#COTTAGECORE: GENERATIONS Y & Z CELEBRATING THE COUNTRYSIDE

NEWS | July 31, 2020

Yellow house in the middle of the mountains

For several months, the "cottagecore" phenomenon has been trending on social media. Somewhere between rural utopia and the art of living, this imaginative retro aesthetic is attracting an increasing number of young people, looking to get away from it all for a while.

First appearing on TikTok in 2018, the "cottagecore" community hasn't stopped growing. To escape their not always promising and sometimes non-eco-friendly existence, members of generations Y and Z appear to be dreaming of country living more than ever and returning to the simple pleasures in life. Cooking, gardening, knitting, reading, picnicking under the shade of an old tree... The "cottagecore" dream is made up of an ode to life in the countryside, advocating a slow life and going back to basics. This retro aesthetic draws on a blend of Julie Andrews in the widely popular film The Sound of Music and the Ingalls of Little House on the Prairie.

Just like followers of "goblincore", "grandmacore" ou "fairycore", this online community retreats in a parallel fantasy world where inclusiveness and caring for ourselves, others, and nature, are paramount. A culture that particularly appeals to the queer community and celebrities like Millie Bobby Brown, the star actress of the series, Stranger Things. A photo of the young star next to her new vegetable patch went viral during lockdown, now trending under the hashtag #cottagecore.

Dresses and cardigans in crochet, knit and embroidery anglaise designs, sweaters, blouses, faded jeans and flowers in abundance: "Cottagecore" style embraces nature and delights in symphonic rustic melodies with delicate accents. Beyond the internet, it's also appearing on runways, including Alexander McQueen's, where impeccable dresses are long and ephemeral.

#COTTAGECORE: GENERATIONS Y & Z CELEBRATING THE COUNTRYSIDE

#COTTAGECORE: GENERATIONS Y & Z CELEBRATING THE COUNTRYSIDE