Growing interest in postfeminism within organization studies has reinvigorated debate about who feminism is seeking to emancipate, from what or whom, and on what basis. The charge that feminism is no longer concerned with gender emancipation but rather with placing restrictions on women’s choices, both at home and in the workplace, has even led certain public figures to state publicly that they are ‘not feminists’. For some, feminism has become ‘the other f word’. Others, however, are continuing to speak out in the name of feminism, through, for example, the United Nations’ ‘He for She’ campaign, and the international women’s marches on the first full day of Donald Trump’s presidency. Yet, postfeminism is arguably only one possible response to these circumstances, one that largely reflects the neoliberal emphasis on individual choice alongside which it has evolved (Gill, 2007, 2016). Interestingly, however, another cultural phenomenon that is also enjoying increasing popularity, and which has emerged in parallel if not in dialogue with debates about feminism’s past, present and future is ‘vintage’, the focus of our discussion here.