As Seen In: Evie

Evie is a digital women’s magazine positioning itself as “a new kind of lifestyle for the modern woman,” but its content draws heavily on a retrograde vision of femininity, extolling traditional gender roles and homemaking. While aesthetically aligned with digital wellness culture and modern design, its messaging leans into an idealised past, echoing 1950s domesticity and conservative values dressed up as empowerment. Evie is part of a wider rise of right-leaning women’s platforms that use a nostalgic tone to reject feminist discourse. Through a sleek, Instagram-ready aesthetic and language of self-care, they promote content that encourages women to embrace “natural” gender roles, focus on marriage and fertility – essentially a how-to guide to becoming a tradwife. The magazine weaponises nostalgia to build a curated, imagined version of a past many never lived.

So What: Anemoia isn’t always progressive. The same longing for the emotional safety or structure of the past can be exploited to push regressive ideals. It’s critical to understand the emotional pull these narratives have, particularly for young people feeling overwhelmed or disillusioned. We have to think about the unmet needs that this trend reveals. What alternative, inclusive visions of structure, femininity, or identity can you offer that also acknowledge emotional complexity, burnout, and a desire for grounding?