In 1968 and 1969, women protested the Miss America pageant coining it a “cattle parade” while throwing bras girdles, high heels and makeup into garbage cans (Rampton, 2015). In addition, protesters crowned a sheep as Miss America as a statement of resistance to being treated as sexual objects. Women’s only groups formed to raise consciousness and publications such as the “BITCH Manifesto” and “Sisterhood is Powerful” advocated for a female’s place in the sun (Rampton, 2015). This wave of feminism focused on the relativity of race, class and gender oppression and included women of color and developing nations.
In the 90s, we experienced the re-adoption of high heels, lips stick, low cut shirts and cleavage by young feminist, which was contrary to feminist practices during the first two waves. Phrases such as “you can have a push-up bra and a brain” were coined for feminist during this wave. Women of this movement presented themselves as strong and empowered, subjects of beauty rather than objects. In addition, the counter-attack on sexist verbal weapons such as “slut” or “bitch” were mimicked to subvert the sexist