This discussion contributes to the ongoing debates regarding the (re)sexualisation of female bodies in popular and visual culture. Visual texts display the upper middle-class white female as the carrier of mainstream neo-liberal values in Western societies, and the success of this approach is the twinning of the culture of individualism, self-interest and market values with feminist vocabularies; namely, choice, freedom and independence. Drawing on a broad feminist scholarship that includes discussions on the influence of the HBO series Sex and the (...) City, semiotic analysis is combined with intersectionality to gain an understanding of how gender, class and sexuality shape and reinforce whiteness as entitled to luxury in an advertising campaign for Michael Kors luxury goods. Contemporary representations have expanded to include representations of affluent women who appear to have it all. These new post-feminist subjectivities promote an aesthetic of wealth, to display privileged whiteness, heterosexuality, normative Western beauty ideals and individualism. An intersectional approach reveals the apparent neutrality of neo-liberal values as being an expression of whiteness, specifically in representations of white women as economically independent neo-liberal subjects who display their status through the conspicuous consumption of luxury brands. (shrink)

This article critically examines what might be titled the feminisation of success that is ascribed to optimistic characterisations of new constructions of femininity for young women in the UK, particularly in relation to classed positions. In order to do this it is necessary to understand the complex relationship between feminism, post-feminism, neoliberalism and femininities, especially since the millennium. Young women have been positioned as the beneficiaries of successful social and political change which, together with ideas of individualism and reflexive constructions (...) of identity, almost mandate young women to embody success. The article seeks to examine and assess the discursive constructions of ‘successful femininities’ in relation to their normative limitations and asks in particular whether the putative existence of ‘new femininities’ is attainable for all young women. With the impact of over a decade of neoliberal policies and austerity measures being felt by many, it is argued that the discourses of ‘successful femininities’ work to obscure the recalibrated inequalities that have been forged by neoliberal conditions. (shrink)

Women’s right to exercise choice has been one of feminism’s central political claims. Where second wave feminism focused on the constraints women faced in making free choices, choice feminism more recently reorients feminist politics with a call for recognition of the choices women are actually making. From this perspective the role of feminism is to validate women’s choices without passing judgement. This article analyses this shift in orientation by locating women’s choices within a late modern gender order in which the (...) ideal of choice has increasingly been associated with a new form of femininity characterized as self-determining, individuated and ‘empowered’. Instead of offering an effective analysis of the changing social conditions within which the relationship between feminism, femininity and individual choice has become increasingly complicated, choice feminism directs criticism at feminist perspectives characterized as overly prescriptive. This critique fails to appreciate how feminist ideals have been recuperated in the service of late capitalism and neoliberal forms of governance. By failing to engage critically with processes currently impacting on the social organization of gender choice feminism aids in the constitution of an individuated neoliberal feminist subject which performs cultural work vital to the reproduction of neoliberal governmentality. (shrink)