# Farm Aesthetic Consumers opt for the "cottagecore" lifestyle in an effort to dive into escapism. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Aug 11, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/farm-aesthetic ## Key Figures - Trend score: 2.8/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 24 to Aug 7, 2020 - Published: Aug 11, 2020 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Farm Aesthetic trend ### Cottagecore Aesthetic Consumers are opting for the cottagecore aesthetic, which evokes a traditional, romantic and idyllic rural life as a form of escapism. ### 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. ### Knitting and crocheting Knitting and crocheting have gained recent traction with more individuals looking for ways to unplug and destress. ## What the Farm Aesthetic trend means for industry ### For 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 for Farm Aesthetic Trend score 2.8 out of 10, from popularity 30%, activity 44%, freshness 9%. - Popularity: 30% - Activity: 44% - Freshness: 9% ## Examples of the Farm Aesthetic trend 6 featured examples from Jan 24 to Aug 7, 2020. - [Sustainable Made-to-Order Dresses](https://www.trendhunter.com/trends/made-to-order-dresses): KITRI's Business Model Helps to Avoid Unnecessary Waste (Category: Eco) Implication: KITRI's made-to-order business model and focus on sustainability present disruptive innovation opportunities in the fashion and apparel industry. - [Homemade Sourdough Bread Kits](https://www.trendhunter.com/trends/mad-millie): Mad Millie Debuts a 15-Minute Sourdough Bread Kit At-Home Baking (Category: Lifestyle) Implication: 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. - [Elevated Farm-Inspired Apparel](https://www.trendhunter.com/trends/boden): Boden Launched a Series of Romantic Pieces for Cottagecore Vibes (Category: Fashion) Implication: Disruptive innovation opportunities in this industry include the integration of sustainable practices throughout the supply chain, such as using organic and biodegradable material… - [Village-Inspired Linen Dresses](https://www.trendhunter.com/trends/sable-dungaree-dress): The Mes Demoiselles Sable Dungaree Dress Boasts a Cottagecore Look (Category: Fashion) Implication: Opportunity for fashion retailers to curate and sell cottagecore-inspired pieces like the Mes Demoiselles Sable Dungaree Dress. - [Contemporary Dollhouse Clocks](https://www.trendhunter.com/trends/dollhouse-clock): Moon Picnic's Make My Day Dollhouse Encourages Hands-On Play (Category: Life-Stages) Implication: Opportunity to create sustainable, educational toys for children. - [Western-Themed Knitting Kits](https://www.trendhunter.com/trends/we-are-knitters): We are Knitters Unveiled Its New Cowgirl Collection with 3 Patterns (Category: Fashion) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)