Fashion & feminism

Every chick flick movie is entitled to at least one montage sequence that shows the protagonist going through a “makeover” that usually consists of extensive shopping and beauty treatments. Everyone goes shopping, whether male of female but it’s known universally that women shop for fun, and sometimes, they consider shopping a stress reliever.

So what is it that makes women enjoy shopping? Is it the pleasure of buying clothes that will change how we look? Or is it the pleasure of just spending money? If you ask me, for a long time ago, shopping has turned from a process of attaining essential needs to a process that reinforces what Hilary Rander calls in her book, autonomous individualism. In her book Neo-Feminist Cinema, Rander attributes the autonomous individual to the woman who apprehends her pleasure for herself and whose health can be measured by the body’s capacity to experience itself as pleasurable. So shopping is now a way of proving one’s independence.

So, Do the female representations in media effect our own perception of power and being a feminist? Well, being surrounded, or suffocated, by the media that advocates for consumerism played a role in turning most women into neo-feminists. According to Rander, Neo-feminism means, “control over one’s body/face/self, accomplished through the right acquisitions can maximize one’s value at both work and home.” Although we might not be aware of it, we shop for the pleasure of having the power to choose what we want and how we look.

Although being a shopaholic in some way contradicts with one of many things that feminism stands for, that is liberating women from being sexualized in media, it seems that Neo-feminism has changed this view. Neo-feminism encourages consumerism and individualism, while on the other hand; feminism had always advocated for female solidarity and independence. So it is still possible to be a feminist and a shopaholic?