The Unexpected Rise of the "Mob Wife" Aesthetic: A Look Through a Malaysian Marketer's Lens

As a digerati here in Malaysia, I've always been fascinated by the movement of flow and trends. From the ever-evolving world of K-Pop beauty trends to the rise of minimalist aesthetics, keeping a pulse on what resonates with audiences is crucial to the success of our industry. Lately however, a rather unexpected trend has caught my attention – the “Mob Wife” aesthetic.

Filmmaker Francis Ford Coppola, the director of “The Godfather” took to Instagram back in January to address the rise of this sudden trend with a caption that reads, “I hear the ‘mob wife aesthetic’ is making a come back…”?

Inspired by HBO’s iconic crime drama series “The Sopranos,” the Mob Wife beauty aesthetic takes pointers from the show and other similar forms of entertainment like Martin Scorses’s 1990 film “Goodfellas,” evoking smoky eyes, French tips and bronzers to achieve a look that resembles the wives and/or girlfriends of mobsters, but in a millennial fashion. While on the surface this trend may not seem like a trend at all, the Mob Wife aesthetic has taken the world of social media by storm, particularly on TikTok.

But what exactly is fueling this trend, and how can we as marketers leverage its unexpected rise?

Nostalgia and the Neo-Glam Movement

One of the key driving factors behind the “Mob WIfe” aesthetic is most certainly nostalgia. With a look that harks back to the late ‘80s and early ‘90s, a period that is commonly associated with bold makeup choices and a strong emphasis on glamour, this trendy aesthetic has somehow found a way to resonate with an entire generation that didn’t even live through that era.

Social media is undoubtedly a driving force behind bringing back things from the past and with the ever growing popularity of TikTok, more and more people are discovering older music, films and TV shows by the day. Millennials are drawn to the larger-than-life aesthetic through repetitive pop culture references plastered all over the internet and it is this repetition that may have influenced the rising trend of the “Mob Wife” aesthetic.

The “Mob Wife” aesthetic taps into a sense of fondness for a time of newfound prosperity and experimentation, making it a certain potential as to why it resonates with younger generations.

Empowerment and Identity

At its core, the “Mob Wife” aesthetic goes beyond just makeup and hairstyling, it’s about embracing a strong persona and in turn, building confidence. The women from these gangster films are often portrayed as powerful and dominant figures alongside their partners, they become the support system of those mafias that ground them and give them a sense of encouragement.?

In a world that has often told women to downplay their strengths, the “Mob Wife” look can be seen as a form of empowerment. Going against the norms of traditional femininity, this generation of women have birthed a new beauty standard that projects an aura of confidence transcending social expectations.?

A Trend with Staying Power?

Whether the “Mob Wife” aesthetic has long-term staying power remains to be seen. However, this does not discount its social presence as its unexpected rise precedes the importance of staying ahead of the curve. Understanding the cultural forces that shape consumer behaviour is vital when tapping into trends like these.

Capitalising on the Trend

Now, knowing all of this, how can we as marketers leverage the “Mob Wife” aesthetic into our market? Here are a few key pointers:

• Target the Right Audience

As this trend resonated with a younger demographic, it is important that we aren’t completely neglecting them in our marketing efforts. Studying TikTok trends and algorithms, having an active eye for the next big thing can prove to become super helpful especially if you’re one of the first people to act on it.

• Embracing Nostalgia

While most brands tend to deter away from nostalgia in favour of fresh and new ideas, incorporating something that’s familiar into our marketing efforts can equally provide a strong footfall as people will always gravitate towards what they already know. Tap into local references where possible and embrace the power of the old.

• Empower Your Audience

Highlight the strong and confident aspects of the “Mob Wife” aesthetic. Build your audience up with courage but don’t patronise them. Think of them as your community instead of transactional machines.

• Think Beyond Beauty

The “Mob Wife” trend may have started in the beauty industry but it doesn’t mean it needs to stay there. Think of creative approaches to incorporate this into your own industry. That could mean partnering up with influencers or running social campaigns around the aesthetic. Think beyond beauty.

Looking ahead, it will be fascinating to see how the "Mob Wife" aesthetic continues to evolve. Will it inspire a new generation of makeup trends? Or will it fade away as quickly as it rose to prominence? One thing is certain: in the ever-evolving world of social media, the unexpected always has the potential to become mainstream.