In this article I address the imbalance in the production and circulation of knowledge in the dominant Anglo-American academic circuit, aiming to make visible feminist work in a decolonial vein carried out in Latin America, to recentre the decolonial option with regard to established postcolonial studies and to propose a way of understanding global postfeminist female subjectivity as mediated in mass media. The decolonial option offers a rich theoretical toolbox for exploring contemporary junctions of gender, race and the question of representation. I propose a reworking of the concept of the ‘coloniality of gender’, and briefly discuss how Femen and the figure of the exoticised female pop icon exemplify coloniality at work.