larsen in Quicksand. Helga undergoes an internal struggle to be able to perform her biracial identity. Ever since the beginning, it is depicted the link between Helga´s desires and the accumulation of commodities: “All her life Helga Crane had loved and longed for nice things”(6) The quest for the unreachable object of desire leaves Helga anxious. Commodities help Helga alleviate her sense of shallowness and to boost her mood. Later on, when all the new packages are spread in her bed she quickly forgets the feeling of perturbation for having been exhibited as an animal and she feels joyful for her new acquisitions “Gradually Helga´s perturbation subsided in the unusual pleasure of having so many new and expensive clothes and one time. She began to feel a little excited, incited” (74) Throughout the novel, the extinction of her desire as a reason to abandon the place is connected to her inability of settling in one place due to her fragmented self and her dislocated body. Helga´s attachment and desire to accumulate things clashes with her monetary needs : “Always she had wanted not money but the things which money could give,leisure,attention, beautiful surroundings.Things .Things. Things”(67) It is in things, and not in money or objects where Helga finds the expression of her true desire of self and what she may achieve and become through aesthetics and colour.