Meghan Markle’s Lifestyle Brand: A Closer Look at the Unattainable Tradwife Fantasy
A Brand of Traditional Homemaker Aesthetics
Since its announcement early last year, Meghan Markle’s lifestyle brand, As Ever (formerly American Riviera Orchard), has been under intense scrutiny. While the logo controversies and copyright qualms have dominated the headlines, a more troubling issue lies beneath the surface – the unattainable tradwife fantasy.
As Ever’s brand aesthetic is undeniably strong, meeting at the intersection of regal tradition and minimalist Montecito glamour. The brand’s cursive logo and pastoral imagery evoke a sense of curated elegance, unattainable to many. This curated elegance seems to sell a lifestyle steeped in purity and outdated traditionalism.
A Fusion of Traditional Homemaker Aesthetics and Faux Royal Flair
While all iconic brands have their own unique identity, Markle’s brand is a fusion of traditional homemaker aesthetics embellished with faux royal flair. From its website to its Instagram page, signs of its tradwife-esque brand positioning are clear. The brand features rustic shots of Markle amongst her grassy acres of land or tinkering with styled snaps of berry-laden French toast set upon spotless linen tablecloths, creating an almost dystopian purity to As Ever’s meticulous branding.
A Lifestyle Steeped in Patriarchal Values
Hinging on Markle’s passion for "cooking, entertaining, and hostessing", the brand paints an image of high-class aesthetics that inadvertently play to stereotypical gender roles. While all luxury brands sell a ‘fantasy’ of sorts, it’s the benign traditionalism of Markle’s brand that raises concerns. Due to her monarchistic ties, Markle’s classy, regal-inspired branding was perhaps written in the stars, presenting a golden opportunity to play on (and subvert) tradition. Instead, the brand only serves to reinforce decades of regal archaism.
Conclusion
Whether Markle’s brand actively promotes a tradwife lifestyle is up for dispute, yet As Ever’s strong rooting in traditional values is undeniable. Markle’s "curated" personal involvement in the brand only intensifies its troubling implications. The brand’s strong branding and traditional values have created a lifestyle that few women can sustain – a peek behind the curtain at a dystopian wonderland of pastoral purity.
FAQs
Q: What is the tradwife fantasy?
A: The tradwife fantasy refers to the idealized lifestyle of a traditional homemaker, often characterized by a focus on domesticity, cooking, and hosting.
Q: Is Meghan Markle’s brand promoting a tradwife lifestyle?
A: While the brand does not explicitly promote a tradwife lifestyle, its traditional values and aesthetics are undeniably rooted in patriarchal values.
Q: Why is this a concern?
A: The brand’s promotion of traditional values and aesthetics inadvertently perpetuates stereotypical gender roles and reinforces decades of regal archaism.
Q: Can women relate to the brand’s lifestyle?
A: No, the brand’s lifestyle is unattainable for most women, creating a sense of exclusivity and elitism.
