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Cultural Branding and Feminist Identity in Chanel

Zihan Yin
Vol.10, No.2, pp.51-57, 2026 DOI: 10.62051/ijgem.v10n2.07 February 28, 2026
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Abstract: This article examines how feminism is strategically mobilised as a branding resource in the luxury market, using Chanel as a case study. Grounded in post-feminist theory and consumer culture research, the study analyses how feminist discourse is translated into brand aesthetics, self-gift consumption narratives, and symbolic capital. Through a qualitative cultural analysis of visual codes, brand ambassadors, consumer-generated content, and corporate responsibility communication, the article identifies three mechanisms: the construction of wearable feminist style, the alignment of empowerment with self-reward and authenticity myths, and the management of ethical legitimacy amid luxury exclusivity. The findings demonstrate that while feminist branding enhances perceived authenticity and achievement status, it simultaneously reinforces class-based segmentation. The article contributes to branding and consumer culture literature by revealing the tensions between empowerment discourse and exclusionary luxury strategies.
Keywords: Luxury brands, Feminist branding, Consumer culture, Symbolic value, Self-gift, Brand authenticity, Co-creation
APA Citation: Zihan Yin (2026). Cultural Branding and Feminist Identity in Chanel. International Journal of Global Economics and Management, 10(2), 51-57. https://doi.org/10.62051/ijgem.v10n2.07

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