Abstract

In 1997 the women-run nonprofit organization Dress for Success opened its first location with the aim of empowering low-income women by providing gently used suits for job interviews. Drawing on eight months of fieldwork in an affiliate office, we analyze cross-race and cross-class interactions between privileged volunteers and low-income clients to demonstrate the emergence of what we term “neoliberal maternalism.” Historical forms of maternalism—the mother-centric voluntarism aimed at assisting indigent families a century ago—emphasized women’s domesticity and promoted the earliest welfare provisions. We suggest that neoliberal maternalism, instead, works alongside welfare retrenchment by insisting that single mothers become self-sufficient workers. Similar to earlier maternalisms, the benevolence of affluent volunteers serves to reinforce class and race superiority while producing moments of genuine care and connection. We argue that while all forms of maternalism come with a related body politics aimed at disciplining the bodies of othered women, neoliberal maternalism carries a distinct body politics that, rather than regulating the home and reproduction, intrusively enforces ideals of aesthetic labor required for the postindustrial service economy. Finally, we suggest that retaining maternalism as an analytic framework is particularly important for investigating the influence of neoliberalism and the eroding social safety net on interactions between women.