The essay explores how Orthodox women in contemporary Russia collectively invent, test and evaluate new patterns of pious behavior with the help of digital media. Three popular topics: culinary, clothing and relations with men are in the focus of interest. It is shown that both forums and digital magazines seem unable to indicate patterns of female Orthodox piety in real life. In the absence of ‘style icons’ and a living tradition female parishioners need some external authority to lean upon. They refer either to the traditions of contemporary Orthodox (and even Muslim) peoples, or to the Russian folk customs of the past. However, this works well only with regard to external manifestations of piety, such as clothing and food. Working out exemplary life styles would require more theological resources than the existing digital community has at its disposal.