This paper questions the (re)negotiations of the pre-crisis consumption politics in Greece in the last five years, focusing on lifestyle. Contrary to its international sociological definitions, in the Greek context, this term refers to discourses that emerged in the 1980s and experienced success in the succeeding decades. These discourses were advocated by journalists, mostly those born after 1960, who were working for media organizations that played crucial roles in the reorganization of the country’s mediascape from the late 1980s. Lifestyle highlighted conspicuous consumption, sexual liberalization and increasing participation in the growing economies of pleasure. Most lifestyle media enterprises closed after 2011 mainly because of the crisis in the advertising industry.