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Your Friday Feminists: Intel, Celine and Joan Didion

The old new queen of cool

Intel commits to breaking the glass ceiling, and a leading fashion brand “breaks the internet”

In a week in which we were advised to give birth to four little tykes (preferably two of them with Saakshi Maharaj), it is important to celebrate the few glimmers of hope for feminism across the globe. We select our Friday Feministsthis week from the world of tech and fashion.


At the recently concluded Consumer Electronic Show in Las Vegas, Intel’s conference was full of the kind of otherworldly futuristic pronouncements that you can expect from such an event. Drones that can be worn on the wrist, a chip that promises to revolutionise wearable technology (tread softly, my FitBit) and – the most sci-fitastic commitment of all- one towards equality.

Intel CEO Brian Krzanich pledged to spend $300 million towards many initiatives including bolstering of maths education in schools and colleges, hiring programs and retention programs across the board and also promised a more balanced representation of women and minorities in senior positions by 2020.

“We’re calling on our industry to again make the seemingly impossible possible by making a commitment to real change and clarity in our goals,” Intel CEO Brian Krzanich said. “Without a workforce that more closely mirrors the population, we are missing opportunities, including not understanding and designing for our own customers.”

By openly committing to hiring more women and minorities, and addressing the gender gap in the tech industry, Intel has not only walked out of the GamerGate mire with aplomb but also put the onus on other tech giants such as Twitter and Google to follow suite.

Read more here and here


The French truly are cooler than you. That is why when sophisticated (and unaffordable by you and me) brand Celine chooses a model for its latest ad, it doesn’t pick up a starlet/model from the runway, but instead selects the original Queen of Cool Joan Didion.

What’s that you say? Joan Didion is 80 years old and hardly a fashion model? But can you think of anyone cooler than her to endorse your brand – she of her famous over-sized glasses, intelligent essays, and a face that reflects a life far more interesting than ordinary mortals can dream of?

By thinking outside the box and representing a woman that everyone should aspire to be, Celine has positioned itself as a truly feminist brand.

Read more here and here

And while you’re at it, go ahead and treat yourself to Didion’s wonderful essay On Self-Respect as well!!

In brief, people with self-respect exhibit a certain toughness, a kind of moral nerve; they display what was once called character, a quality which, although approved in the abstract, sometimes loses ground to other, more instantly negotiable virtues.

Is there anyone else you’d like to recommend for our Friday Feminist series? Tell us in the comments below or write to us at

Photo Credit: JD Hancock via Compfight cc

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