Russian Youth Perception of Feminism Discourse in Communication Campaigns of Clothing Mass-Market Brands

Feminism is a part of modern culture and affects many areas, including the fashion and beauty industry. For decades, the image of a woman did not go beyond the standards of beauty and the stereotypes of femininity. The waves of feminism have made a great contribution to changing the foundations and the female image is associated with strength, confidence and independence now. Young people follow modern trends and actively support the movement. At the same time, brands apply his ideas in their campaigns, trying to meet the wishes of the audience. In this study, the use of feminist ideas in clothing brand campaigns is considered from the point of view of the intersectional feminism theory. The research is aimed at studying the attitude of Russian youth to the discourse of feminism in the communication campaigns of mass-market clothing brands.