Tradwives. Is that an influencer marketing trend of uncertainty times?

At home, your man should be treated like a king, they said.

He works hard to provide for you and the family.

He deserves unconditional respect, a clean home, and well-fed children.

Greet him silently and with a smile when he comes home from work. Talk to him about him and his needs only, agree with him on everything, they said.

No, by “them” I do not mean "Desperate Housewives".?

And it's not even wisdom from some Russian girls who teach other women how to practice their feminine charms.

It is a new trend (well, not really new in the US but still something fresh in other parts of the world).

These are female influencers called #tradwives (traditional wives) who, you know, wear polka-dot dresses and promote counter-feminist agenda. They don't work demonstratively, and only broadcast their housewifey activities on Instagram. Baking cakes, keeping the house impeccably clean, waiting for their husbands to come home, preparing a home-made chewing gum for them... Just like the ideal 1950s American women from the Good Housekeeping magazine.

This looks a bit weird and toxic to me (even though I can give it a discount keeping in mind that patriarchate values typically rise in the times of uncertainty. And we all live in the times of uncertainty).

"But what's wrong with that, Natasha?" you might ask. "If girls don't want to face the harsh world of business and careers, if they prefer polka-dot and baking baguettes, what's the problem? They just get what they want, how does this situation confront feminist values? Btw these influencers actually can be making good money collaborating with whole foods and housekeeping appliances brands".

The problem is that these bloggers (such as Nara Smith or Hannah Neeleman) create an unrealistic, idealized picture of a traditional wife.?

The "traditional wife" is presented there as a carefree and serene influencer in a polka-dot dress, with makeup and always-perfect hair, busy with growing organic tomatoes, making oatmeal from natural oats, and choosing the hotel for their vacation.

But we understand that it is not real. Behind those instagrammable baking and gardening, there is someone else who is doing 99% of the remaining housework, which those influencers won't tell us about.

And there is even a lot more behind the scenes.

Being a housewife normally means financial dependency, when a woman lacks personal income, which might place her in danger in case of divorce, separation, or the death of the spouse.

It is often the loss of career opportunities, skills, and professional growth due to time spent out of the workforce.

It can mean social isolation, with limited interaction leading to feelings of loneliness.

It is the stress and monotony of domestic responsibilities contributing to mental health issues such as depression and anxiety (like those American women from the 1950s who drown that in alcohol a lot).

It is the lack of recognition, with housework and caregiving often undervalued and unrecognized.

It can take a woman to health issues like back problems and fatigue.

It is the dependence on a spouse for identity, resulting in a potential loss of self-identity.

It is the lack of personal savings, retirement plans, or financial literacy posing risks in case of marital or financial instability.

It is the limited professional networks, reducing opportunities for career advancement.

It is the potential impact on children’s perceptions of gender roles, influencing their future career and life choices.

And I do not even mention domestic violence here, which is still the most common cause of women’s deaths in many countries, including Russia where I am from.

But Nara Smith, Hannah Neeleman, and Kelly Havens Stickle won’t tell us about that, being too busy featuring the bright side of a tradwife's life.