Jamaican women embrace Soft Girl Era

A quiet revolution is taking place across Jamaica as women embrace the so-called 'Soft Girl Era', a lifestyle focused on ease, self-care, and embracing femininity.

Across the island, women are gently pushing back against the relentless "rough life" mentality, choosing balance, rest, and peace over constant hustle.

University lecturer and gender specialist life coach Carla Moore explained that the trend is more than just a look - it is a mindset gaining momentum.

"Women are pushing back against the 'hustle' culture where you must always be moving. It is a response to women who feel they always have to be strong, and they are tired and are saying I don't want to be the 'weak' woman, I want to be the soft woman, and [they are] making a step towards it," Moore said.

The movement is making waves online. Social media challenges are encouraging women to dress elegantly, present themselves with intention, and embrace a softer approach to life. Dancehall queen Spice has brought the era into the spotlight with her alter ego, Pumpkin Ginger. Following the release of her hit song Soft Girl Era, Spice swapped her signature bright blue hair for ginger, adopted a British accent, and revealed a noticeably gentler persona.

Moore told THE STAR that the Soft Girl Era isn't entirely new. What is different is the language used to describe it.

"Each generation of women has a space where they start leaning more into femininity. Some will say they are becoming more sophisticated, more lady-like, or more womanly," she said.

According to Moore, the era reflects a return to traditional femininity, with traits like being gentle with oneself and others and choosing ease over constant struggle.

Yet, while the aesthetic 0 soft curls, pastel wardrobes, and curated social media posts - has gone viral, Moore says the mindset behind it is harder to adopt.

"There are a couple of reasons for that. It is easy to embody the aesthetic with the right purchases and lighting, but mindset change is more difficult. But then everyone can't be soft," she explained.

For many Caribbean women, the movement may also challenge long-held beliefs rooted in survival culture, captured by the proverb: 'If you want good, yuh nose affi run', which promotes hard work and sacrifice.

"Many people become distrustful of things that come easily, but the soft girl expects ease," Moore said.

While celebrating the rise of the era in Jamaica, Moore also cautioned women to consider its cultural origins.

"A lot of it is rooted in European witness, so [there is] the hair up with some curls in front [of] the face. We don't see something grounded in African aesthetic. So as Caribbean women embrace [it], they need to think whose idea they are striving towards."

The Soft Girl Era may be trending online, but for Jamaican women, it is about more than pastel outfits and Instagram filters. It is a conscious choice to slow down, prioritise well-being, and embrace a gentler, more intentional way of living.