Tradwife content is everywhere - you’ve seen it on your feed. Influencers showing off their sourdough loaves while talking about how lucky they are to be stay-at-home wives, mothers, and girlfriends. For some, it looks like an aspirational lifestyle - fairy-tale wealth, a beautiful home, family and no 9-5 job.
One of the biggest accounts like this is Nara Smith. And although she’s often seen as the face of the movement, she’s now said she doesn’t identify with the label.
Others using the hashtag on their content say the same.
We chat to Crystal Gorsuch, who is 20 and a stay-at-home mum. What does she think of the label and how has her content been received by people online?
Plus, Chelsea from the team talks to us about how this trend is changing and where it might go next.
Instagram: @bbcwhatintheworld Email: whatintheworld@bbc.co.uk WhatsApp: +44 330 12 33 22 6 Presenter: Hannah Gelbart Producers: Emily Horler and Chelsea Coates Editor: Verity Wilde