The campaign against the Egyptian Muslim Brotherhood during its short-lived rule instrumentalized the notion of gender equality for political purposes – namely demonizing the Brotherhood and the subsequent overthrow of President Mohamed Morsi. Narratives were constructed along the dichotomy of emancipated Egyptian woman and oppressed, traditional women. However, there has been a rapid de- politicization of the discussion on women’s role in society following Morsi’s ouster. The author argues that the absence of a debate on the patriarchal structures of the political and military forces that have substituted Morsi’s rule reveals the hollowness and political nature of these gendered discourses.