Fresh from your grocer’s freezer comes a brand new “rebranding” of feminism fresh from the pages of Elle magazine because duh, no one WANTS to be a feminist and it needed a makeover. Listen: feminism is boring, it’s all ragey bitches raging about wanting to be treated equally and getting all pissy about street harassment and violence against women and people telling us what to do about our bodies. WHO NEEDS THAT? So thanks to Elle UK, feminism can be cool again, ladies can all feel like it is OK to want things that are a basic human right, like being treated like a human. Three different ad agencies worked with three different feminist role models in creating campaigns based on feminism.
Mother is an advertising agency, and they used their campaign to illustrate how British women earn an average of 15 per cent less than men who work in the same positions. Another agency, called Brave, worked with Jinan Younis, who was bullied after she started a feminist group at her school. Their campaign asks women to reconsider the label of “feminist.” And Holly Baxter and Rhiannon Lucy Cosslett, the founders of satirical feminist blog Vagenda, worked with the agency Wieden & Kennedy on the campaign that asks women to take to social media and use the hashtag #Iamawomanand to challenge typical “feminine” stereotypes. Rebranding Feminism centers around an eight-page feature in the November print issue of Elle, published on Wednesday 2 October.
I’m a raging fan girl of the young Jinan, and I think that any time a major publication brings women’s issues to the forefront it’s great, but this all just seems so… ironic. A fashion magazine rebranding feminism? Like photoshopping it? Giving it breast implants and teeth whitening and liposuction? I think most people who consider themselves feminists know it isn’t “extreme” – it’s just common sense.
But I guess everything needs a makeover at some point, so why not glam up feminism? Just like it’s My Little Pony…
(Images: ELLE, Tumblr)