Romantic opportunism: Doing the work of structures in post-feminist creative industries

This article contributes to feminist cultural studies on the creative industries by offering an ethnographic account of the lifeworld of a female and creative entrepreneur. Drawing on interview data and ethnographic observations collected over the course of 10 years, I offer a thick description of the personal and professional trajectories of Alexandra, through the rise and fall of her fashion brand and first marriage and on to her second marriage and new job as an employee for a marketing firm. I focus on the ways in which she becomes her own microstructure, building connection between love and career in a de-regulated and de-territorialised environment. I argue that she engages in what I call ‘romantic opportunism’, a biographical device that enables her to spot instrumental connections between different dimensions of life, whilst unifying them into a romantic plot. The story of Alexandra can therefore be seen as an instantiation of ‘freelance feminism’, whereby life emerges as the combination of parallel and interdependent projects.