Chip and Joanna Gaines, known for their HGTV show Fixer Upper and the Magnolia brand, are facing significant backlash following the premiere of their new Magnolia Network reality series, Back to the Frontier, last week.
The controversy centers on the inclusion of a same-sex couple, Jason Hanna and Joe Riggs, along with their two sons, as one of three families featured in the show, which follows participants living an 1880s homesteader lifestyle without modern amenities. This marked a departure from Fixer Upper (2013–2018), which never featured same-sex couples, a fact that had previously drawn criticism from progressive groups.
The inclusion of a same-sex couple in Back to the Frontier provoked outrage from some conservative Christian fans, who accused the Gaineses of abandoning their evangelical values. The Gaineses, devout Christians, built a family-friendly brand rooted in their faith, appealing to evangelical audiences. Their Fixer Upper show and Magnolia empire (including a network, retail, and real estate) emphasized traditional values, which resonated with conservative viewers.
 |
| Back To the Frontier |
Back to the Frontier, a joint venture with HBO Max, intentionally featured Hanna and Riggs, a Texas-based same-sex couple with 10-year-old twin sons born via surrogate. The couple expressed their goal to “normalize same-sex families” through their participation, which was highlighted in promotional materials.
Conservative Christian commentators, including evangelist Franklin Graham and the American Family Association’s Ed Vitagliano, criticized the Gaineses for promoting an “unbiblical” view of marriage and family. Graham called the casting “very disappointing,” arguing it contradicted biblical teachings on marriage as between one man and one woman.
Chip Gaines defended the show on X, urging critics to “talk, ask questions, listen… maybe even learn” and lamenting the “hate and vitriol” from some Christians. He suggested that judging without understanding was contrary to Christian values like love and kindness.
Potential Risks:
Alienation of Core Audience: The Gaineses’ evangelical fan base, a significant portion of their following, may feel betrayed by the inclusion of a same Ósame-sex couple, viewing it as a compromise of their values. Posts on X indicate some fans are boycotting the brand, with comments like, “I can’t let my kids watch your show now” and “I hope the money from HBO was worth it.” This could lead to reduced viewership and revenue for Magnolia Network.
Brand Perception: The Gaineses’ image as “America’s favorite Christian couple” has been challenged, with critics like the Danbury Institute calling the move “dangerous” for promoting “depravity” to unsuspecting audiences. Negative media coverage, such as a New York Post article questioning the brand’s survival, could amplify public relations challenges.