Jeff Bezos takes one small step for feminism and social progress, and one giant leap for self-publicity | Sarah Manavis

The first all-female private flight into space funded by the Amazon tycoon's Blue Origin company has little to do with female empowerment and a lot to do with PR

A pop star, a TV host and a billionaire's fiancee walk into a private rocket ship. The pop star turns to the others and asks: Is this what feminism looks like?" According to the space technology company Blue Origin, owned and founded by the Amazon tycoon Jeff Bezos, the answer seems to be a resounding yes.

On Thursday Blue Origin announced it would be launching the first-ever all-female commercial flight to space with a crew of astronauts including US singer Katy Perry, the morning news host (- and close friend of Oprah Winfrey - Gayle King and Bezos's own partner, the journalist Lauren Sanchez, who reportedly organised the mission, which will happen sometime this spring.