Feminism is back in fashion. As the push to claim the “f-word” has intensified, public figures, corporations and much of the mainstream media have propelled a largely unchallenging version of feminism into the popular consciousness. It is a feminism that never mentions women’s liberation, instead opting for a celebration of “choice”.

Read almost any online article about feminism and the comments will soon devolve into a debate about choice. It doesn’t seem to matter what the topic is, people are quick to reframe the issue as one of women’s empowerment and right to choose. This provides a neat diversion from talking about the larger power structures and social norms that restrict women, in many different ways, all around the world.

It’s been a big month for “choice feminism”. In late March, the fashion magazine empire Vogue launched a “My Choice” video in India as part of its Vogue Empower campaign which, quite literally, reduced women’s empowerment to a series of choices.

Read the rest of this piece on the conversation, where it was first published.

No, feminism is not about choice