From Nara Smith to Gwen The Milkmaid, tradwives make up some of the biggest influencers on social media – but why are we so invested in their lives? – story by Günseli Yalcinkaya

It’s a strange chapter in late capitalism when one of the most successful influencers on social media is a Mormon tradwife who posts videos of herself making Oreos from scratch. With over 2.2 million followers on TikTok, Nara Smith, an IMG model currently living in Los Angeles with her husband – the model Lucky Blue Smith – and two young children, began surfacing on the For You Page in V1 of this year, known for her viral content that sees her make elaborate home-cooked meals in silk feathered bathrobes, narrating each video with soothing vocal fry. “I wanna be like her when I grow up,” says one user. “I aspire to be like you,” writes another with a crying face emoji.

Smith is part of a growing trend of TikTok #tradwives and #SAHG (stay-at-home girlfriends) performing domestic labour for the feed, preaching the ‘good life’ with aspirational clips of high-end skincare routines and sourdough starters. Another is Gwen the Milkmaid, who recently traded an online presence as an OnlyFans creator in exchange for tradwife TikTok, where she posts domestic clips of herself baking bread in floral tea dresses. “Once upon a time, I was a man-hating feminist,” she says, in one video that sees her carefully crafting lasagna sheets with the help of a brand new Kitchenaid. “Now I’m happily spending hours in the kitchen making my husband whatever he wants for dinner.”

On the surface, these women claim to retreat from capitalism into a slower life away from the grind. Back when women didn’t have careers but rather stayed at home to rear a family. “But the home and the family and the body of the woman herself has never really been a place to escape from capitalism,” says Rachel O’Dwyer, a lecturer in Digital Cultures at Dublin’s NCAD who spoke on the topic at this year’s transmediale festival in Berlin. “It was always ground zero, the place where the good feelings for the good life and capitalism were shored up and set afloat.” Anyone who’s shared content onto TikTok will know that filming and editing videos takes work, and tradwives are no exception. “These girls are doing a job; they’re the latest form of content creators. This work is its own hustle and produces its own income,” agrees O’Dwyer.

Tradwives have admittedly been around for some time now – I recall the first wave of internet tradwives in 2022 brought on by the likes of reactionary podcasts like Red Scare and alt-right pundits. While the content itself follows the same blueprint (sharing content about what a great housewife you are), what’s different is the socio-political atmosphere surrounding them: conservatism is growing among young men, hate speech and extremist content is rampant across X (formerly known as Twitter), and censorship is on the rise. Last month, Meta announced that it’s no longer recommending posts about political and social issues, though this has less of an impact on conservative creators since their content is less explicitly politically charged (compared to, say, topics such as abortion and gun control). As influencers who make content about homemaking, tradwives do not appear explicitly political, but the conservative subtext cannot be ignored.

Original Story Click Here: Dazed Article Tradwives