TV shows like The Mary Tyler Moore Show and Maude began subverting the term. When a male boss called his employees "ladies," it was often laced with condescension. Conversely, when women used "ladies" among themselves, it began to shift toward solidarity. The of "ladies" in entertainment content started splitting: external use (by men) often signaled patriarchal expectation; internal use (by women) signaled camaraderie.
Why do we call men "savvy" but women "catty"? TV shows like The Mary Tyler Moore Show