Dowdy says she feels she has spent the last few years “girlbossing,” but now she doesn’t find the desire to hustle “impressive these days, nor is that an example I want to set for the younger generations that follow me. Two years after making her viral video, Jones says she has found herself in a more supportive workplace, and still is striving to put the “soft life” into practice every day.

com also brought to you "Glamour Girl" layouts featuring more professional glamour models in bikini and lingerie shoots. The company blames the trend on the uncertain economic times Gen Z has faced during their entire adulthood thus far, from the pandemic to now.A soft life doesn't mean not working or just giving up on accomplishing things; for me it's about reprioritizing your life and your work around your own peace, contentment, and fulfillment wherever possible. Overall I think this is a great company to check out if you’re interested in bunny-friendly products without breaking your bank! To me, a soft life is akin to getting out of the rat race, to putting yourself first over hustling or some unattainable idea of success that continues to leave you unfulfilled,” she says.

That’s the conclusion Erica Dowdy, a content creator who founded a marijuana company with her mother, came to recently after traveling to Europe and feeling intense pressure to create content the entire time, rather than enjoy the experience. Like Campbell, many soft girls have come to the lifestyle after experiencing the burnout of a capitalistic society firsthand, posting their visions of the life they could have if they didn’t have to work. I think it's just promoting the traditional gender norms that we have worked so hard to push back on,” she tells me. Darke tells me that, while she does face criticism for her beliefs, she has observed other women her age beginning to “embrace traditional gender roles,” as she puts it.

Richie’s favorite workout, Pilates, has even become a key part of the soft-girl aesthetic, with many declaring it a cornerstone of the lifestyle. Their Instagram page is populated with blurry photo dumps, if they’re still on the app at all, while their TikTok is where they post OOTDs and musings about fashion.