As part of Elle UK's feminism campaign, the magazine took to the streets to find out what Londoners think about the F word.
To start, participants were asked whether or not they considered themselves to be feminist. While some confidently aligned themselves with the belief, others were quick to disassociate with the term.
Then people were asked for their thoughts on the gender pay gap, phrases such as "You're alright…for a girl”, the fact that in some countries women aren't able to own credit cards.
It was soon revealed that while not everyone feels comfortable with the label 'feminist', it seems that many agree with feminist principles and feel passionate about feminist issues.
What do you think about the term 'feminist'? Let us know in the comments below.