The Times Australia
The Times World News

.
Times Media

.

Martha Stewart paved the way for influencers. But not everyone finds her brand empowering

  • Written by Di Yang, Doctoral student, School of Economics, Finance, and Marketing, RMIT University



From showing us how to cook the perfect turkey to mastering the art of folding a fitted sheet, Martha Stewart’s name has long been a byword for doing things well at home – “how very ‘Martha Stewart’ of you”.

New Netflix documentary, Martha[1], promises insights into her extraordinary life – from a teenage model to the original influencer and America’s first self-made female billionaire, with a prison stay and friendship with Snoop Dogg along the way.

Behind the expertly folded linens and immaculately set tables lies something more.

Martha Stewart created a brand empire that redefined the domestic lifestyle, monetised it and paved the way for others.

Beginnings and barriers

Stewart’s connection to the domestic arts began early.

Raised in New Jersey, she learned essential homemaking skills like cooking and sewing from her mother, while her father introduced her to gardening.

She studied art and architectural history yet Stewart started her career as a stockbroker. But her passion for the domestic realm led her to entrepreneurship.

As she once reflected[2], “the life of the homemaker was more interesting to me than the life of Wall Street”.

In 1972, she launched a catering business[3] from the suburbs of Connecticut. It soon gained recognition for its elegant food presentations. A publisher client led to her 1982 book, Entertaining[4]. It included notes for how to prepare a clambake for 30, a cocktail party for 200 and ranked presentation as highly as the food itself.

Book success sealed a partnership with Kmart in 1987 and eventually took her homewares brand into millions of American homes.

By 1999, she took her company, Martha Stewart Living Omnimedia (which encompassed her television show, magazines, websites and merchandising product lines) public, becoming America’s first self-made female billionaire[5] – albeit momentarily.

A few years later, Stewart was embroiled in scandal[6]. She received a five-month prison sentence for insider trading and obstruction of justice. Many expected this to mark the end of her career – but Stewart defied the odds.

Breaking new ground

After her release from prison[7], she didn’t shy away from her past. Instead, she continued sharing skills including those she honed during her time at prison camp[8] – whether it was crocheting or experimenting with new recipes. As always, Stewart seized every opportunity to expand her brand.

Her genius lies in her ability to “sense a void in the culture[9]” and turn a personal touch into commercial success.

Since selling her namesake brand[10], Stewart has stayed in the spotlight, sometimes sharing it with rapper Snoop Dogg[11]. The unlikely duo struck up a seemingly genuine friendship that produced a television potluck series, appearances and prison jokes.

She continues to connect with millions of followers on platforms like Instagram and TikTok, where her long-term influence is perhaps most evident.

Steward and rapper Snoop Dogg have become firm friends since he taught her how to make mashed potato in 2008. Richard Shotwell/Invision/AP

The OG influencer

Stewart’s living legacy is unmistakable in today’s digital world. Scrolling through social media, you’ll find traces of her in meticulously arranged tablescapes or perfectly organised cabinets.

Popular “cleanfluencers[12]” like Mrs Hinch[13] and Australia’s Mama Mila[14] have built massive followings by turning domestic tasks into visually captivating content.

Minimalist tidy maven Marie Kondo[15] took the world by storm, with her philosophy of keeping only what “sparks joy”. Her global brand follows Stewart’s signature collection model. Stewart’s clean and white aesthetic and multichannel branding can be seen in Gwyneth Paltrow’s Goop[16] too.

When housework is repackaged as life-changing and transformative, it transcends private duty to become a public, respected and potentially profitable business.

But is this feminism?

Yet, the rise of domestic lifestyle influencers also raises critical questions in feminist circles.

As far back as Simone de Beauvoir’s The Second Sex[17], published in 1949, housework has been seen as part of the trap of domestic femininity.

Figures like Stewart may represent success stories in economic terms[18]. But their ventures risk reinforcing the stereotype that homemaking is inherently women’s work, often packaged alongside an ever-growing array of consumer products designed to perfect it.

Stewart’s vision of domestic success – immaculate homes, flawless dinners, and perfect organisation – sets a standard that is unattainable for most. Scholars argue her media empire presents an upper-class fantasy[19], where the appearance of a wealthy lifestyle is emphasised over the reality of it.

Focusing on domesticity is not inherently regressive, but what happens when the standards of success are too high to reach?

The “solution” is often hidden in the consumerism trap, with women endlessly buying goods to chase an idealised lifestyle.

Stewart’s embrace of perfectionism fuelled her success. In her words, “being a perfectionist can be profitable[20]”. Yet for women and consumers, the pursuit of “Martha Stewartness” often feels out of reach.

Martha is streaming on Netflix from today.

References

  1. ^ Martha (www.netflix.com)
  2. ^ once reflected (www.harpersbazaar.com)
  3. ^ launched a catering business (thegentlewoman.co.uk)
  4. ^ Entertaining (edition.cnn.com)
  5. ^ America’s first self-made female billionaire (www.investopedia.com)
  6. ^ scandal (abcnews.go.com)
  7. ^ her release from prison (www.forbes.com)
  8. ^ prison camp (people.com)
  9. ^ sense a void in the culture (www.harvardmagazine.com)
  10. ^ selling her namesake brand (www.forbes.com)
  11. ^ rapper Snoop Dogg (people.com)
  12. ^ cleanfluencers (www.theguardian.com)
  13. ^ Mrs Hinch (www.instagram.com)
  14. ^ Mama Mila (www.instagram.com)
  15. ^ Marie Kondo (konmari.com)
  16. ^ Gwyneth Paltrow’s Goop (goop.com)
  17. ^ The Second Sex (www.penguin.com.au)
  18. ^ economic terms (doi.org)
  19. ^ an upper-class fantasy (doi.org)
  20. ^ being a perfectionist can be profitable (www.oprah.com)

Read more https://theconversation.com/martha-stewart-paved-the-way-for-influencers-but-not-everyone-finds-her-brand-empowering-241802

The Times Features

The Gift That Keeps Growing: Why Tinybeans+ Gift Cards are a game-changer for new parents

As new parents navigate the joys and challenges of raising a child in the digital age, one question looms large: how do you preserve and share your baby's milestones without co...

Group Adventures Made Easy: How to Coordinate Shuttle Services from DCA to IAD

Traveling as a large group can be both exciting and challenging, especially when navigating busy airports like DCA (Ronald Reagan Washington National Airport) and IAD (Washington...

From Anxiety to Assurance: Proven Strategies to Support Your Child's Emotional Health

Navigating the intricate landscape of childhood emotions can be a daunting task for any parent, especially when faced with common fears and anxieties. However, transforming anxie...

The Rise of Meal Replacement Shakes in Australia: Why The Lady Shake Is Leading the Pack

Source Meal replacement shakes are having a moment in Australia, and it’s not hard to see why. They’re quick, convenient, and packed with nutrition, making them the perfect solu...

HCF’s Healthy Hearts Roadshow Wraps Up 2024 with a Final Regional Sprint

Next week marks the final leg of the HCF Healthy Hearts Roadshow for 2024, bringing free heart health checks to some of NSW’s most vibrant regional communities. As Australia’s ...

The Budget-Friendly Traveler: How Off-Airport Car Hire Can Save You Money

When planning a trip, transportation is one of the most crucial considerations. For many, the go-to option is renting a car at the airport for convenience. But what if we told ...

Times Magazine

Here is a great checklist for organising your wedding flowers

For many, flowers are a big component of a wedding day, and if you are soon to be married and you are considering your flower arrangements, this post is for you. Working out the details for a wedding is a big job, that's why we've compiled this che...

Designing for Accessibility: How Toilet Signs Can Promote Inclusivity

Toilet signs are a crucial aspect of any public facility or establishment. They play an important role in guiding individuals to the appropriate restroom while ensuring that everyone feels safe and comfortable while using the facilities. Toilet sig...

Employment support for people with disability

If you’re a job seeker in Australia and you’re currently living with a disability, there will be some hurdles to overcome and added challenges you will have to face in your efforts to find and keep a job. The positive news is that you don’t have ...

Women from refugee backgrounds are engaged in the workforce

With today marking the start of Refugee Week, it’s time to celebrate and acknowledge the contributions and impact of refugees on our industries and communities. As part of this, The Social Outfit is making a difference again with their  Wear The ...

Moving to Melbourne- The ultimate guide for Expats

Melbourne city is the second-largest city in Australia boosting a number of cosmopolitan, multicultural and vivacious attributes that attract expats from around the world. Located along the banks of the stunning River Yarra, Melbourne is envelope...

Waave launches ‘Wallet’ for Pay by Bank with Australian-first biometric security

Payments technology and Open Banking leader Waave today announces the introduction of the Waave Wallet to house its upgraded Pay by Bank product, a real-time account-to-account payment method which now features industry-leading biometric security...