In the ever-evolving narrative of gender and success, there is a growing recognition that success and femininity are not mutually exclusive. Today, many strong, successful women are choosing to embrace traditionally girly clothing and feminine aesthetics, challenging outdated stereotypes and redefining what it means to be powerful. These women are not only making strides in their professional fields but also asserting that femininity can coexist with strength and leadership.
Historically, professional success has often been associated with a more masculine presentation.
The business suit and minimalist aesthetic were once seen as essential for womxn to be taken seriously in the workplace. However, this notion is rapidly changing. Strong, successful women at the top of their game are embracing their femininity, demonstrating that wearing dresses, glossy lipsticks, and vibrant colours does not diminish their capabilities or influence.
A movie role that exemplifies this is Reese Witherspoon’s iconic role as Elle Woods in Legally Blonde. It perfectly encapsulates the themes of embracing femininity while asserting strength and intelligence.
Elle Woods, with her penchant for pink and glamour, enters the traditionally conservative and male-dominated world of Harvard Law School. Despite initial scepticism and prejudice, Elle’s unwavering confidence, authenticity, and intellect ultimately prove her detractors wrong. The film brilliantly paradoxes the superficial judgments about femininity, showing that Elle’s girly clothing and bubbly personality do not undermine her capabilities. Instead, they highlight a powerful message: that embracing one’s femininity can coexist with, and even enhance professional excellence and resilience.
Strawberry Lips is lending its brand voice to the empowerment of feminine women in South Africa. It’s a lighthearted message, that has a strong resonance: #IloveMwah! A campaign dedicated to celebrating independent, goal-oriented, successful and self-loving womxn who proudly conquer the world in their own ‘girly girl’ skin.
Oh yes, honey, the manifesto on womanhood has never felt so distinctly feminine! The campaign messaging champions ‘girly girls’ who embrace their femininity unapologetically: “I’m self-obsessed, I’m full of myself, I overflow until I run over, I’m a leader, call me head of slay, In the kingdom of I, I’m the queen, I ain’t got no type, I’m the only thing I like, My face card never declines, It pays out all the time, Nails done, hair done, everything did, I LOVE MWAH!”
Although constantly faced with many challenges; discrimination, unequal pay, limited opportunities, lack of support, and constant gender-related scrutiny, womxn are boldly pursuing their dreams and desires. However, often, the higher up the corporate ladder womxn go, the more demure they are expected to be.
It’s women like television personality, beauty pageant titleholder, businesswoman, and philanthropist Basetsana Kumalo, Vice President of Massmart Diversity, Equity and Inclusion Dolly Nqonji, DJ, producer, media personality and businesswoman, DJ Zinhle, who prove that when successful women embrace femininity, they contribute to creating more inclusive environments. Their presence and leadership encourage diversity of expression and dismantle the rigid norms that have traditionally defined professional attire and behaviour.
Founder of WMN Attorneys Inc, Zama Ncobo, a boutique commercial law firm that provides specialist advice in male-dominated industries including infrastructure, natural resources, and technology, recently said after receiving an award in celebration of bold women: “As a construction lawyer, I advise in male-dominated industries, so the exposure is invaluable for me and my firm. But it’s also given me access to spaces where we embrace femininity within the workplace amidst the stronghold of a male-dominated industry, uniting in strength and softness as formidable female forces.”
Anele Mdoda recently shared her Vanity Affair-themed 40th birthday celebration on social media platforms explaining the theme as Vanity: ‘excessive pride in or admiration for one’s own appearance or achievements’. Her guests came dressed to the nines and she performed several covers of her favourite songs, posting one of the photos with the caption that embraces the spirit of the #IloveMwah campaign: “You have to be a little delusional about yourself” – a true profession of self-love.
There’s no shortage of phenomenal women who have taken liberation to the next level throughout history, and up to the present day, women from around the world have made extraordinary contributions to our societies, often without receiving due recognition.
From the bra-burning feminists of the 1960s in America to Ellen Johnson Sirleaf who was the first woman elected to head an African country, Angela Davis the political activist who was a key leader in the Black Power movement, Thando Hopa South African model, activist, lawyer, and the first woman with albinism to be on the cover of Vogue, Alice Walker, whose most famous work, The Color Purple, has become essential in telling the story of Black women, the Queen of Pop Madonna, who has made a career out of challenging societal norms regarding women and sexuality through her music and videos, even to date, at age 58, proudly dressing as provocatively as she wishes, and so very many more womxn; Christine Qunta, Chimamanda Ngozi, Janet Mock, Michelle Obama, Caster Semenya and Laverne Cox are just some of the names that come to mind.
These trailblazers defied all odds at a time when society did not give them permission, emerging as leaders in their respective industries and communities while contributing significantly to the liberation of womxn in various aspects.
Breaking barriers in a bright pink suit and a personality to suit are the Strawberry Lips campaign message that is the latest addition to the liberation of women – it’s the platform for ‘girly girls’ to gather confidently, strut their strengths with their heads held high, leaving a compulsive trail of fearless self-love that every womxn and man can be inspired by.
Cheers to ‘girly girls’ all over the world!
Words by: by Kgalaletso Dithejane, DGB (Pty) Ltd Marketing Manager
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