Beyond the "Girl Boss": Embracing "Soft" Feminism in the Age of Sandy Liang

From Power Suits to Pastels and Ribbons: The Evolving Face of Feminism

From suffragettes staking a claim for their right to vote to the second-wave feminists advocating for sexual and workplace rights in the 1960s and 1970s, women have consistently striven to be recognized and respected though it was by a predominantly white, privileged feminist narrative. Similarly, in the mid-2010s, the "girl boss" era was in full swing. White, privileged women were taking CEO seats – it was a time of corporate power suits, bold statements, and aggressive ambition. Brands latched onto the term, books were written, and for a moment, it seemed like a fresh wave of feminism was emerging. While the "girl boss" movement certainly empowered many, it also had its limitations. Yet, as the years progressed, its limitations became painfully evident. The energy was, at times, somewhat rigid and singular in its definition of success.

Today, as we stand in the midst of the Sandy Liang, Miu Miu, Shushu Tong, and Simone Rocha aesthetic era – characterized by its gentleness, with bow ties, coquette girls, and the emerging Tiktok “girl” trends – we're witnessing a subtle but powerful shift in the perception of femininity.

The Rise and Fall of the "Girl Boss" Era

Coined by entrepreneur and Nasty Gal founder Sophia Amoruso in 2014, the term "girl boss" became synonymous with "hustle culture," but with a feminist-lite twist. This movement combined the enthusiastic drive to succeed with a celebratory sentiment for breaking barriers. Indeed, its message was essential, advocating for the rightful place of women who are, undoubtedly, as capable as their male counterparts.

The predominant "girl bosses" were often wealthy, college-educated white women who were not only executives but also brand ambassadors, often with sizable social media followings. Their companies, despite differing products, carried similar promises—ethical business practices, inclusivity, and breaking the proverbial glass ceiling. Their ascent to power was seen as evidence of progress, of breaking barriers.

However, the glossy, millennial-pink narrative soon wore off. Nasty Gal, for instance, faced allegations of workplace discrimination Glossier, another brand hailed for its feminist ethos, faced accusations from former Black and POC employees about a toxic work environment. The overarching "girl boss" narrative came under scrutiny as it became evident that merely being a female leader didn't equate to fixing the deeper issues inherent in capitalist systems.

It's undeniable that the "girl boss" label had its shortcomings. Its sometimes over-simplified view on success and the misjudged expectation that female leadership could singularly rectify problems deep-rooted in capitalism or startup culture was naive. But, it's also worth noting the uneven playing field. The same attributes praised in figures like Elon Musk or Mark Zuckerberg, when mirrored by women, often met with criticism. This isn't an excuse for any genuine misconduct by female leaders but an observation on the disparate scrutiny they endure.

The Soft Feminine Revolution

The new wave of feminism isn't about replacing the "girl boss." It's about diversification. It recognizes that there isn't a one-size-fits-all definition of what it means to be a strong woman. Where once we saw an overwhelming push towards hard, unyielding expressions of womanhood, today's feminism is embracing the soft, the gentle, and the nurturing without any less emphasis on strength and empowerment.

The Sandy Liang aesthetic, with its blend of pastel tones, frills, and a delicate touch, encapsulates this perfectly. It doesn't scream for attention; instead, it invites understanding. It's a manifestation of strength in softness, power in vulnerability.

”Soft girl” Isn’t New

This soft revolution isn't entirely new; it's been brewing for a while, often hidden in the corners of Pinterest boards and Tumblr blogs —  I recall countless hours spent scrolling through Tumblr and Pinterest in my dorm room, curating images that celebrated a softer, dreamier side of girlhood. Images that weren't about corporate power or assertiveness but about whimsy, nostalgia, and innocence. The dainty scenes and costumes in Sofia Coppola's Marie Antoinette held a special place in my heart. They epitomized the blend of vulnerability, strength, and beauty that resonated with me. It was a space where I, and countless others, could cherish a version of womanhood often overshadowed by louder narratives. Those were the safe spaces where women expressed their soft sides without the fear of being labeled "less than" or "not strong enough". It's no wonder that as these aesthetics gain mainstream traction, they’re not only reshaping the face of fashion but also the very ethos of modern feminism.

Redefining Strength

Tiktok trends like "girl dinner, " “girl math,” and “tube girl” represents community, bonding, and the power of shared experiences. It celebrates womanhood without the hustle, the ambition, or the fight. It's about simply being – being present, being together, and being women.

Not every woman desires to be a "girl boss," self-made, or the CEO of a company. And that's perfectly okay. The spectrum of ambition is vast and varied. Some find their purpose in leading large corporations, while others may find fulfillment in quieter roles, perhaps as artists, caregivers, educators, or countless other vocations. The essence of modern feminism is recognizing and validating the choices women make for themselves, free from societal expectations. True empowerment is the freedom to chart one's own path. Today, many women are carving out their own destinies, making a mark not necessarily from boardroom seats but through digital platforms. They are influencers, fashion mavens, and lifestyle gurus, making a living by sharing beauty tips, trends, and life experiences. This speaks to a broader perspective on success and empowerment – one where you don't need a corporate title to be influential or accomplished. We now recognize the strength in creating our own tables, sharing stories, and basking in our multifaceted identities.

The New Era

Today's feminism moves beyond the limitations of the "girl boss." The Sandy Liang aesthetic and Tiktok trends around girlhood underscore a deeper understanding of empowerment. Strength doesn't just come from sitting in positions of power; it's also about creating our own spaces, sharing stories, and celebrating our multifaceted identities.

As the era of bow ties and coquette girls rises, it serves as a reminder that femininity and strength are not monolithic. The post “girl boss" wave of feminism paves the way for a more nuanced, inclusive, and authentic understanding of what it means to be a woman in the modern world.

Girlhood is a dynamic spectrum one traverses throughout life. At times, we find ourselves immersed in roles traditionally perceived as domestic or feminine; at others, we're engaged in responsibilities traditionally deemed masculine. These fluctuations emphasize that a woman's essence isn't defined by singular roles but by her ability to adapt, grow, and redefine herself against changing backdrops.

The original hustling spirit of the "girl boss" was undoubtedly well-intentioned and still resonates with many today. The future will likely see the spirit of the "girl boss" evolving, adapting, and taking new forms. With change in the wind, I can't help but wonder: What does the next chapter of women's empowerment hold?