Why everyone’s talking about... cottagecore

So what is cottagecore?

An aesthetic trend based on romantic, nostalgic ideals of rural life. Think of a woman in a floaty, lacy dress and crown of dried flowers, kneeling in the dappled light of a forest clearing as she unpacks her wicker basket on to a gingham picnic blanket. Or home-made rustic bread on faded floral chinaware. It’s seen in a lot of TikTok posts: a study last week found more than five billion ‘cottagecore’ hashtags in the past year, making it by far the biggest design trend on the social media site.

Why is it so in vogue?

There are a few theories. It’s very Instagram-friendly and fits into notions of being environmentally conscious and thrifty, as well as the vintage hipster aesthetic. One internet bulletin board devoted to cottagecore describes the movement as ‘your grandma but, like, hip’. Of course, furlough and lockdown have put new focus on home crafts, baking and self-sufficiency, where labour is fulfilling – unlike many real-life jobs. And the cosiness of cottagecore is very reassuring at a time when the modern world is unpredictable and scary.

Is it here to stay?

Certainly for a while. The Royal Horticulture Society says cottage-style gardens are to be the big trends this summer. Traditional favourites such as foxgloves, delphiniums, buddleia and lupins are the ‘in’ blooms. All of these provide much-needed nourishment for bees, too.

So everything’s rosy in cottagecore!

Yes… to the extent that it’s a nostalgic, bucolic fantasy indulged largely by citydwellers ignorant of the true problems of rural living. But there’s no denying that many find comfort in the calmness, simplicity and honest creativity that’s at the heart of the cottagecore ideal.