Does feminism need a makeover? Elle UK says yes! So they ran a contest, asking bigwig ad agencies to try pitch a campaign that would give the "brand" a more contemporary update. For us the interesting thing is less what they say (or don't) here...and more the question of what a rebranding means: is it an acknowledgment that feminism as it exists is not working? What does it mean to treat an anti-commodification movement like a product? Is it hypocritical of a fashion magazine to promote this cause while undermining its major tenets on every other page? Many questions. Any answers?