In recent months, the tradwife phenomenon has surged in popularity, with novels and influencer accounts attracting millions of followers. This culture, centred on traditional domestic roles, has become particularly compelling to young women, prompting a closer look at its allure.
The novel 'Yesteryear' by Caro Claire Burke explores this world through the character of Natalie, a tradwife influencer whose apparent freedom is revealed as an illusion. Her finances are controlled by her husband, and her in-laws' support depends on her providing a large family. Despite such critiques, the appeal remains strong, with influencers like Hannah Neeleman and Nara Smith amassing tens of millions of followers across Instagram and TikTok.
A global survey indicates that Gen Z males are twice as likely as baby boomers to believe wives should obey their husbands, reflecting a broader shift towards traditional values. To understand this trend, I spent a month immersed in tradwife content, from novels to social media videos, even trying out recipes from Neeleman and Smith.
Smith's videos, where she prepares elaborate meals while dressed in couture, are highly stylised and almost camp. Her children's names—Rumble Honey, Slim Easy, Whimsy Lou, and Fawnie Golden—add to the surreal quality. Meanwhile, Neeleman's content includes addressing controversies, such as selling raw milk, and documenting her pregnancy with her ninth child.
Despite the appeal, the experience highlighted the constraints behind the idyllic facade. Watching Neeleman give birth to her ninth daughter in March served as a stark reminder of the realities often hidden in the tradwife narrative.
