Nobody likes feminists. Marissa Mayer famously avoids identifying as a “feminist,” as does virtually every (female) celebrity who gets asked. In a University of Toronto study, participants found feminists so unlikeable — “man-hating” and “unhygienic” — they were actually less likely to support women’s equality. Thank god Elle U.K. elected to “re-brand” feminism, a term it says has "become burdened with complications and negativity.” For the November issue, the magazine paired three feminists with three advertising agencies: teen activist Jinan Younis with Dior brander Brave; Vagenda founders Holly Baxter and Rhiannon Lucy Cosslett with Nike agency Wieden + Kennedy; and Feminist Times editor Charlotte Raven with Mother, the agency that recently launched a separate feminist campaign to make pubic hair cool again. Preview the man-friendly and hygienic results here.
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