FLEB Infographic

What is the female lifestyle empowerment brand (FLEB)

and why is it a problem?

Female

  • Conform to the cultural demands of Ideal Femininity in order to rise
  • Reinforces gender dualist/binary

Lifestyle

  • Display wealth, privilege & leisure in order to manufacture social authority over other women

Empowerment

  • Use the language of feminism & social change to bait a women into following/buying… while doing (oppressive) business as usual.
  • Conflates individual success with collective empowerment (they are not the same thing)

Brand

  • Teach women how to style themselves as saleable, consumable objects in order to ‘succeed’
  • Asks us to erase ourselves in order to perform a brand character