Feminist Capitalism: Feminist Branding in a Neoliberal Society

In light of the new feminist wave, feminism has become commercially popular. Brands have embodied this phenomenon through campaigns revolving around female empowerment. This calls for an exploration of the complexities of feminism within a capitalist society and the implications this holds for the feminist movement as well as the organizations that capitalize off it. While there is potential for sociocultural change through the increased representation of feminist ideals within mainstream spheres, it remains within a neoliberal capitalist structure and further perpetuates this hierarchal system. Therefore, the impact of contemporary feminist branding is more nuanced than the dichotomy of good or bad. Through the exploration of Victoria’s Secret, Nike, and Billie Razor we gain a greater understanding of the ways in which feminism is co-opted by corporate brands and the strategies (or lack thereof) brands utilize to adapt to the demands of the movement as well as the implications this may hold.