This article deals with the social changes occurring in love relationships in the context of changing gender relations. When the concept of romantic love appeared in the late 18th century, ideas of gender equality and of partnership were not widespread. Today, in contrast, love is caught between these two ideals. The tension arising as a result gains increasing importance in the context of capitalism and media culture. Private and, thus, love relationships are under economic pressure (commodification of love). On the other hand, it is assumed that capitalism is also changing and that it adopts values which are important for love and for gender equality. Love and capitalism, so the leading idea, interpenetrate each other and coexist in a process of reciprocal adaptation. The feminization of capitalism is assumed to be a possible consequence.