The culture of consumer capitalism encourages authentic individualism on the one hand, but, on the other, also promotes the tendency towards conformity. “Identity”, has never been so “fashionable”. Consumer society allows us to change identities in an instant and, as a result, any identity we assume is subjected to a constant onslaught of scepticism and uncertainty. Consumerism puts at our disposal such a wide range of possible identities as the whole question of identity seem almost arbitrary. In this article, I will examine various examples of simulated identity, as expressed in the paintings of the contemporary artist Chaya Agur. The discussion on the role of the “mask”, as “persona” will be critical.