But it looks like modern-day feminists are trying on another power shade for size: fuchsia. We first spotted the colour on Oprah, Reese Witherspoon, Storm Reid, and Mindy Kaling on TIME's latest cover, and now we can't stop seeing it. From Daisy Ridley to Tracee Ellis Ross, it feels like every woman in Hollywood is suddenly wearing it — and it holds a lot more meaning than you think.