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In 1969, they published “ The Secret Power of Femininity: The Art of Attracting, Winning, and Keeping the Right Man for You.” The New York Times, in a rather bewildered review three years later, offered several juicy quotes from the text, including this tip for women to practice in advance exactly how they would manipulate men: One of the most interesting contradictions explored in the documentary is that LuLaRoe claims to be all about empowering women - its social media feeds are littered with hashtags such as #GirlBoss, #Mompreneur and #BossBabe - while actually bowing down to a distinct brand of anti-feminism that was popular in Mormon circles in the 1960s and ‘70s.ĭeAnne’s parents literally wrote the book on that. Mormonism that emphasized traditional gender roles and the idea that women’s main job in life is to make men feel awesome. While it’s not mentioned in the documentary, she is a great-great-granddaughter of Joseph Smith’s brother Hyrum, who was assassinated alongside the prophet in the Carthage, Ill., jail.ĭeAnne, born in 1959, is a product of a particular kind of postwar U.S. So let’s explore it, because the whole company seems infused by a superficial and selective set of values that arise from Mormon culture in a particular place and time.ĭeAnne Startup Brady Stidham (yes, her maiden name really was “Startup”) comes by her Mormon bona fides honestly. Other than that, though, Mormon culture is a quiescent subtext, lurking in the background but largely unexplored. It also chronicles the innate weirdness of Mark Stidham spouting passages from the Book of Mormon at a companywide sales event, or comparing his own legal troubles to church founder Joseph Smith’s persecutions. It notes that the husband-and-wife team of DeAnne and Mark Stidham (president and CEO, respectively) are Latter-day Saints and that many in the army of women who sold the company’s colorful leggings and maxi skirts were members of The Church of Jesus Christ of Latter-day Saints, too.
FASCINATING WOMANHOOD AMAZON SERIES
The series walks a fine line with the founders’ Latter-day Saint faith. It chronicles the dizzying rise and fall of LuLaRoe, a multilevel marketing company in California that is now the subject of at least 50 lawsuits and legal actions alleging that it’s a pyramid scheme. “They say feminism is about choice, but I don’t always see that.The binge-worthy four-part documentary “ LuLaRich” is available for streaming on Amazon Prime, and it’s a doozy. “I don’t really have an issue with feminists, although I do have a problem with anyone who doesn’t respect my choices,” Jade explains. For several years she posted to a YouTube channel, but took it down after receiving ‘a lot of flack’ about her attitudes to men, women and marriage. Like many #tradwives, Jade lives a double identity, keeping her real beliefs about men, women and marriage for sympathetic tradwife friends and forums. “People who want to live a traditional lifestyle get a load of abuse,” Christine explains. Tradwives are often wary of talking about their beliefs on social media for fear of being trolled by what they perceive as an enemy feminist majority (it’s for this reason that we agreed to conceal interviewees’ surnames for this story).
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“Tell men not to be men and women not to be women and you get family breakdown,” says Jade of this way of thinking. Central to #tradwifehood’s message is the notion that feminism, with its questioning of the ‘traditional’ sexed roles, has gone too far.