Yet for all these women’s visibility and profitability, they compete against a far more palatable—and, in many cases, more successful—form of femininity: the lifestyle supermom. Exemplified by Reese Witherspoon, Jessica Alba, Blake Lively, Gwyneth Paltrow, and Ivanka Trump, these women rarely trend on Twitter, but they’ve built tremendously successful brands by embracing the “new domesticity,” defined by consumption, maternity, and a sort of twenty-first-century gentility.
