Case Study:

COTTAGECORE
Cottagecore (also known as Countrycore) is an aesthetic and
fashion style inspired by romanticised interpretations of rural and
farm lifestyles. It is a recall of the medieval era, an idealisation of
nature and nostalgia for someone else’s past, combined with a dose
of historical inspiration from old-time farming and some of your
grandma’s vintage dishware. It is because of the pandemic that
Cottagecore and other similar movements started to gain traction
as perfect vehicles of that simple, rural lifestyle. Gen Z, a generation
that cares more abiut the story behind brands, clothing and aesthetics
is expected to be the cohort that will drive cottagecore forward.
 History and Context
Despite its invocations of rural and pastoral landscapes, the
cottagecore aesthetic is, ultimately, aspirational. While publications
covering trends do point out that cottagecore is not new, some locate
its origins in 2019, others in 2017, in truth, people have sought to
create an escapist and aspirational paradise in the woods or fields for
2,300 years.
Alexandria, founded by Alexander the Great was filthy, polluted
city, ridden with disease. Its citizens developed what we can now call
nostalgia for simpler times. They turned to Arcadia, which came to
represent both an untainted, yet benign countryside and the spiritual
haven of a simple life.
“Cottagecore” is just one of dozens of iterations of movements
fetishizing the countryside and coziness over the past few hundred
years.
It’s a recall of the medieval era, this idealization of nature and
Arthurianism, it’s a nostalgia for someone else’s past. There’s a
Baking, one of the activities the quarantined notion that life was better back then, even though it wasn’t. They’re
population favored at the height of the pandemic, is a places you wouldn’t want to live because there’s no internet access.”
staple of cottagecore.
 The Current Scenario
Due to the outbreak of the global pandemic, Cottagecore and other
similar movements started to gain traction as perfect vehicles of
that simple, rural lifestyle. Suddenly, with so much free time spent
at home, people began baking, gardening, and dressing simple once
again.
The movement is a lifestyle, extending to what can be worn, eaten,
and read, to which hobbies are pursued and what music is listened to.
(Taylor Swift’s dreamy “Folklore” album is credited with contributing
to cottagecore’s popularity.) But it was the global pandemic that
really brought it home. When lockdowns slowed the pace of life
down to a crawl, the trend burst into the mainstream. People around
the world looked to escape to simpler pursuits like baking bread,
planting backyard gardens, and packing picnic lunches. Cottagecore
helped them meet the craving for cozy-comfort during difficult times.
Right now, Cottagecore aesthetics are everywhere, on Instagram,
TikTok and beyond.
Cottagecore Fashion

Florals and gingham are staple prints of the cottagecore aesthetic,

and even when muted, the patterns make a bold statement.
All neutral and earthy tones rule over the aesthetic while pastels are
also a part of it. Smock dresses with gingham or fruity prints are
quite popular.

There’s a sustainable facet to the digital Cottagecore movement as

well.

Most online Cottagecore adherents praise the virtues of second-hand

shopping, thrifting, growing vegetables, and cooking food at home.

They’re also proponents of the sustainable fashion movement, ethical

manufacturing, and all cute and handmade clothing things.

With eco-friendly blankets, vegan leather handbags, billowy dresses,

and bo
ho dresses, Cottagecore fashion completes the idea of a thoughtful,
‘in sync with nature’ lifestyle.
 Google Trends data shows searches for CottageCore soared in summer

Google shows that Cottagecore as an idea, as a search term, didn’t exist before 2018, when it started to emerge on the social
media platform Reddit – as a synonym for the trend ‘Farmcore’ which was tied to an aesthetic based around the visual culture
of an idealised life on Western farms. It also started to emerge on Pinterest around this time, and there was even a cottagecore
playlist created on Spotify in 2018. But it never really took off outside of specialist niche designers and design fans.
 The content often revolves around tasks and hobbies such as gardening, upcycling furniture, and making a
proper cup of coffee. Meanwhile, baking bread is still a thing and, in some instances, it’s become intertwined
with the slow living movement.
Cottagecore involves terms like gingham and plaid, and its sales went up significantly.
Cottagecore: Taking leaps into the luxury sector

Gingham bucket hat by

Maison Michel

Weekend Max Mara embroided

smock dress
Isabel Marant smock dress

Smock poplin dress by Prada

 Future
Gen Z is expected to be the cohort that will drive cottagecore
forward. They care more about the story behind brands, clothing,
and home accessories, so used and vintage finds from Grandma’s
house are extremely appealing. This fondness for all things antique,
repurposed and handmade also ensures cottagecore is among the
more eco-friendly design trends. Cottagecore inspires a self-sustaining
way of life and celebrating imperfections.
 While the 1800s have long played muse for the runway—
from Dior to Rodarte, the new crop of Regency-era
Corseted bodices, intricate embroidery, feathered accessories enthusiasts will find their sartorial needs serviced by Simone
and silk sashes set in a palette of dusty pastels, whether courting Rocha’s latest collaboration with H&M. Expect full-skirted
potential suitors on the promenade or dressing up for the living silhouettes and pearl-encrusted headpieces that will ensure
room, Cottagecore staples are being highly coveted in the wake of you emerge from the quarantine like a veritable diamond
Bridgerton’s late 2020 release of the first water.
Presentation By:
Prabhleen Kaur
Pranjal Kukreja
UGBDFMC
Level 2