Girlhood is having a cultural moment—part celebration, part oversimplification

While some expressions uplift, many reduce femininity to fleeting aesthetics, elaborate self-care routines, and lighthearted memes.

But a shift is underway. Across fashion, wellness, and throughout social discourse, there’s a growing desire for something more: a deeper, more empowering expression of femininity.

Our latest Consumer Insights report unpacks what’s shaping this evolution and offers strategies for supporting women today on their personal journeys.