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Retro Wives and the ‘Third Way’
The subject of a recent controversial New York
Times feature called The Retro Wife, 33-year-old
‘flaming liberal’ and NY-based mother of two Kelly
Makino could be viewed as a poster child for a
new generation of stay-at-home mothers – or
‘neo-traditionalists’. These women – arguably –
are looking at homemaking as a form of revolt;
a ‘third way’ that rallies against today’s wave of
independent working women. Interestingly, Makino
criticised the article she was featured in, saying
her words were twisted to position her in direct
opposition to Sandberg’s book.
Grimes’ ‘Un-cutesy’ Stance
Twenty-four-year-old Canadian musician Grimes is
admired for her uncompromising work ethic and
creative control over all aspects of her work. Her
shunning of a glitzy image is central to her appeal,
making her a notable influencer.
Tavi Gevinson
For brands, using unconventional “women of
substance” as ambassadors (rather than models
with their idealised beauty) is proving successful
across age groups. We can’t fail to mention
American tween blogging sensation Tavi Gevinson,
who is maturing into a one-woman barometer
for teenage culture with her site Rookie Mag. In
January 2013, she partnered with fashion-focused
social media site VFiles for an X-Girls collection.
Retro Wife - Telly Makino
© NY Times
Tavi Gevinson
© Tavi Gevinson
The New Feminism Opportunity
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Case Studies/Drivers/Influencers