This study examines the softgirl-trend on a softgirl profile TikTok account. The purpose of the study is to examine the softgirl trend on TikTok and how users construct independence in relation to the trend. The softgirl-trend promotes a lifestyle with focus on the individual’s well-being, without stress and effort, which has led to inspiration for the housewife lifestyle. The user’s attitudes against the trend and how they define independence in this digital forum, have been studied with a netnographic analysis. The result was analyzed with several postfeminist theories about individual choice associated with restricted social structures and how gender roles are established in the modern society.

The result showed different attitudes against the trend and definition of independence. Some of the users considered the choice to be a softgirl as an expression for freedom and independence. That is because it goes against the normative expectations in the Swedish society. Other users question whether a person can be independent and still be in a depending position to the man. Discussions about society responsibility, gender roles and the labor market from different perspectives are central in the study. 

The conclusion is that the softgirl-trend can be perceived as independent since it gives the individual a feeling of personal choice. Although, it can’t be excluded that the decision has been made without any external factors as social norms, popular cultural ideal and economic circumstances.