Modern women have become a power status as they feel empowered, stating a cultural shift of trend innovations within the fashion industry. Roles and purchasing power of the female audience are changing, due to an economic shift from ‘Housewife’ to a ‘New Woman’. An emerging rise of female identity has led to a change in behavioural patterns, meaning women are changing the consumer landscape. Embodying this cultural shift Liberty explores a new innovative sense of Branding and Marketing through intellectual strategies, appealing to women’s interests. The FMP explores developing a new women focused media magazine publication and online ecommerce site, using creative branding strategies of ‘Femvertising.’