The girlboss is one of the cruelest tricks capitalism ever perpetrated. Born in the mid-2010s, she was simultaneously a power fantasy and a utopian promise. As a female business leader — be she a CEO, an aspiring CEO, or an independent MLM superseller — the girlboss was going to unapologetically will empires from the rubble of rejection and underestimation she faced all her life. As companies grew in her image, so did her mythos; her legacy would be grand and fair, because equality was coming to work. Everyone was supposed to win when girlbosses won.
Hard work would finally pay off.
What set girlbosses apart from regular bosses was pinning feminism to hustle. Women like Facebook’s Sheryl Sandberg and former Nasty Gal CEO Sophia Amoruso — who coined the term — were finally wrangling power away from the men who had held it for so long, which was seen as a form of justice. As the concept was codified, the idea of the girlboss became about the melding of professional self and identity, capitalist aspiration, and a specific (and arguably limited) vision of empowerment.
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