In 2020, as for so many people, things shifted for Jessica Reed Kraus. A southern-California based lifestyle blogger who got her start writing about motherhood, Kraus felt dubious about COVID safety measures and vaccines, and disaffected from mainstream liberal politics.
With her photogenic world upended, she wanted to talk about natural immunity and her objection to “vax cards,” she later wrote, and how they would “eliminate portions of society from general aspects of life.” When she did, she wrote that she was branded “an anti-vax Qanon nutjob which made me overly defensive.”
Kraus has a million Instagram followers, and her Substack is top-ranked in the platform’s culture category.
The pandemic ushered in a new focus, a transition from posts about decorating her gorgeous Southern California home—once featured on Martha Stewart’s Instagram—and her Etsy business helping others make similarly tasteful purchases; the most popular items were canvas teepees for children. Instead, she grew both increasingly conspiratorial and, at the same time, more invested in carving out a niche where celebrity gossip met hard news. It “proved,” she has written on Instagram, “an accidental hit.”
Today, Kraus has a million followers on Instagram, and her Substack, House Inhabit, is top-ranked in the platform’s culture category, with some 380,000 subscribers, many of whom pay $7 a month for her paywalled posts. (By the Wall Street Journal‘s estimation, the site pulls in over one million dollars annually.) Over the the last year, she’s given more attention to a new set of boldface names, becoming a fixture in both the Donald Trump and Robert F. Kennedy Jr. universes, providing unstinting positive coverage of both men that she depicts as free from mainstream media bias.
During his now-suspended campaign and into his current Trump-surrogate phase, Kraus has provided a glossy view of Kennedy, depicting him as a handsome, breezy scion of his famous family. “My campaign coverage has provided a rare source of balanced insight,” she writes, “presenting an authentic interpretation of Kennedy and his messaging amid a storm of recycled, slanderous articles.” After she accompanied Kennedy, family members, and actress Alicia Silverstone on a hike, she described being allowed to linger in his office while he hurried off to a campaign event in ecstatic terms: “My dreams are manifesting now as reality,” she wrote. In this Polo catalogue vision, she also manages to brush off some of his strangest moments; in response to the revelation he’d once dumped a dead bear cub in Central Park, she noted that someone DMed her to it made them “like him more.”
“Maybe the series of strange scandals is working for him?” she wrote, rather hopefully.
Kraus’ depiction of Trump has been statesmanlike; she’s called him “a showstopper” and depicted him as a mesmerizing speaker whose supporters have been unfairly tarnished by the mainstream media for their abiding and patriotic love for him. Her Substack posts from the Republicans’ convention were as schmaltzy as they were high-flown, depicting a normal political gathering as a battle for the soul of a nation. “With every story and tear shed, it became clear that this was not just another convention,” she wrote. “It was a watershed moment, a fierce reclamation of a vision for America that many felt had been slipping away.”
This intense rhetoric—good versus evil, manful heroes facing off against the abyss of the Deep State—helps Kraus inject drama and glamour. “I kind of love the new challenge of making politics engaging again,” she told a Wall Street Journal interviewer.
But to see Kraus’ career as a tidy narrative—mommy blogger to political quasi-journalist—would elide the notably weird flavor of her politics and beliefs. Despite her protests about being called a “Qanon nutjub,” for years Kraus has been obsessed with Pizzagate-ish ideas about occult rituals among Hollywood celebrities, making claims that Travis Scott’s 2021 Astroworld festival, where ten people died in a concert stampede, was literally a demonic ritual. She and her occasional Substack co-author, Emilie Hagen, have hosted and platformed the work of New Age conspiracy Instagrammer Jennifer Carmody, who has claimed that celebrities like Elvis were victims of CIA mind control. She’s reposted comments by far-right conspiracist Liz Crokin asserting that “Israel can’t have the truth about Pizzagate coming out.” Whatever the most eyeball-grabbing news of the day—Ghislaine Maxwell’s trial, Diddy’s arrest—she’ll spin the event as a forerunner to a promised post that will blow the lid off a sprawling sexual abuse scandal.
Throughout Kennedy’s run, Kraus left it ambiguous about whether she was there as an affiliate of the campaign.
Kraus’ oeuvre is a window into a world of exceedingly rich and privileged women enmeshed in conspiracy theories, especially those involving allegations of elite occult sexual abuse. Her celebrity coverage, combined with the aspirational lifestyle she presents, has helped her amass a large, devoted, and heavily female fanbase, who seem to want to emulate........