Cottagecore: The Pandemic Aesthetic That Took Over TikTok and Fashion

The pandemic transformed the fashion landscape from a rigid industry to one that engages with audiences through social media, especially among Gen Z. A prominent trend is Cottagecore, which romanticizes rural life and handmade crafts, gaining traction after a TikTok video by SoraBlu in December 2019. With over 4.6 billion views on TikTok, Cottagecore has also permeated Instagram and Tumblr, featuring elements like ruffles, straw hats, and pastel florals. From March to August 2020, searches for "Cottagecore" on Depop surged by 900%, while crochet queries rose nearly 500%. The £1,250 patchwork cardigan by JW Anderson, which Harry Styles donned in February 2020, sparked the hashtag #HarryStylesCardigan, amassing over 330,000 views. Brands such as The Endery and Wool and the Gang provide DIY kits, catering to a yearning for simplicity amidst modern chaos.