It didn’t hurt that it promoted her autobiography too. It was designed as a descriptor for entrepreneurial women everywhere who wanted to be a part of feminism’s aesthetic, individualized rebrand. Popularized in 2014 by Nasty Gal founder Sophia Amoruso, the term was stylized with a hashtag. The format reflects how in its short lifespan, the Girlboss has managed to take on some very unfavorable meanings. Weaponizing the cringey positivity of "Live Laugh Love", Gaslight, Gatekeep, Girlboss is the product of years of distilled internet philosophy. To the uninitiated, these may sound like a combination of meaningless buzzwords - and that’s exactly the point. "Gaslight, Gatekeep, Girlboss" is a statement of intent as toxic as it is catchy, and it makes a great wall decal. Twitter is home to some of the most unabashed professional clout chasers on social media, and it delighted last month when it found a way to roast some of them. There’s only one catch: you’ve got to be a woman. However, this does make it the ideal topic to ridicule, and now there’s even a snappy new mantra with which to do so. Worst of all, it usually takes itself seriously in a world where irony is the order of the day. It’s too driven to support the fantasy of organically produced viral content, and its sense of purpose sits too close to the mainstream societal expectations that memes offer an escape from. There’s something about ambition that doesn’t sit comfortably with memeing.
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