Rosie the Riveter was created in 1942 during WWII as a recruitment campaign to keep America’s economy alive by encouraging women to work in manufacturing plants as "fillers" for the men who were serving in the military abroad. With this opportunity, women stepped up in droves; roughly 17 million women began to work outside of their homes to keep the economic machine running. Women are natural leaders, and in that desperate moment the United States finally provided women the opportunity to be respected for their contributions outside the home. 

When looking at today's statistics, women's representation continues to lag behind men in most industries. However, there are many women who are providing an independent, forceful voice, boldly transforming roles and breaking industry barriers, prominent in many professions that would not have been possible 100 years ago. Women are community leaders, in mind, body, and spirit, acting as vital contributors to our culture, economy, and world in a way that society has never seen.

This Modern Rosie portrait project champions a variety of tireless industry and community ambassadors from my small circles. The series pays homage to the original “We Can Do It” Rosie figure through each woman’s own power pose, wardrobe choice, and a red bandana. 

As a man contemplating the future, this series imagines a powerful new world, one which we all choose to partner with the women around us and amplify their bold efforts, generating a newfound level of respect and power in their voices. Together, we can do it.  

Chris Guillen - January 2026

Modern Rosie is an ongoing project that has evolved into the creation of an official 501(c)3 non-profit organization. Modern Rosie’s mission is to inspire and connect future generations of girls and young women to a broad range of female leaders through powerful stories and mentorship opportunities.