Alma’s Reviews > We Were Feminists Once: From Riot Grrrl to CoverGirl, the Buying and Selling of a Political Movement > Status Update

The history of drawing on feminist language and theory to sell products has been driven by the idea that female consumers are empowered by their
personal consumer choices—indeed, that choice, rather than being a means to an end, is the end itself. The idea that it matters less what you choose than
that you have the right to choose is the crux of “choice feminism"…