The “Trad Wives” of the Online Imaginary: Reconfigurations of Feminism Today

Aline Batista dos Santos

One of the phenomena that has gained momentum on social media is the overvaluation of lifestyles framed by an ideal of perfection in what is considered everyday and ordinary. Within this context, the so-called “Trad Wives” (short for “traditional wives”) have emerged—personified in Brazil by the figure of the “trophy wife.” She is portrayed as impeccable in both appearance and behavior, supported financially so she can remain at home, embodying an idealized life centered on self-care and caring for her provider husband.

Through carefully curated and polished videos, these figures project a sense of perfection—a blend of past ideals (from the 1970s and 1980s) with a classic “predisposition” toward what is considered femininity, sustained by the husband’s financial support. Some argue that there are “versions” or hierarchies within these experiences, ranging from those at the top who fully enjoy these privileges to those at the base who carry out domestic duties. This raises the question: is this a regression of feminism, or a reconfiguration of choices within the online universe?

This lifestyle borders on an almost mesmerizing sense of (in)security, organized around domestic life, care for a partner, and, at its peak, motherhood. Delicate clothing, immaculate kitchens and furnishings, soft lighting, and comforting music all create an atmosphere reminiscent of a freshly baked cake being served with care. This visual narrative becomes a display of order, beauty, and security—an effort to re-signify the ordinary.

These themes resonate with the contemporary context, marked by anxiety over connectivity, excessive immersion in digital environments, and socioeconomic variability. For many, a simple life—structured, predictable, and visibly organized—appears viable amid uncertainty. Thus, beyond fitting into social trends, this lifestyle also functions as an escape from financial realities and the pressures of success, transforming the everyday into a refuge rather than an obligation.

The figure of the Brazilian “trophy wife,” often associated with partners of professional athletes—symbolizing beauty, financial dependence, and luxury—has also been reshaped through social media. Ironically, influencers who promote this financially dependent model often earn income online through advertising. Yet, they frame this as a conscious choice: leaving formal careers in favor of the perceived security of domestic life.

This perspective has sparked debates across social media: if feminism advocates for freedom of choice, why should this newly selected model be considered invalid? However, this is not a simple or easily resolved discussion. Some women argue that these narratives romanticize unequal relationships—particularly in financial terms—reinforcing patterns that may “trap” decision-making when compared to ideals of universal independence.

The notion of a “regression” to the past and the erasure of feminist progress frequently appears in these debates, though the issue demands greater nuance. Contemporary feminist mobilization does not emerge from a single, unified framework but rather encompasses diverse and often conflicting perspectives. Some emphasize financial independence, while others advocate for individual freedom to choose a lifestyle that includes remaining at home. There is no consensus.

Within this framework, the phenomenon is not necessarily a linear regression to pre-feminist times but rather a reflection of the many interpretations of what freedom means. A visible duality emerges: choosing a domestic life can be seen both as an expression of freedom and as a concession to enduring social pressures. This creates a complex web of meanings and universal configurations.

Another line of discussion concerns the role of social media in amplifying this discourse, romanticizing simplicity while often presenting distorted versions of reality. Conflicts, difficulties, and complexities in relationships are frequently hidden or denied. These curated lifestyles create unrealistic expectations and foster cycles of comparison with unattainable ideals—akin to the stereotypical Brazilian margarine commercial.

Additionally, this trend may encourage a form of complacency, as happiness is associated with simplicity—even when it entails financially risky dependence on a male provider—or with the consumption of an unattainable lifestyle that can strain relationships through constant comparison. It also diverts attention from crucial discussions such as gender inequality, the division of domestic labor (as a social construct rather than a fixed role), and issues of access and opportunity.

The aim is not to impose a rigid duality or harsh judgments, but to understand the conditions that make these choices desirable and the appropriate ways (if any) to present them. While diverse lifestyles today are valid, it is essential not to ignore the socioeconomic factors that shape and influence these choices. The challenge lies in balancing freedom with critical awareness, distinguishing between genuine choice and external influence.

REFERENCES

BUTLER, Judith. Gender Trouble: Feminism and the Subversion of Identity.

BAUMAN, Zygmunt. Liquid Modernity.

HAN, Byung-Chul. The Burnout Society.

WOLF, Naomi. The Beauty Myth.

I am an International Analyst with a degree in International Relations (2020), complemented by teaching qualifications in Geography (2023), History (2023), and Social Sciences (2025). I hold postgraduate specializations in Political Science (2022), Philosophy and Social Theory (2024), Sociology Teaching (2025), and Educational Technologies (2025), as well as MBAs in Educational Project Management (2022) and Foreign Trade and International Marketing (2026).