“We bleed for female empowerment”: mediated ethics, commodity feminism, and the contradictions of feminist politics

Abstract

ABSTRACTDiscourses of female empowerment are increasingly prominent within ethical capitalism, which seeks to remedy global crises with private-sector solutions and their commodities. This article examines the intersecting manifestations of female empowerment, commodity activism, and ethical capitalism with case studies on Born Free Africa, a fashion collection combatting mother-to-child HIV transmission, and THINX, which sells “period-proof” panties. Each company articulates empowerment through a binary between the Western feminist savior and “in-need” woman of the global south. This article argues that this iteration of empowerment not only reinforces logics of neo-colonial capitalism, but also masks disciplinary regimes for individual feminine subjects.