In corners of TikTok, Instagram, and YouTube, a growing contingent of women has taken up a lifestyle that many would consider a throwback to the 1950s: the “traditional housewife.” Figures like Nara Smith, who has amassed a large following on TikTok, showcase daily vlogs of home cooking, tidying routines, and meticulously styled outfits reminiscent of an era where the man of the house was the primary breadwinner, and the woman’s role revolved around homemaking. Under hashtags such as #TradWife, #TraditionalLifestyle, or #WifeLife, these influencers share snapshots of a life that appears orderly, domestic, and, to some viewers, refreshing in its simplicity.
However, this new revival of housework is not just a pastime. Rather, it is a constellation of viewpoints and experiences. Some women see it as an empowering personal choice, freeing them from the pressures of business life and the stressful juggling of two incomes. Others argue that it reinforces patriarchal norms and oversimplifies the very real social, economic, and political achievements that women have made over the last century. Regardless of perspective, the phenomenon is now too widespread to ignore and raises questions about nostalgia, identity, and autonomy in society. (Garfinkle, 2024).
Escape from the ‘hustle culture’
The longing to escape the demands of ‘hustle culture’ is a common theme among self-proclaimed ‘trad wives’. At a time when digital networking is blurring the lines between personal space and professional obligations, many people – including women – are feeling burnt out by the relentless productivity standards that exist in today’s culture. For some, withdrawing from their professional lives and focusing on the home is a relief. In her TikTok videos, Nara Smith often talks about the peace she finds in a cozy home environment where she plans home-cooked meals and maintains a daily routine free from performance reviews or endless Zoom calls (Walden, 2024). In an economy that prioritizes ambition and measurable success, such a change can seem radical. Critics see it as a retreat from women’s hard-won gains in the public sphere, but supporters argue that the choice, to go from CEO to homemaker actually validates the spirit of personal preference that feminism has always advocated. In other words, the opportunity to ‘ plug into’ domestic life is just as valid for some as the opportunity to have a high-powered career.
Rapid technological changes, political tensions, and social turmoil can stir up a longing for supposedly simpler times. An important selling point in the #TradWife scene is the idea of stability. Traditional domestic roles are portrayed as an anchor in a chaotic world: The man’s role is clearly defined as a provider, and the woman’s role is equally clear as a nurturer of home and family. Although it is debatable whether the 1950s were really as idyllic as they were portrayed in black-and-white television programs – given the raging gender and racial inequalities – the romantic image remains strong to this day (Gerhard, 2021b). The #TradWife trend, as seen on Nara Smith’s feed, capitalizes on this romanticization: carefully set dining tables, slow-cooked recipes and a calm domestic atmosphere resonate with followers seeking a sense of security or control.
A remarkable twist in the modern version of being a housewife is the very public way in which this domestic life is presented. While historical housewives lacked the platforms and networks to share tips beyond their local communities, today’s ‘trad wives’ foster online communities that reach a wide audience. Influencers share recipes, household tips, and relationship dynamics – all in real time. Some even fund their content through sponsorship or affiliate marketing, turning homemaking into a revenue-generating business. This complicates the question of whether this lifestyle is ‘regressive’.From a certain perspective, these modern housewives are not just domestic helpers, but also content creators, small business owners, and community leaders. Their brand is based on a nostalgic aesthetic but utilizes the tools of modern entrepreneurship – social media analytics, influencer marketing, and virtual networks.
For many feminists and social activists, the glorification of the 1950s housewife role somewhat ignores the inequalities that characterized this era as well. In the past, women did not always have the free choice to stay at home but it was expected and seen as the norm within society. Social norms and legal structures often excluded them from higher education, significant careers, and financial independence. Today, critics worry that the portrayal of domesticity as an escape from ‘toxic’ modern culture masks the real barriers that women still face, including pay inequality, discrimination in the workplace, and the burden of unpaid care work that can maintain dependence on a partner’s income (Tradwife-Trend: Nostalgie Oder Antifeministisches Risiko? – ING, n.d.).Others question whether celebrating the #TradWife trend risks fostering a romanticized illusion. The curated nature of social media can mask the realities of domestic labor, financial vulnerability or the dissatisfaction that can arise from leaving the workforce. Furthermore, in families dependent on a sole earner, the economic risks are multiplied when a spouse loses their job or faces unexpected difficulties – factors that are not easily captured in aesthetically pleasing Instagram images (Schuster, 2024).
Ultimately, the resurgence of traditional housewife ideals embodies the tension between choice and cultural influence. For some, staying home is a personal preference that can foster fulfillment, strengthen mental health, and create strong family bonds. For others, it raises broader societal concerns about eternalizing gender roles that restrict future opportunities. Maybe the real question is whether society can embrace diversity in how women choose to structure their lives—be it as full-time homemakers, professionals, or something in between. While hashtags like #TradWife represent a specific aesthetic and worldview, there is room in modern discourse to acknowledge that not all women (or men, for that matter) find empowerment in the same roles. By understanding the motivations, challenges, and appeals of the trend, we can foster more conversations about identity, family, and the evolving meaning of work in the 21st century.
Sources:
Garfinkle, M. (2024, July 29). What Is a Tradwife? All About the Controversial Lifestyle — And Why It’s Having a Viral Moment. People.com. https://people.com/what-is-a-tradwife-8684651#:~:text=Researcher%20Mariel%20Cooksey%20defined%20%E2%80%9Ctradwifery,norms%2C%E2%80%9D%20per%20the%20Political%20Research
Gerhard, U. (2021b, December 7). 50 Jahre Gleichberechtigung – eine Springprozession – Essay. bpb.de. https://www.bpb.de/shop/zeitschriften/apuz/31157/50-jahre-gleichberechtigung-eine-springprozession-essay/
Schuster, K. (2024, September 15). Tradwife: Warum der TikTok-Trend gefährlich ist. ZDFheute. https://www.zdf.de/nachrichten/politik/ausland/tradwife-bewegung-trend-tiktok-100.html
Tradwife-Trend: Nostalgie oder antifeministisches Risiko? – ING. (n.d.). ING-DiBa. https://www.ing.de/wissen/tradwife-trend/
Walden, K. (2024, August 16). 5 times Nara Smith made us question if #TradWife life is just a big joke. Brit + Co. https://www.brit.co/nara-smith/
