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Chick lit is the marketing label attributed to a surge of books published in the wake of Helen Fielding's Bridget Jones's Diary (1996) and Candace Bushnell's Sex and the City (1997). Branded by their pink or pastel-coloured book covers, chick-lit novels have been a highly successful and ubiquitous product of women's popular culture since the late 1990s.

This study traces the evolution of chick lit not only as a genre of popular fiction, but as a cultural phenomenon. It complicates the genealogy of the texts by situating them firmly in the context of age-old...