Beyonce thinks it's cool. Emma Watson thinks it's cool. Feminism is for sure getting cooler these days. With feminism's increased popularity, it's also true that it's achieving some commercial success.
You've seen the Dove commercials. The commercial success of feminism also means that companies have started to co-opt the language of feminism to sell products. Commercials from these companies suggest that when we purchase their products, we are somehow being more feminist.
Instead of me trying to fumble through this nuanced idea, I will instead direct you to the source. If you have 15 minutes, please please please watch this video because it talks about the complexities of a concept called "choice feminism."
Next week, I will be talking about how this concept applies to dieting.