The Business of Fashion
Female founders have used their #Girlboss status as a brand builder. Behind the scenes, it's complicated
10 mins | Mar 21, 2020
Has the idea of empowerment for female leaders become just a marketing technique? From Outdoor Voices to Thinx, the gap between a female-run company's brand — and the realities of a start-up business — can become a liability. M.C. Nanda, writing in the Business of Fashion, investigates.