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Against the backdrop of the increasing global schisms around gender equality in recent years, the discussion of Russia’s domestic anti-gender politics is coming to the fore. To date, however, little work has bridged the domestic–international divide in this discussion by thoroughly examining the interplay between Russian foreign policy, national branding and the domestic conservative turn. This gap inspires the twofold question underscoring this essay: how do anti-gender discourses emerge in Russian politics, and with what effect do these discourses travel across different political contexts?