Feminism · IWD ·Mar 07, 2025

Reclaiming International Women's Day: Beyond Brunches and Back to Protest

Commemoration, Not Celebration

When did International Women's Day become about influencer events?

Each March, our social media feeds flood with pink-washed marketing campaigns, celebrity "empowerment" posts, and invitations to exclusive women's eventsvwith hefty price tags.

The revolutionary spirit of International Women's Day has been diluted, repackaged, and sold back to us as a celebration—when it should be a call to action.

At Black & Beech, we believe in making fashion feminist, not just on March 8th but every day. And true feminism requires honesty: International Women's Day was never meant to be a celebration. It was, and still is, a day of protest.

The Socialist Roots We Can't Forget

International Women's Day began in 1909 as a socialist political event in New York. By 1917, women in Russia chose this day to strike for "bread and peace," igniting the Russian Revolution. The day has always been about withdrawal of labour, demands for better conditions, and resistance against oppression.

It was never about corporate brunches. It was never about "girl boss" aesthetics.

When businesses—even feminist ones like ours—engage with International Women's Day, we must be honest about its origins and purpose. We must be careful not to participate in the watering down of a movement born from struggle.

The Problem with Performative Feminism

We've all seen it: companies that pay lip service to women's equality on March 8th while maintaining gender pay gaps the other 364 days of the year. Corporations that release "empowering" advertisements while their supply chains exploit women workers. Politicians who praise women's contributions while voting against reproductive rights legislation.

This is performative feminism—feminism that exists as spectacle rather than substance. It prioritizes appearing feminist over doing the difficult work of dismantling patriarchal systems.

At Black & Beech, we strive to move beyond performance. We recognize that making and selling feminist products comes with responsibility. We must continually examine our own practices, supply chains, and impact. We must ensure our feminism extends beyond our slogans to our actions.

Women's manifestation in Petrograd, 1917 Wiki Commons

A Global Day of Resistance

While corporate feminism has taken hold in the UK and US, women around the world still honour the true spirit of International Women's Day:

In Mexico, women march against femicide and gender-based violence
In Turkey, women defy bans on demonstrations to demand equality
In Chile, women protest for reproductive rights and against economic inequality

These women aren't attending networking breakfasts or posting selfies with empowerment hashtags. They're risking their safety to demand justice.

Reclaiming the Day

So how do we reclaim International Women's Day from the corporations and return it to its radical roots? We suggest:

Educate yourself and others about the true history and purpose of the day
Support women-led protests and actions locally and globally
Withdraw your labor if possible, even symbolically
Donate to feminist causes that address systemic issues
Revolution at home? Follow some co-created ideas from our Sororité here

Our Commitment

This International Women's Day, Black & Beech is raising funds for reproductive justice—a fundamental feminist issue under threat globally. Every penny from our IWD 2025 Badge (£10) goes directly to the Abortion Support Network and SAFE (Supporting Abortion for Everyone).

We're covering all costs so the full amount supports these vital organizations fighting for reproductive rights. And yes, we're running a sale (25% off with code IWD-2025), because we're a business and need to survive to continue our work.

But we won't pretend this makes us perfect feminists. We won't claim that buying our products is enough. True feminism requires ongoing work, self-reflection, and action.

The most feminist thing we can do is refuse to let this day be reduced to a marketing opportunity. Let's reclaim International Women's Day for what it was meant to be: a day of protest, resistance, and solidarity.

Stacey x