Should “movement” brands slow down?

Applying to join The Wing in 2016 was peak aspirational pop-feminism: a women’s only co-working space that had showers and blowdryers in case your day of #girlbossing started with a sweaty Barre class. Sounds cheugy (!) but The Wing cleverly positioned itself as a coven for “women on their way.” A movement to belong to like early N.O.W. meetings, not just a women’s-only space like a Curves gym.

The fact that The Wing was small and exclusive enough to warrant an application process also signaled a premium experience: like a Soho House for younger, non-rich…

Phoebe Assenza

Strategist, writer, and founder.

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