The rise of stay-at-home girlfriends

On a summer’s day, TikTok influencer Gwen The Milkmaid can be found frying up all-American comfort food dressed in a floral prairie dress. “I don’t want to be a boss babe. I want to be a frolicking mama. I want to spend my days baking bread, cuddling chickens, and drinking raw milk straight from the udder,” she writes in her TikTok caption. In another video, she smiles beatifically at her nearly 50,000 followers, giving the camera a view of her ample breasts as she bakes a fresh sourdough loaf.

Gwen is a self-proclaimed “trad-wife”, one of a number of women across TikTok, Instagram, and Reddit forums extolling a return to ultra-traditional gender roles and financial dependence on a male partner. Like the swinging dicks of WallStreetBets and crypto bros, the online trad-wife is an expression of 21st-century financial nihilism. Disillusioned by the girl-boss feminist fantasy, these young women are turning to men to pay off their loans and fund their lifestyles. And, why not? The good life isn’t coming any other way.