When Martha Stewart became famous Family life in the United States looked very different from her childhood. American mothers are entering the workforce in large numbers. And when Stewart’s first book was published in 1982, many women weren’t teaching their daughters the finer basics of running a house, like cooking from scratch. or organizing holiday gatherings anymore Stewart’s meticulous guidance into home life ended up filling a motherly vacuum for many of her fans, and she inspired both devotion and envy. Oprah Winfrey is not a person. Stranger to hard work once summed up the rage that many felt about Stewart, saying, “Who has time For all this? For all the women who make intricate gingerbread houses. Millions of people don’t even have time to bake cookies.”
As American women feel the strain of second shift, Stewart seems to be advising them to work overtime to beautify their second work environment as well. But despite being most famous as a housewife But a career often associated with motherhood, Stewart later appeared confused about motherhood. Before her daughter was born When Stewart was 24, “I thought it just came naturally,” she said. MarthaA new Netflix documentary about her life and career. “It turns out it’s not natural to be a mother.”
At the beginning of the documentary Off-camera speakers – Stewart is the only on-camera interviewer – call her an “original influencer” who label It emphasizes how she shaped home life and purchasing trends decades before the advent of Instagram or TikTok. As one friend said, Stewart “was the first woman to recognize the marketability of personal life.” You,” archive photos of a young Stewart reveal a homely charm that many of today’s social media creators are imitating. We see Stewart stooping low in her garden. And feed the chickens in your garden.”Palais du Poulet”—the French name she gave the coop (“Chicken Palace”), that image would have been at home on her vision board. modern influential person Who has delivered his nostalgic vision of Americana to millions of followers.
But Stewart’s words, whether spoken directly on camera or read from private letters, tell a different story than the tidy ones. imagination– Partly why? Martha This raises some interesting questions about motherhood. Family life and housework mark Stewart’s clear doubts about the value of all three. throughout the documentary She seems to be confronting her own conflicting beliefs. But it is clear that business, not the art of housework, is Stewart’s central mission in life. And her unwavering focus on expanding her empire is what ultimately attracted the most criticism as she became a huge brand.
in 1987, the same year Stewart published weddingA glossy guide on how to host the perfect wedding celebration. She and her husband separated after he had an affair with a young woman. Meanwhile, Stewart promotes a book about celebrating love. She also struggles with her family’s personal problems. And when rumors of an affair became public Stewart worries about the professional implications of her husband disappearing from his carefully curated life. At one point in the film Stewart advises young wives on how to respond to her husband’s deception: “Look at him,[say]’He’s a bastard,’ and get the hell out of it. Get out of that marriage,” she said defiantly. and warns women today not to stay as she did. and try to fix things (The two divorced a few years later in 1990.)
Only when documentary director RJ Cutler asked about it. you Earlier in the marriage, Stewart admitted her own actions. “It was nothing,” she said, before decrying the messiness of the divorce. “I will not break up my marriage for this,” in other words, it is personal cheating. But she frowned when she saw the phenomenon of family dissolution. This moment drew attention to the strictness with which Stewart tried to control her image. And it emphasizes how displeased she seems at her success. In 1999 Stewart, then CEO of Martha Stewart Living Omnimedia, became the first female self-made billionaire in the United States. Joan Didion later wrote in a The New Yorker essay that “Martha’s dreams and fears Stewart’s touch didn’t belong. ‘femininity’ but of feminine power of a woman sitting at a table with a man and still wearing an apron Walked away with french fries.”
Almost 25 years later Martha It makes the case that Stewart is subject to different rules than men. Because she disturbs the general view of women in the business world. “She’s ruthless,” said one critic. “In the business world, that’s a great quality for a man. But for a woman, you know, she’s a bitch.” That might be an interesting place to be. start Looking back at the controversial mogul But the documentary is specific about Stewart’s perceived professional shortcomings, including criticism that she underpaid employees while earning millions, berated them and sold their work as It’s you But we get the vague impression that some people find her violent and others find her perfectionist. But it’s different from the previous times. CNN Document About the steward Martha Avoid asking about such details. workplace allegations To support the renovation of how many powerful men underestimated or outright disliked her.
The second half of the story brings the same gendered analysis to Stewart’s famous 2004 trial, which began with the FBI led by an ambitious young man, James Comey. which implicated Stewart in a larger insider trading scandal. When the agency failed to prosecute Stewart for illegal trading They have prosecuted her for lying to officials during the investigation. Stewart ultimately served five months behind bars. found guilty The charges include obstruction of justice and conspiracy. Martha This presents the case as another example of the vitriol that Stewart has endured for so long. To her critics Stewart’s case pierces her decency. Her prison sentence was unrelated to her company, though. But it’s also an underwhelming description of the success of her lifestyle company. For one thing, it makes Stewart’s relentless drive all the more unappetizing. “I am strict and demanding. And I am a good thing that makes successful people,” Stewart said in an archival clip from the time of her sentencing.
A more nuanced perspective emerges in the documentary. It later describes Stewart’s transformation while serving her sentence. Her time in a West Virginia prison prompted a serious reconsideration of her affairs. And what type of house does it reflect? Stewart meets incarcerated women who face a much harsher reality. But they also want to turn their diverse talents into potential business ventures. Hearing other women’s stories and review their business plans when they ask for her advice. This made Stewart’s experience bearable. and has adjusted some of her work methods as well. The homecoming speech she gave Her staff soon after her release focused heavily on the transfer. Why of their work “I sense that there is a growing need among Americans to maintain human connection,” Stewart said at the time. Adding that she understood “The need to honor many types of families.”
Nearly a decade after Stewart emerged from prison wearing the Poncho crocheted by a fellow prisonerThe rise of girl boss feminism has made the cheeky style popular. It calls for the kind of leadership Stewart embodied before her sentencing. Girlboss feminism has gone out of fashion in the corporate world. But today’s lifestyle influencers Even those who hold traditional values Yet they dare to openly discuss the profit motives of their work. Especially if they look the part of a caring mother figure. While Stewart has often succeeded in branding herself as a businesswoman in front of mothers, Many of the most popular housework content creators seem to understand that children Theirs is the most important symbol of the hyper-feminine fantasies they exhibit. As my colleague Sophie Gilbert wrote recently in an article about Hulu’s new reality series that follows a Mormon woman who’s famous on TikTok, secret life These stars are notable for the sophistication of their brands combined with their fertility. It’s not a simple, day-to-day reality of motherhood. rather, it is the symbolic power of sexual qualities and the power of motherhood.”
The popularity of these women and, in some cases, the economic viability of the family. It is inextricably linked with the way they serve as selfless mothers. It was a role that Stewart had never been interested in. Although the home business has changed in the years since Stewart’s IPO, her earlier success has undoubtedly prepared her audience to embrace home influencers. housework With a completely different approach to public image than her own, Stewart laid the groundwork for creators of all kinds to make money by giving followers a look into their kitchens. It’s not just her recipes. but also her total dedication to brand building and unwillingness to make her labor invisible. For all the conflict Stewart has faced, She always seems to present authority because she knows what she’s doing. And she behaved as if everyone would be better off listening to her boss’ advice.
