The monetising myth of the domestic goddess

By Joanna Roughton.

At least one British newspaper last week had the story of ‘America’s most organised couple’. The pair are Ed and Alejandro Costello and their cleverly-packaged life-story is an interesting illustration of some big trends affecting the media, the family and home.


The life story is important. If you go onto the internet and search for Alejandro Costello you will see articles and videos set inside her home with tips on how to systemise and regiment a household.

None of it is rocket science.

There is advice on de-cluttering which you’ve probably heard before or put down to common sense. There are videos – Alejandro has her own Youtube channel – in which the host shows how to ‘upcycle’ everyday domestic objects. Boxes and labels, jars and labels, clothes folded a particular way in – you guessed it – labelled drawers.

The mainstream media seemed to have lapped this up and bought into it big time.

Why wouldn’t they? Here’s a telegenic couple – she’s cradling an oh-so-pretty-pooch – standing in a house that puts yours to shame.

And, wait for it, here are pictures – supplied by Alejandro – of her as a little girl. It turns out she’s always wanted things to be ‘just so’ with a ‘place for everything, and everything in its place’.

This childhood backstory is important. It de-fangs the obvious doubts we might harbour about Alejandro.

Namely, that she is a slightly odd, obsessive/compulsive type. Or, failing that, she is no more interested in tidiness than you or I, but she has realised that there’s a gap in the soaring Youtube video market for an attractive young woman who can style herself as the go-to personality for guidance on home-making.

Well, I have no idea what really motivates Alejandro to invite millions of Youtube searchers into her home.

If it’s money then, so what. We’ve all got to make a living, right?

And, if she is one of those people who has to keep re-arranging the tins of beans until they all sit at the same angle like Jack Nicholson’s character in ‘As Good As It Gets’, then hey, she’s managed to overcome and, indeed monetise, an affliction.

No, the dissonance comes from a different direction. It is the abject willingness of media outlets to post headlines like ‘most organised home in America’ over pictures of a thirty-something couple and a dog.

I mean, how hard can it be to keep a childless home tidy?

I remember what it was like in those pre-lapsarian days of domestic innocence. Before the tidal wave of child-rearing crashed on the shore of an orderly home and re-arranged it somewhere well up the beach like so much matchwood.

I remember, maybe you do too, how childless contemporaries would visit and stifle comparisons of how my home looked pre- and post- kids.

In short, it is vaultingly simple to keep a home organised, to retain the purity of cream carpets, to produce bathrooms floors fit to eat from, if there are no domestic goblins going about their mischief.


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