2018 marks the centennial of the women’s suffrage movement in the UK , when some (but not all) UK women got the vote; the US and France followed in 1920 and 1944, respectively. Now, after a succession of seasons of Helmut Newton redux , this change in silhouette signifies a timely shift to a feminine softness and puts a refresh on ideas of conservatism. To advocate for wearing one recalls the tagline Diane von Furstenberg used to sell her signature wrap dress in the 1970s: “Feel like a woman, wear a dress!” But it also reminds us that the suffragettes of this first wave movement strategically wielded their wardrobes to further their cause. Branding is everything, and as the June 18, 1908 issue of Votes for Women told its readers, “You may think that this is a small and trivial matter but there is no service that can be considered as small or trivial in this movement.”