Beyoncé and Chrissy Teigen are cool but they are still ads for the ultimate mum life | Kat George

Celebrities are supporting consumer culture and its increasing stranglehold on motherhood

How many different products must one buy in order to be a successful new mother? The mummy market is an infinite expanse in which new products and services are constantly appearing, so that contemporary motherhood starts to look like one never-ending advertisement for the ultimate mum life.

As many of this generation’s most visible pop culture figures (such as Beyoncé and four-fifths of the Kardashian/Jenner clan) become mothers and enact their motherhood in the public sphere, especially through social media, their personal brands are evolving to guide a whole new mummy market. The lifestyles of the rich and the famous – enviable holidays, name-brand accessories, expensive cosmetic procedures – now include a whole host of products and behaviours that are defining what modern motherhood looks like in the mainstream.

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from The Guardian https://ift.tt/2pUouOC
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