In recent weeks there has been an explosion of articles covering the “tradwife” trend on TikTok, most of them focused on Estee Williams, a TikToker and former meteorology student.
Williams embraces a forward-facing 50s housewife aesthetic, but behind it, a brand-building instinct only a woman who grew up on social media could possess. Her presentation is also more secular than some of her contemporaries. But the tradwife, as we know her online today, did not originate with Estee Williams, or on TikTok, or in the Book of Genesis either. God may have created Eve from Adam’s rib, but 4chan created the tradwife from Wojack in 2019 — a blond woman in a blue floral dress. The tradwife meme far preceded the recent surge in tradwife content on TikTok, which seems to have taken off around 2022.
The tradwife community is a definitionally conservative one and one that sometimes veers into the hard right.
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