Celebrities such as super-model Cara Delevingne and her friends have been spotted wearing sweatshirts that read, "The Future is Female."
If you think you've heard that before, you're right. The slogan has its roots in the radical feminist movement in New York in the 1970s, according to a report in the New York Times.
The slogan is spreading fast online where it can be found adorned on T-shirts, baby romper suits, knitted jumpers and even carved into pumpkins.
It was rediscovered by artists and has become a trend - but not to everyone's approval. Some online commentators criticize its present context. They say the future is not female: rather the future will have no favoured sex at all.