The rise of ‘femvertising’

In spite of this, she not only became a soloist at the American Ballet Theatre, but also lent her face to Under Armour’s “I Will What I Want” campaign, one of the more recent additions to the so-called “femvertising” craze.

“Femvertising” Through the Years

Incorporating feminism into marketing messages isn’t new. Ever since women’s liberation movements became prominent in the ’60s and ’70s, companies have harnessed the movements’ ideals—or, at least, the popular interpretations of these ideals—and transformed them into moneymaking vehicles.

Maidenform’s 21-year-long “I Dreamed” campaign and the ads of bestselling perfumes Charlie and Enjoli, both of which were marketed toward the liberated, working women of the 1970s, are great examples.