Consumer items and gendered identities on display and in transition, existing materially and symbolically within a matrix of relations of production and desire. The practical frustrations and self-confirming identity choices of local shopping lead to consideration of twentieth-century consumer society’s essentialization of individual gender identities despite apparent freedoms and autonomy of choice. Marx’s analysis of the reification of the object and the fetishization of the commodity informs public displays of youth culture: masculine, feminine, and trans. Modern young women and men shape their gendered public personas through the knowing appropriation of brands as identity performance, yet risk repression by the state, society, and family. Whether dancing too exclusively to Pharrell Williams’ Happy, or performing gender identity too essentially through transsexual identification, Iranian youth encounter the limits of branded identity even as they claim the freedoms apparently promised by the social market. Borrowing from Jacques Lacan’s positing of gender as a choice between two doors, the question of what is behind the doors might matter more than deciding between them.