The term MILF has a very young history having been coined in the movie American Pie in 1999 in which the sexually awakening teenagers call Stiffler’s mother a MILF. From then on, this notion has entered the public media. In music the band Fountains of Wayne released a song titled Stacy’s Mum in 2004 with the model Rachel Hunter in the role of the MILF. According to the principle sex sells, MILF see to high television viewer figures. An example is the popular and successful television Desperate Housewives which features five MILF. The series The Real Housewives of Orange County or the pageant Hottest Mum in America are dedicated to attractive older women as well.

However, other areas of social life and the everyday life are affected by this phenomenon. MILF has been printed on coffee mugs and t-shirts. The most prominent example for this trend is Britney Spears who wore a t-shirt with the overprint “MILF in Training” when she was pregnant.