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For almost two decades, the public debate about Islam in Western Europe has been dominated by concerns about the lack of gender equality in the racialized Muslim population. There has been a tendency to victimize "the Muslim woman" rather than to encourage Muslim women’s participation in the public debate about their lives. This contribution to the study of discourses on Muslim women is an analysis of arguments written by Muslims about women’s rights. The data consists of 239 texts written by self-defined Muslims in major Norwegian newspapers about women’s rights. I will discuss two findings from the study. The first is an appeal to be personal when discussing issues of domestic violence and racism is combined with an implicit and explicit demand to represent all Muslims in order to get published in newspapers - which creates an ethno-religious threshold for participation in the public debate. The second finding is that, across different positions and different religious affiliations, from conservative to nearly secular, and across the timeline, from 2000 to 2012, there is a dominant understanding of women's rights as individual autonomy. These findings will be discussed from different theoretical perspectives to explore how arguments for individual autonomy can both challenge and amplify neoliberal agendas.The author of this article discusses the ways in which gender equality and intersectionality are understood and enacted in two recent feminist campaigns in Sweden that use similar techniques to mobilise support for different causes. The first campaign is the so-called Hijab Call-to-Action, a solidarity action that took place in 2013 in which women in Sweden wore a hijab (the Muslim headscarf) for one day in defence of Muslim women’s rights. This campaign manifests the ways in which the notion of gender equality brings with it a norm of secularity, but also how the equation of equality and secularity is contested. The second feminist campaign discussed is the so-called Pussy Bow Blouse manifestation that aimed at taking a stand in the controversies surrounding the Swedish Academy as a result of the Metoo campaign in Sweden. The author looks at the political and discursive processes enfolded in these campaigns as a sort of collective learning processes that connect feminist activism and scholarship. A key concern is to critically analyse a binary model of powerless versus gender-equal or feminist women that figure in both debates. Further, the author shows that both campaigns appeal to solidarity through identification, but at the same time underscore the contingent and coalitional nature of identity in the act of dressing in a scarf or a blouse to take on a (political) identity for a day.