NYT columnist on tradwives: 'It’s no longer considered cool'

Influencer Nara Smith distanced herself from the "tradwife" label.

And New York Times columnist Jessica Grose argues it's indicative of a major cultural shift.

Smith, 24, gained over 12 million TikTok followers by filming herself cooking elaborate meals from scratch in designer and luxury clothing. Her voice-overs, defined by her slow narration style, also defined her content.

On Alex Cooper's "Call Her Daddy" podcast, Smith insisted she's "a working mom" in an egalitarian marriage where her husband, Lucky Blue Smith, 28, shares household duties.

Grose argues Smith's timing is suspicious, highlighting a 2024 interview by GQ. Two years ago, Smith discussed tending to fans who favored conservative gender roles. Smith also joked about rage-baiting followers.

Grose contends the tradwife trend was never genuine, just viral content.

The columnist suggests Smith's retreat reflects broader cultural shifts: the Trump administration's alignment with "narrow and cartoonish" gender ideas is proving "an unmitigated disaster," and MAGA aesthetics have "curdled into cringe."

"It’s no longer considered cool, even in an edgelord kind of way, to be tacitly embracing the Trumpian vision," Grose wrote.

"It’s tired, and people are sick of it. It’s not cute anymore to be spending hours making Skittles from scratch when so many people can’t even afford haircuts and toilet paper."

Watch the video below.