Searching for the answer to what is cottagecore? One of the more recent recurring summer fashion trends, it’s a fashion and lifestyle aesthetic that began on social media and draws inspiration from simpler times. Inspired by romanticized views of the English countryside, think handmade crafts, home-baked bread, natural materials, floral dresses and straw hats. A nod to traditional living and style, cottagecore as it has been named, is much more than just a fashion trend, it’s a way of life.

Tapping into the idea of sustainable living, the movement is seen as a reaction against consumerism and time spent with technology, fostering a desire to get back to a simpler, technology-free life. Growing in popularity, particularly during the pandemic when so much of our interactions were forced online. This idealized aesthetic initially proved popular as a home decorating trend, which mixed vintage accessories with home-spun creations to create rural idyls even in city locations. However, it’s now jumped onto the runway and shows no sign of slowing down anytime soon.

WHAT IS COTTAGECORE?

To truly understand ‘what is cottagecore?’, you have to investigate the style’s nostalgic roots. Ironically starting out as a social media trend, the movement as a whole is about living a simpler and technology-free, or technology-limited life – however, when it comes to fashion, it’s largely about the aesthetics.

“Cottagecore was first popularised over lockdown as disillusioned young people yearned for the outdoors and a return to a simpler time,” explains Louisa Rogers, founder of sustainable style brand Studio Courtenay(opens in new tab).

Louisa continues: “On TikTok, cottagecore became a way to romanticize your daily ‘sanctioned’ walk and make it feel not only meaningful but desirable. It was largely a reaction to increased screen time as people studied, worked and socialized from home and on-screen – so it is somewhat ironic that it gained so much traction on TikTok,”

Its popularity as a fashion and home decorating trend (think beautiful cottage garden ideas) also taps into the need to be more sustainable when it comes to shopping and has tied in well with some of the best sustainable clothing brands.

“Post-COVID a lot of consumers are looking towards slow fashion – pieces that have been made with care and attention rather than fast fashion,” says stylist Emma Lightbown(opens in new tab).

If you’re looking for the best fashion bloggers for cottagecore inspiration, look to the likes of Ramona(opens in new tab), Paula Sutton(opens in new tab) and Valeriya(opens in new tab) who fill their Instagram feeds with dreamy images, roaming through bluebell fields in the best dresses and dreamy straw hats.

As ever with any trend, celebrities have embraced it wholeheartedly with the likes
of Katie Holmes, Alexa Chung and Fearne Cotton (who has recently designed a collection with sustainable fashion brand Nobody’s Child(opens in new tab)) all sporting the rural-inspired look on various occasions.