Abstract: This article examines the portrayal of beauty and appearance of female military personnel in Ukrainian military, civilian, and feminist media materials published between 2016 and 2023, focusing on how these representations have reflected broader gender dynamics within the military. Although media discourse noticeably shifted after Russia's full-scale invasion of Ukraine in 2022, coverage of women in the military remained largely fragmented and disconnected from a feminist perspective. While the emphasis on beauty somewhat decreased, the deeply ingrained tendency to view female personnel through a patriarchal lens persisted throughout the period under review. The article highlights the alternative role of feminist media, which has critiqued the sociocultural roots of these portrayals and advocated for reforms to better integrate women into the military. Nevertheless, feminist outlets have exercised limited influence compared to mainstream media. Ultimately, Ukrainian media discourse has often continued to perpetuate gender inequality within the military, despite some progress in acknowledging women's roles and challenges. Promoting a more balanced portrayal of female military personnel in Ukrainian media requires stronger cooperation between civilian, military, and feminist media platforms. These efforts must align with a broader cultural and governmental agenda aimed at redefining gender roles in national defense and addressing the evolving dynamics of gender within the military.