Drapers looks at the rise of feminist marketing as why fashion retailers are embracing empowering campaigns. What follows is one of the most recognizable marketing campaigns of recent years: a triumphant minute and a half of women running, boxing, dancing and sweating. Sport England’s “This Girl Can”, created to get more women exercising, soared to viral success when it first appeared on TV screens in January 2015. It turned away from stereotypically “perfect” images by showing women of all shapes and abilities, marking a sea change in the way brands talk to their female consumers. Campaign manager for This Girl Can, stresses that the advert became such a success because it was based on real insight from its target audience.

Fashion retailers have been quick to unveil their own campaigns focusing on female empowerment. Swedish giant H&M sought to “redefine femininity” with its autumn 17 campaign, showcasing a diverse group of women to an updated version of Tom Jones’ She’s a Lady.

Another successful example of a brand backing up an empowering campaign with social responsibility comes from Italian clothing brand Benetton, long famed for its advertising campaigns. It sought to challenge male attitudes towards women in India, its largest international market, with the “UnitedByHalf” campaign for March’s International Women’s Day. The brand also worked with partners in the region on projects to support female factory workers in India.

Benetton India managing director chief executive officer Sundeep Chugh explains that women in India receive less than half the years of education of men and have the half their share of gross national income. Even India’s metro has been wracked by issues of women’s safety and sexual assault. Unless the issue of women’s equality enters popular debate, the situation in India will remain far from ideal.