Who are tradwives—“traditional wives”—and why are they loved and hated?
A movement is gaining momentum on social media that simultaneously delights and outrages millions. Women in vintage dresses bake bread from scratch, greet their husbands with a hot dinner, and openly share why they gave up their careers for family and home. Meet the tradwives. They've sparked a veritable debate, from adoring fans to fierce critics.
The word "tradwife" is short for "traditional wife." Anyone who hears the term for the first time immediately conjures up a vivid image. But don't jump to conclusions: it's important to understand the specific traditions these women follow and the meaning they attach to their movement.
The trend emerged in Western countries in the 2010s but took off after 2020. The pandemic forced many to reassess their priorities, and for some women, the response was a return to the "good old days"—with a clear division of roles and an emphasis on family. In Russia and post-Soviet countries, the theme is also resonating strongly, as traditional gender roles have never completely disappeared there.
The term "tradwife" first surfaced about five years ago. The first woman to openly call herself a "traditional wife" was British woman Alena Kate Pettitt. In an interview with the morning show This Morning, she described how, after the birth of her child, she gave up her career and devoted herself entirely to her home and family.
Pettitt wore fitted dresses with full 1950s-style skirts, styled her hair in retro updos, and maintained social media accounts where she shared her daily routine: cooking, cleaning, sewing, and raising her child. She says this kind of life has always been her dream and brings her true happiness.
Pettitt's ideas have found hundreds of thousands of like-minded women. She even launched The Darling Academy—an entire platform dedicated to the tradwife style: recipes, homemaking tips, child-rearing advice, and reflections on the chosen path.
Guardian columnist Hadley Freeman studied the phenomenon and concluded that the tradwife is a housewife from the past, but with modern media clout. They live like stay-at-home wives of the 1950s and turn it into content. In addition to her blog, Pettitt writes books glorifying this lifestyle.
At the same time, many tradwives have successful backgrounds—for example, former model Nara Smith. She now posts daily videos of herself cooking breakfast for her husband and children, mopping floors, and maintaining the house. The content is repetitive, but the audience is in the millions.
In her first book, Ladies Like Us, Alena Pettitt outlines her basic principles: no plastic surgery, only natural makeup, and elegant but conservative clothing. Among her style icons, she cites Jacqueline Kennedy, Queen Elizabeth II, and Catherine, Princess of Wales.
Pettitt emphasizes that being a "traditional wife" isn't just about housework and modest dress. It's a lifestyle in which a woman should "present herself with dignity, grace, and elegance," valuing and embracing her "feminine energy."
It would seem that tradwives don't advocate anything negative. However, the movement has drawn harsh criticism, largely due to its radical proponents. Australian blogger Jasmine Deeney, for example, believes that a woman has no reason to build a career or achieve anything outside the home. Her sole purpose is to serve her husband and children. According to her, a married woman should be interested in nothing but family and religion.
Such views, of course, are passed on to their daughters. Jasmine Dini puts it bluntly:
Less radical tradwives still adhere to patriarchal attitudes. Alena Pettitt believes that a woman is responsible for the comfort of the home, and a man for the income. Religiosity and Christian values, including the idea of submission to one's husband, are highly valued.
Naturally, the movement's main opponents are feminists. They see tradwifery as a decades-long regression, depriving women of autonomy and returning them to complete financial and emotional dependence on men. Criticism online is so widespread that it has spawned thousands of memes and jokes.
The tradwife trend evokes polarized emotions: some celebrate the "return of true femininity," while others see it as a dangerous romanticization of outdated roles. What do you think of this phenomenon—is it a conscious choice and a path to harmony, or a step back in women's freedom?