As her dark debut novel about a tradwife who wakes up in the past is adapted into a film by Anne Hathaway, author Caro Claire Burke meticulously explores the unsettling truth hidden behind the facade of “barefoot influencers.” The aesthetic is instantly recognizable: charming gingham dresses, pristine linen aprons, and toddlers beaming from the secure perch on a perfectly angled hip. And the mothers embodying this vision? They are, without exception, beautiful. Their voices are soft whispers, their skin tones a harmonious spectrum of honeyed hues. This is the image of the tradwife.
The term “tradwife” itself carries a certain whimsical, almost frilly, quality, as if demanding to be uttered in a singsong manner. The media coverage surrounding this phenomenon has often mirrored this sentiment, characterized by a breathless and distinctly feminized tone. It feels profoundly ironic that most articles on the subject are penned by women, especially considering that the term – and the vision it encapsulates – was originally conceived and disseminated by men. Its genesis can be traced back to the dark, obscure corners of online “incel” forums, where anonymous users articulated a profoundly unoriginal fantasy: a wife who would readily fulfill every role that the “real women” in their lives allegedly refused. This included diligently managing the household, bearing children, engaging in sexual acts on demand, and, perhaps most crucially, asking for absolutely nothing in return.