New book available Friday, 28 October.

Everybody’s favourite hot topic, the soft life, 

examined by feminist poet, writer and researcher

Become more feminine and traditional ✔
Only date men with money ✔
Forget splitting the bill 50-50 ✔
Embrace the standard of beauty with gusto ✔

This is the mantra of the modern Soft Life coach. Why live a life of drudgery and over-work when you can recline in the arms of your Prince Charming? But is this a new or passing trend? Romance and finance have flirted with each other for a long time. From golddigger and sponsor to sugar baby and sugar daddy to blesser and blessee . . . across the world and throughout history, who women date has been as important as their career paths or where they live. Thanks to patriarchy, dating and marriage are among the ways women move up in the world.


In this book, Lihle, Jolie, Camilla, Nomonde and Bongi – women from very different walks of life – openly share their stories, providing an insider’s perspective on the life seen on Instagram, YouTube, TikTok and Pinterest: The lavish holidays, the designer bags, the dinners and champagne and the luxury vehicles that make the Soft Life so irresistible.


 Feminist thinker, author and anthropologist Lebohang Masango explores the many dimensions of this phenomenon, grounding her often unexpected insights in South African pop culture and prominent women who have made this lifestyle the staple of gossip blogs.

About the author

Lebohang Masango is a multi-award winning children’s book author, published and awarded poet and is a Phd candidate in social anthropology at the University of the Witwatersrand. She is an inaugural Zanele Mbeki Fellow in feminist leadership and is passionate about young people and women. She lives in Johannesburg. Follow her on Twitter or Instagram and visit her website.

Publication date: 31 October 2022

Price: R280,00

Binding: Paperback / softback

Category: Biography

ISBN-13: 9780624092704

Digital Edition

Price: R224,00

Epub ISBN: 9780624092711

* Price is subject to change

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