TAP TO TIDY
Not since the 1950s have we seen such a boom in homemaking content, from cleaning hacks and pantry organisation to the new domestic goddesses teaching us how to host. What’s behind the romanticisation of domestic life in 2024?
Hannah Neeleman would have you believe that her life is simple. A salt-of-the-earth existence on a bucolic ranch in Utah. She’s a demure wife and devoted mother who spends her time collecting speckled eggs in her apron, milking her cow Tulip and baking loaves of spelt sourdough in her Aga. So why do almost 9 million people watch her every move? Known better as on Instagram, 33-year-old Neeleman has become the poster girl for an idealised version of domestic life that’s captured our imagination. Her posts, which range from cooking in her huge farmhouse kitchen with a peaceful newborn strapped to her chest to a reel of her giving birth to her eighth baby in the bath while the rest of her brood watch, attract thousands of comments. They’re evenly split between the people who idolise her and the people morbidly fascinated with the image of traditional womanhood she’s promoting. The fact remains: she has the kind of engagement FTSE 100 companies dream of. What is it about her that’s so compelling? While Neeleman’s specific brand of Little House On The Prairie meets Von and hosting tips from , getting a satisfying hit from the ‘tap to tidy’ Stories of or the latest decluttering job by . The Duchess of Sussex has read the room, announcing her new lifestyle brand American Riviera Orchard last month with clips of herself arranging flowers and stirring a pot in a rustic country kitchen. Now more than ever – or at least, since the 1950s – home is where the content is.
