In this striking study of the current state of feminism and its negotiation in popular culture, Angela McRobbie critically targets the contemporary sigh of relief over the supposed end of feminism. This is not least a consequence of malicious retraditionalizations of gender regimes gaining cultural dominance. McRobbie empirically analyzes how consumer and popular culture appropriate rhetorics and images of female freedom and autonomy, seemingly supporting women's success on the surface. However, McRobbie's deep dives into the worlds of Bridget Jones and Heidi Klum reveal that women are effectively pushed into new, post-feminist neurotic dependencies and once again degraded. The author incisively analyzes cultural phenomena and their contradictory effects in the everyday lives of women.