Sweden’s #softgirls trend

Business Daily

We find out why, in a country famous for championing gender equality, some women are choosing to become stay-at-home wives and girlfriends.

The social media #softgirl trend is a small but growing minority, who say they do not want the stress of juggling family and work. They want a 'softer' life - with more balance and not having to focus on a career. It has triggered cultural and political debates across Sweden where feminism has been a part of mainstream politics since the 1950s.

Producer/presenter: Maddy Savage

(Image: Vilma Larsson)