Feminisation of success or successful femininities? Disentangling ‘new femininities’ under neoliberal conditions

This article critically examines what might be titled the feminisation of success that is ascribed to optimistic characterisations of new constructions of femininity for young women in the UK, particularly in relation to classed positions. In order to do this it is necessary to understand the complex relationship between feminism, post-feminism, neoliberalism and femininities, especially since the millennium. Young women have been positioned as the beneficiaries of successful social and political change which, together with ideas of individualism and reflexive constructions of identity, almost mandate young women to embody success. The article seeks to examine and assess the discursive constructions of ‘successful femininities’ in relation to their normative limitations and asks in particular whether the putative existence of ‘new femininities’ is attainable for all young women. With the impact of over a decade of neoliberal policies and austerity measures being felt by many, it is argued that the discourses of ‘successful femininities’ work to obscure the recalibrated inequalities that have been forged by neoliberal conditions.