feminism can be defined as the belief that women should have equal rights to men. the feminism principle aims to place women and men as intellectual and social equals.
The term feminism evolved from the 19th century when women were seen as properties of their husbands and fathers.As such some women decided to set up unions like suffrage movement and women social political union to change that notion and give women equal rights. since the late 1960's fashion magazines have become improbable vehicle for women to air their opinions and grievances (Benstock and ferris 1994).
feminists of a generation ago taught women that intrest in dress and beauty was the result of socially produced false consciousness (Benstock and ferris 1994). This idea seems to have taken a back seat.In present times fashion feminism and consumerism have become bedfellows.
from the mid 19th century through the early years of this century consumption has been an aggravated activity (Mcrobbie 2008). The post feminism era is associated with consumerism. the idea of 'what am I going to buy next'. in fashion magazines emphasis is placed on women do with goods. Thus the 'world of goods' offers certain types of 'freedom' or even 'authority' to women as consumers with these taking on overtones of sexual freedoms or transgressive pleasures ( Mcrobbie 2008). 
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