The Image of the Feminist Movement in the Field of Brands

An Analysis of the Paradigmatic Case of Grrrl Clothing

Authors

DOI:

https://doi.org/10.62161/revvisual.v17.5701

Keywords:

Feminism, Instagram, Empowerment, Purpluewashing, Brand, Advertising, Grrrl

Abstract

The inclusion of the feminist movement in the field of brands faces the risk of commodification of its discourse and therefore of denaturalization of its claims. We analyze the communication of the brand Grrrl Clothing and reflect on the incorporation of feminist precepts in its discourse throughout 239 Instagram posts between 2015 and 2024 through the standard structuralist method. Far from purplewashing maneuvers we evidenced an effort to build a sisterhood of women with a high degree of commitment and alignment with the demands of the third wave of feminism.

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Author Biographies

Antonio Raúl Fernández Rincón, Universidad de Murcia

PhD in Communication from the University of Murcia and Master in Advanced Communication Studies from the same university. Degree in Advertising and Public Relations from the Complutense University of Madrid. Permanent Professor of Audiovisual Communication and Advertising at the Faculty of Communication and Documentation of the University of Murcia. Researcher member of the Corporate Communication and Consumer Research Group Trendenlab.

Onésimo Samuel Hernández Gómez, Universidad de Murcia

PhD in Communication from the universities of Murcia and Nova de Lisboa. Degree in Advertising and Public Relations and Journalism from the University of Murcia and Master in Advanced Studies from the same university. Technical Engineer in Industrial Design from the Polytechnic University of Valencia. Professor at the Faculty of Communication and Documentation at the University of Murcia. Researcher member of the Corporate Communication and Consumer Research Group Trendenlab.

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Published

2025-06-11

How to Cite

Fernández Rincón, A. R., & Hernández Gómez, O. S. (2025). The Image of the Feminist Movement in the Field of Brands: An Analysis of the Paradigmatic Case of Grrrl Clothing. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 17(3), 249–263. https://doi.org/10.62161/revvisual.v17.5701

Issue

Vol. 17 No. 3 (2025): Social Media and Digital Culture

Section

Research articles

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