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    When the Devoted Wife Becomes a Winning Brand

    “The Secret Lives of Mormon Wives,” the new Hulu reality show, centers on a clique of influencers in Provo, Utah. In their community, they are steered at young ages into marriages and pregnancies. But on TikTok, they converge into a #MomTok squad, executing coordinated dances in crop tops amid beige McMansions as they rack up followers and brand deals. Now they’ve been upgraded to reality television stars, a cast of frenemies who act out mean-girl scenes and hunt for loopholes in the strict codes of their church.It’s significant that the show identifies these women first as wives, not as influencers. They are professional content creators and, in some cases, family breadwinners. It is their social media popularity that landed them the show, not their unexceptional husbands. Several cast members are actually divorced.The “Mormon Wives” join an extended wife universe — see also: Bravo’s chaotic “Real Housewives” and Instagram’s ethereal tradwives — where the term “wife” no longer strictly refers to a woman’s marital status. “Wife” is a brand. In “Mormon Wives,” it suggests a woman whose public identity is defined by her relationship to the home. A woman whose worth is still measured by her proximity to the patriarchy, even as she claims that her profitable TikTok presence challenges it.These wife-themed shows and tradwife social-media accounts might qualify as simple brain-bleaching distractions, were they not proliferating during this particular presidential election season. The Trump campaign and some of its allies have repeatedly suggested that a woman’s domestic contributions are her highest calling — so much so that they have cast motherhood as a prerequisite for her participation in work outside the home. If a woman hopes to claim a role in public life, she must play the wife and mother everywhere that she goes.In comments from three years ago that resurfaced recently, Trump’s running mate, JD Vance, complained of “childless cat ladies” in business and politics, and railed against the “leaders of the left,” like the American Federation of Teachers president Randi Weingarten, whom he called “people without kids trying to brainwash the minds of our children.” (Like Kamala Harris, Weingarten is a stepmother.) Last week, Gov. Sarah Huckabee Sanders of Arkansas appeared alongside Donald J. Trump and suggested that because Harris has not birthed children, she has acquired a character defect unbecoming of a leader: “My kids keep me humble,” Sanders said. “Unfortunately, Kamala Harris doesn’t have anything keeping her humble.”Meanwhile, since Elon Musk took over Twitter, rebranded it X and transformed it into what Charlie Warzel of The Atlantic has called “a right-wing echo chamber,” my feed has featured commentary about how infant formula is poison, day care causes mental illness and children ought to be home schooled or “unschooled” by devoted mothers. Instagram and TikTok supply montages of fantasy housewives: white women in pastoral settings, wearing aprons and kerchiefs, kissing their husbands, rubbing their baby bumps and proselytizing about the benefits of beef tallow.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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    Taylor Frankie Paul and the Story Behind ‘The Secret Lives of Mormon Wives’

    A new Hulu series will explore a cheating scandal — and its aftermath — that rocked the world of Mormon social media influencers.In the summer of 2022, the world of Mormon influencers was rocked by a scandal that even their most dedicated followers did not see coming. Taylor Frankie Paul, a married TikTok influencer and mother of two, announced in a TikTok livestream that she and her husband had decided to get a divorce after “soft swinging” with other Mormon couples in their Salt Lake City-area friend group.The public admission prompted denials from Ms. Paul’s friend group, cheating accusations and even more shocking revelations, all of which have followed the so-called #MomTok influencers ever since.Now, the scandal and its aftermath have been documented for a new reality series for Hulu — the aptly titled “The Secret Lives of Mormon Wives” — which premieres on Friday. Here’s what you need to know about the women, and the scandal, at the heart of the series.OK, what is #MomTok?“I created MomTok,” Ms. Paul, 30, declares in the trailer for the show.MomTok is a nickname for a loose collection of popular young Mormon influencers who post TikTok videos of themselves dancing, lip syncing and behaving in ways you wouldn’t necessarily expect religious women to behave. But that’s part of the point: Ms. Paul and her friends, including Mayci Neeley, Mikayla Mathews and Whitney Leavitt, say that MomTok is about subverting expectations of how Mormon wives and mothers should act.“We are trying to change the stigma of the gender roles in the Mormon culture,” Ms. Neeley says in the trailer.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More