Hot-selling on multiple European and American platforms, Cottagecore anti-stress aesthetics is booming among Generation Z!

When it comes to floral prints , cozy sweaters , pastel colors , ruffles and lace , most people think of the shabby chic trends of the 1980s or early 2000s .

But recently, neither of the above two trends are popular anymore, but an "anti-stress aesthetic" called Cottagecore is being sought after by the North American public .

Cottagecore is an internet fashion aesthetic, also described by some sources as a Generation Z subculture, that celebrates idealized rural living and developed during the 2010s until it was named on Tumblr in 2018. It values ​​traditional skills and craftsmanship such as food , baking, and pottery, and is related to similar nostalgic aesthetic movements .

"Cottagecore has started to catch on ," said Shearstone, an online fashion seller . "It's not a fad, but a trend that is expected to continue for some time . "

The "cottagecore" aesthetic , which emerged in recent years as a fashion and home décor trend , has surged in popularity during the pandemic as consumers stayed home to stay healthy. In that time, they took up new hobbies, worked in their own living spaces, and replaced business suits with comfortable, familiar home clothes .

Cottagecore is most evident on online selling platforms like Depop, Etsy, Poshmark, eBay and Mercari , where the label is being applied to everything from clothing and bedding to home décor, wall hangings, crafts and hobbies, gardening supplies, canning and baking .

Cottagecore adherents began buying soft clothing in muted, natural colours, often second-hand, and took up hobbies such as sewing, cross-stitch and painting . They also redecorated their homes - painting walls , reupholstering furniture , putting down new carpets and so on .

During the lockdown, people had more free time to invest in non-work activities, update their living spaces and dress more comfortably. These habits combined have driven Cottagecore 's growth.

Surprisingly, the biggest fans and buyers of this aesthetic are Gen Z consumers . Although many of the farmhouse core styles date back to the 1970s and 1980s, the era when Gen X consumers grew up, younger buyers prefer these familiar colors, fabrics, and materials.

“They care more about the brands, the stories behind the clothes and the home accessories, so second-hand and vintage finds from their grandmother’s house are very appealing , ” said Jennifer Burt, founder and creative of Mississippi Maximalism.

( Cottagecore style clothes)

Appreciating Cottage Core products makes sense given Gen Z’s penchant for thrift shopping (where Cottage Core products are often in plentiful supply) and this generation’s focus on repurposing products .

“The appeal of cottagcore is that, during the past year of lockdown and fear of the unknown, everyone is craving a slower, simpler time,” Burt explains .

Shearstone explains that despite its association with the pre-internet era, cottagecore actually got its start with Generation Z on the social media site Tumblr, before spreading to other platforms like Pinterest and Etsy . Now, evidence of the aesthetic can be found on nearly every social media platform ; cottagecore has taken root.

Cottagecore is now being stocked by major online retailers , such as Target, Kohl's and H&M , which are focusing on more vintage, wearable items .

Europe and America

platform

Cottagecore

Pressure Aesthetics