Category
Lifestyle
Assisted Choices
Trend cluster
Category
Farm
Aesthetic
Consumers opt for the "cottagecore" lifestyle in an effort to dive into escapism.
2.8
Trend score
Trend
What is the Farm Aesthetic trend?
Farm Aesthetic: The "cottagecore" aesthetic has become increasingly popular among consumers. This demographic is opting to don simplified clothing like sun hats, draped muslin dresses, and peasant-inspired dresses. The cottagecore community is flourishing on social media with various influencers leading the subculture.
Insight
The consumer insight behind the Farm Aesthetic trend
When things feel chaotic and out of control, consumers often revert back to what is comfortable and familiar. Due to an unstable political climate, eco-anxieties, and the adjustment to the "new normal" of COVID-19, many consumers are looking for a safe and comforting form of escape. This demographic is engaging in traditional American activities like knitting, baking, and crafting alongside their community to express tenderness, connection, and their yearning for a more idyllic life.
Trend themes
Themes within the Farm Aesthetic trend
Three behaviours holding the trend together01
Cottagecore Aesthetic
Consumers are opting for the cottagecore aesthetic, which evokes a traditional, romantic and idyllic rural life as a form of escapism.
02
Sustainable fashion and DIY products
Consumers are becoming more interested in sustainable fashion and DIY products for greater control of their consumption and to reduce waste.
03
Knitting and crocheting
Knitting and crocheting have gained recent traction with more individuals looking for ways to unplug and destress.
Industry implications
What the Farm Aesthetic trend means for industry
Where the trend changes the playbookFor
Fashion industry
Fashion brands can find disruptive innovation opportunities by offering cottagecore-inspired apparel, and sustainable, made-to-order clothing models.
For
Home baking industry
Companies can capitalize on the at-home baking trend by offering unique and easy-to-use baking kits, like the 15-minute sourdough bread kit.
For
Toy and Education industry
Toy and Education Companies can create toys and activities that promote hands-on play and learning, such as a dollhouse clock or other wooden toys.
Workshop question
How can your products or services reach consumers in search of escapism?
Trend signals
Trend signals for Farm Aesthetic
Trend score 2.8 out of 10, from popularity 30%, activity 44%, freshness 9%.
Popularity30%
Activity44%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Farm Aesthetic trend
6 featured examples from Jan 24 to Aug 7, 2020CategoryEco
Sustainable Made-to-Order Dresses
KITRI's Business Model Helps to Avoid Unnecessary Waste
KITRI's made-to-order business model and focus on sustainability present disruptive innovation opportunities in the fashion and apparel industry.
CategoryLifestyle
Homemade Sourdough Bread Kits
Mad Millie Debuts a 15-Minute Sourdough Bread Kit At-Home Baking
The food industry can capitalize on the trend of DIY bread kits by providing a variety of options for bread lovers and offering innovative recipes for making homemade bread.
CategoryFashion
Elevated Farm-Inspired Apparel
Boden Launched a Series of Romantic Pieces for Cottagecore Vibes
Disruptive innovation opportunities in this industry include the integration of sustainable practices throughout the supply chain, such as using organic and biodegradable material…
CategoryFashion
Village-Inspired Linen Dresses
The Mes Demoiselles Sable Dungaree Dress Boasts a Cottagecore Look
Opportunity for fashion retailers to curate and sell cottagecore-inspired pieces like the Mes Demoiselles Sable Dungaree Dress.
CategoryLife-Stages
Contemporary Dollhouse Clocks
Moon Picnic's Make My Day Dollhouse Encourages Hands-On Play
Opportunity to create sustainable, educational toys for children.
CategoryFashion
Western-Themed Knitting Kits
We are Knitters Unveiled Its New Cowgirl Collection with 3 Patterns
Craft supply retail stores can cater to the growing demand for knitting and crocheting kits by offering a wide range of products for different skill levels and styles.
