In recent years, the Ukrainian language as used in the public sphere is witnessing an increasing surge in feminization, pertaining to the use of gender-sensitive forms, with attitudes in the public and the media coming to diverge from those of traditional academia. The present chapter empirically examines these changes via a diachronic, corpus-linguistic analysis of the usage of feminine personal nouns in Ukrainian media discourse from 2000 to 2022. The analysis shows a growing increase in feminization, which peaks at moments of societal upheaval triggered by events such as the Euromaidan, the occupation of Donbas, and, more recently, the full-scale invasion by Russia. In contextualizing these findings, I argue that feminization in language has acquired a specific symbolism of Ukrainian national identity, contrasting with the effects of the longstanding Russification policy. This turns gender-linguistic debates in Ukraine into a symbolic battleground for choosing the desired approach. The chapter further discusses the implementation of gendered language reform in Ukraine as deeply entwined with the processes of decolonization of language norms, as well as the wider nationalist discourses and language ideologies.