is girlbossing really dead?

Two years ago, Vogue put out an opinion piece called “Yes, the Girlboss is dead - But here’s Who’s Replaced Her.” Two years ago. So... where are we now?

If you’re a Millennial or Gen Z woman, the “girlboss” needs no introduction. She’s strong, assertive, unapologetically ambitious. Maybe even a little cold. She climbs corporate ladders in 5-inch heels, fueled by too much caffeine and a deeply internalized hustle culture. Opinions from Vogue and milk&cookies say that the girlboss is not gone, necessarily; she's just been given a gentler, more conscious persona. Her new aesthetic? Soft ambition. 

This is the clean girl you know. She's glowing, literally. Her skincare routine is extensive (and expensive), her makeup understated but flawless, her mornings slow and cortisol-conscious, and her style definitely athleisure-based. She sips her homemade iced latte slowly in the morning, with her picture-perfect dog at her feet, and gets started with her work at a reasonable time. She has put “rise and grind" priorities on the back burner for a more wellness-centered approach to life. 

But is this really a replacement of the girlboss, or just the same suit with new fabric? The girl of “soft ambition” still has ambitions. Perhaps it’s even a feminization of the often-cited cold qualities of a girlboss. Youtubers like Tam Kaur and Emma Mumford tell their subscribers there is a way to take care of oneself and achieve their wildest manifestations. The deeper you look, the clearer it becomes: this isn’t the death of hustle culture - it’s a makeover. Ambition hasn’t vanished; it’s just been aestheticized.

And let’s not pretend the OG girlboss is offstage. If anything, she’s getting screen time. Case in point: All’s Fair, Kim Kardashian’s new legal drama about a female-run law firm. Think designer power suits, impossible deadlines, and high-stakes strategy. But what really sets All’s Fair apart? Its cast of women who aren’t fresh out of B-school. They’re seasoned, experienced, and unshakably sharp. These aren’t girlbosses in training. They’ve been running the show.

So which version of the girlboss is ideal for finding success as a young woman in 2025: the traditional Kim K or the wellness girlie posting her 5-to-9 before her 9-to-5? The answer: both, or neither, or somewhere in between. These tropes may have different priorities and vibes, but they both focus around the same thing at the end of the day: productivity and reaching one’s goals. “Soft ambition”, “hustler”, or none of the above: you can meet your goals, your way.