Far from rejecting seductive powers, the emerging feminist wave of today is more interested in combining a strong activist spirit with femininity. At the center of this expression we find Nigerian writer C. Adichie who stated at a TEDx talk in 2013: “I’m a happy, African feminist, who does not hate men, who likes lip gloss, and who wears high heels for herself but not for men”.
By including an extract from this very conference in her new single Flawless, Beyoncé has become the global spokesperson for this feminine approach to feminism. 
2013 was a powerful year for feminism, the American author H. Rosin even declared The End of Men! Reality is certainly less entrenched, but nonetheless, the phenomenon of female empowerment is profoundly shifting the role of women on a social, economic and cultural level.
The February edition of British magazine Dazed & Confused (2014) testifies to this escalating social dynamic by featuring the Kenyan Academy Award winner L. Nyong on its cover, and numerous articles on girls who are ruling our world today. 
In emerging countries, advertising is dominated overall by Western-oriented stereotypes (Caucasian models, long hair, classical postures of seduction). Lately however, local editorials and magazine covers are beginning to push forward with new, more authentic representations of its native women. The Chinese edition of ELLE magazine (July 2013), for instance, is one of the publications that are beginning to feature aspirational, active businesswomen with short hair and a more singular style. 
Out of the ordinary
Audacious brands have started to defy traditional fashion criteria and oppose the perfectionist ideals of beauty associated with youth and healthiness. Rick Owens’ SS 2014 fashion show blew everyone away when an enthusiastic step dance team replaced the usual runway models. Forever Yours Lingerie also made a bold move when inviting their plus-size model, E. Mayday, to be the face of their advertising campaign while battling cancer. 
The brand did not shy away from her baldness or her scars; instead they used it to convey a powerful message advocating feminine strength.