forward!
Fashion’s FAUX FEMINISM Thoughts on Dressing for Progress By Kris De Welde
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ring on the faux in fashion: faux fur, faux leather, faux feathers! Those trends are (mostly) positive and have far less impact on the non-humans with whom we share this planet. But you can keep the faux feminism out of my closet. Recent trends in mainstream fashion have recognized the capacity for commodifying the “feminist” label—and related ideas—and many
anti-child. Of course, we feminists knew that was ridiculous, a right-wing hijacking of the simple premise articulated by activist and writer Cheris Kramerae: “feminism is the radical notion that women are people.” And today’s feminism is not just about women. It cuts across categories of race, ethnicity, sexual orientation, gender identity and other social markers. It is “intersectional”—that is, attending to liberation from oppressions that
“ The “feminist-inspired” marketing/consumption that has permeated mainstream culture at this moment has the capacity to actually undermine feminist goals…” consumers are lapping it up, uncritically and apolitically. In truth, part of me is delighted to see young people (some as young as toddlers) wearing “grrrl power” and (if older) “consent is sexy” t-shirts, socks, pins, hats, and so on. But I will be honest here—I do roll my eyes and groan. But why can’t I embrace that my local department store has glittery “empowered” tanks for sale as a featured item next to the “skinny” jeans? Just take a moment to sit with that contradiction. Not too long ago, to be called a feminist was to be labeled angry, anti-men, hate-filled, and
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intersect and interlock because of our varied experiences in a world that perpetuates injustice based on social markers. So then we should be celebrating that feminism has become mainstream, trendy and fashionable, right? Isn’t this what we have been waiting for? Not really. “Commodity feminism” (as defined by Sarah Banet-Weiser) is essentially the difference between feminism as an individual identity that one can take on or off depending on the weather and protest du jour versus feminism as a social-political-legal movement for the liberation of all peo-
ples from oppressive systems. The problem with commodity feminism through these kinds of fashion choices is that by themselves they are faux, artificial and false advertising. And, sometimes it is even anti-feminist. The “feminist-inspired” marketing/consumption that has permeated mainstream culture at this moment has the capacity to actually undermine feminist goals, working against them and diluting them. This kind of feminism might be good for the market, but not necessarily for those who should be benefitting from feminism. Some of the problems with commodity feminism are baked into our capitalist system where supply chains and product origins are intentionally obscured. Many of these products (as with other faux trends) are made by women and young girls in the Global South for shockingly little compensation, in dangerous factories, and under tyrannical management. In case it is not obvious, it’s not feminist to support this exploitation. And more companies than we know sell these products and then use our financial support to perpetuate discrimination of people of all genders through unfair or unsafe working conditions, inequitable pay, no access to family leave, or unchecked harassment. Also not feminist. In some cases, feminist swag is totally fine, and I am perfectly willing to buy it, gift it, and don it myself (after doing a little digging about where it is made and who made it). The key difference is that these items are not my feminism in and of them-
