Feminist ideas deal with women struggle and fight for gender equality. Post-feminism has gone beyond that. This movement idealizes women living in individualistic ways based on liberal agenda. Some Nepali women organized their visions on the base of education, empowerment, and environment, and set off to conquer the highest peaks in the world. Their experiences on the highest peaks are part of their life as highlanders and their admiration for the outdoors has bring different perspective on women and outdoor brands that supported them. We argue that the use of femvertising on mountaineering gears as marketing strategies has been arising to celebrate and empower women and girls. Consumer culture needs a heroine who is wearing outdoor gears on ads.
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