We Can Do It!

 The real story behind this iconic feminism poster

"We Can Do It!" is an American wartime propaganda poster produced by J. Howard Miller in 1943 for Westinghouse Electric as an inspirational image to boost worker morale. The poster was generally thought to be based on a wire service photo of a young factory worker, though no direct connection has been shown.

The poster was seen very little during World War II. It was rediscovered in the early 1980s and widely reproduced in many forms, often called "We Can Do It!" but also called "Rosie the Riveter" after the iconic figure of a strong female war production worker. The "We Can Do It!" image was used to promote feminism and other political issues beginning in the 1980s.

The poster is one of the ten most-requested images at the National Archives and Records Administration.

After its rediscovery, observers often assumed that the image was always used as a call to inspire women workers to join the war effort. However, during the war the image was strictly internal to Westinghouse, displayed only during February 1943, and was not for recruitment but to exhort already-hired women to work harder. 

Feminists and others have seized upon the uplifting attitude and apparent message to remake the image into many different forms, including self empowerment, campaign promotion, advertising, and parodies.

Beyoncé remakes the poster.