I went to high school in the late ’90s and early 2000s, when pop stars, models, and movie characters all seemed to dress for one goal: to capture the male gaze.

Back then, shopping for clothes felt like choosing between two extremes—uncomfortable outfits made to attract attention, or “safe” ones that sacrificed creativity for comfort. I kept looking for pieces that felt like me. I'd scour thrift stores and garage sales for one-of-a-kind pieces, but it took a lot of time and energy, and I'd often slip back into taking the easy way, buying clothes that weren't serving me or my vision.

Years later, I discovered the theory of the female gaze—the idea that women’s perspectives, stories, and self-expression deserve to be centered, not distorted to please someone else’s view. That changed everything.

I began dressing differently. Not to impress, but to express. I wanted clothes that felt bold, artful, authentic. Pieces that aligned with my values and my body. But finding fashion that was stylish and socially responsible was still a challenge.

That’s why I created Shop the Female Gaze. I wanted one place where self-expression and sustainability meet—where you could shop with intention and still have fun with it.

This store is for anyone who’s ever been told to shrink, hide, or edit themselves to fit someone else’s idea of beauty.
Here, you dress for yourself. And that’s the only gaze that matters.

With gratitude and love,
Melissa
Founder, Shop the Female Gaze