Plann
The tradwife trend presents 1950s gender roles as a modern lifestyle.
The tradwife trend is gaining popularity on platforms such as Instagram and TikTok. Short for “traditional wife,” tradwives are “women who choose to focus on homemaking rather than entering the labor market,” according to Marika Lindholm, co-editor of Between Us: Healing Ourselves and Changing the World Through Sociology. She adds that they are “dependent on their husband’s financial support” and promote a social media lifestyle that encourages women to “stay home to cook, clean, [and] raise children.”
Although the concept of traditional wives is not new, the surge in its online presence is catching many by surprise. From day-in-the-life videos of cooking fresh, elaborate meals to chore routines and home care, tradwife creators embrace the stereotypical gender roles of the 1950s and present them as a desirable choice.
Nara Smith is currently the most popular and influential online tradwife. With over 9 million followers on TikTok and 4 million followers on Instagram, she posts videos of her crafting fresh, homemade, tasty meals and doing chores, all while entertaining her husband and effortlessly maintaining her lavish home.
Nara is not only a content creator but also a model, and she incorporates this by always wearing unique outfits while taking on her tradwife role. She gains over 10 million views per video, and young, impressionable women continue to feed on her content as she dominates social media.
“The tradwife subculture reflects the desires of many American women back at them in a highly stylized fashion,” wrote PW Culture in a recent piece. “For them, being a ‘tradwife’ isn’t in vogue, it is Vogue—a series of glossy pictures, daydream fodder, a glimpse inside an enviable life they can’t afford.”
The trend’s growing popularity has sparked a lot of discussion. Some find it empowering and a return to a more idyllic, “traditional” way of life. People have argued that it is an easy way for women to live stably and comfortably, as their husbands provide for them financially.
“I have now wasted several years of my life pursuing an education that made me miserable until I found my [wealthy] boyfriend, so I can stay home, do the cleaning, laundry, dishes, cooking, caring for the dog, etc. I am happier than ever and can’t wait for this to continue into marriage and children. I wish I knew this was an acceptable choice sooner instead of having people demean it as a life choice,” Smith said.
However, not everyone is on board. Some call the concept degrading for young women and are worried that the world is moving backward rather than forward.
“Many women are stay-at-home moms, but what’s causing me to break out in hives is the number of young women posting on social media about how they want to be ‘tradwives’ and not ‘waste time on education,’” Sharry Kuehl told the Kansas City Star.
Whether we view this trend as inspirational or problematic, we can be certain that the tradwife trend is not going anywhere soon. As social media stars continue to promote this way of life, the conversation around gender roles, choice, and identity is evolving in real time — and greatly impacts how we move forward as a feminist society.