This article asks why states choose to explicitly label themselves as feminist and critically examines the case of Canada. Drawing on constructivist insights, I suggest that identity insecurity is a key contextual factor driving states’ decision to adopt a feminist branding. Through a thematic analysis of 1,551 statements from the Canadian House of Commons and additional documents published by the Standing Committee on Foreign Affairs and International Development from 2006 to 2017, I find that Canada’s choice to adopt a feminist brand occurred within a broader context of identity insecurity, with gender equality emerging as a strategic area to enhance the country’s role through strengthened leadership in this sector. This article advances the study of feminist foreign policies by highlighting the strategic motivations behind the adoption of the feminist label, offering insights into its diffusion despite differing levels of commitment to gender equality.
