Blue Origin’s “first all-female spaceflight” was framed as a bold step forward, a headline-grabbing moment for women in STEM (science, technology, engineering and math). Positioned as progress meant to encourage girls to pursue STEM and inspire the next generation of explorers, the mission missed a critical opportunity: to celebrate not just the six women aboard, but the thousands of others already leading innovation in science and technology. Instead, it became less about honoring their achievements and more about promoting a glossy, marketable image of what female success should look like.

The focus shifted from substance to spectacle. Rather than celebrating these six accomplished women for their courage or contributions, the spotlight fixated on appearance and celebrity. The message? Women and girls can reach for the stars, but only if they look good doing it.