The website-girlfriend says, “Wasn’t it easy before the kids came along? We all managed to look pulled together, travel, stay fit and even entertain on occasion. By way of curated products and entrepreneurial opportunities, the website-friend provides “solutions for the challenges of modern motherhood” for women who want to “live with purpose and passion.” But what it really offers is something that has become central to the story of American motherhood - personal reinvention.Įvery mother seemed to be in a whole “find what you love, and you’ll never work a day in your life” mood The Momtrends website remains, today, similarly chummy: It’s the self-described “girlfriend you always look forward to bumping into at yoga class” (yes, the website is the girlfriend).
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Every mother seemed to be in a whole “find what you love and you’ll never work a day in your life” mood - a seamless integration between the domestic and the commercial that I found alarming and alluring.Ī year later, former Ralph Lauren executive Nicole Feliciano articulated the underlying promise of saleswomanship for new mothers in her book Mom Boss: In the age of social media, she claimed, any woman can “learn how to be a super mom.” In her bio, Feliciano refers to her company Momtrends, which began as a blog in 2007 but now specializes in sponsored content and influencer outreach, as every mom’s business-savvy BFF.
When I dared leave the house for the park or rare mother’s group meetup, women peddled leggings, makeup, belly wraps, oils. I was taken by the illusion of sisterhood and commiseration online and, not incidentally, by the mothers who answered problems with product. I lurked on TheBump’s breastfeeding boards and the ambivalently political content created by sites like Scary Mommy, which reflected the horror and delight of everything I was experiencing. I was consumed by the labor of taking care, and I found an odd solace online - a form of recognition - hanging out in mommy forums and on social media. When I became a mother in 2015, my old life no longer felt relevant.
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