There has been a lot of press lately about the new feminism. Journalists revealed that many women (and celebs) of this generation feel distanced from the old feminist movement, which was labeled as, or associated with bra-burning man haters. Women of today don’t identify with this outdated trope, and often shun feminism on principle as a result. New feminists want to bring the ladies back into the fold by creating new labels and associations with feminism, effectively re-branding the movement to draw in more support. Enter SexyFeminist. It started as a blog, and has morphed into a new book, Sexy Feminism: A Girl’s Guide to Love, Success and Style, by Jennifer Keishin Armstrong and Health Wood Rudolph that draws on the precepts of previous feminist leaders. It seeks to appeal to women who think being feminist isn’t sexy, cool, attractive, or fun. Their audience is women who already align with feminist values, but may not realize they are feminist. They hope to change the way women think of feminism, and transform how younger ladies identify with the movement.