'Cottagecore' and the rise of the modern rural fantasy

Since the start of the lockdowns, a new trend started in social media feeds: People enjoying the beautiful, calm village life in cosy cottages, wooden pathways, and beautiful picnic-friendly gardens that contrasted with the horrors of the pandemic.

It was a surreal, escapist fantasy turned standout aesthetic of the turbulent year, that gave birth to a new hashtag: #Cottagecore. Taylor Swift swiftly embraced the trend with her new album Folklore, which carried a raw, escapist, earthy and nostalgic sound.

Cottagecore, pushed into the mainstream by celebrities and social media in 2020, is in essence about living at a slow pace in country houses, where wildflowers, rivers and farm animals surround us. It is about being cosy with nature, growing our own crops, being with pets and picnicking in the woods.

The trend made staying alone at home an aspirational activity, where one can enjoy solitude, creativity and the affection of pets.