Cottagecore trend reflects desire for simpler life
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Survey finds younger generation seeking traditional decor amid ‘backlash to hustle culture’. We are a quarter of the way into the 21st century and just as the world feels more fractured and more online than ever before, here is some welcome news: put the kettle on, teapots are the new whimsy.
![[A hand reaches for a creamy mocha served with cinnamon buns and served by candlelight]](https://i.guim.co.uk/img/media/6521d04ddec1d480e9a2a8798dae49041ccb6694/0_0_5184_3110/master/5184.jpg?width=445&dpr=1&s=none&crop=none)
Popularised by the “cottagecore” trend beloved by celebrities including David Beckham, Harry Styles and Taylor Swift, the desirability of domesticity is viewed by some as a yearning for life in simpler times. The trend has also led to a rise in demand for dado rails and ottomans, butter dishes, tablecloths, water jugs and stacks of firewood.
According to a survey, millennials are taking cottagecore – also known as farmcore and countrycore – beyond a mere aesthetic by returning to culinary basics and learning traditional skills, such as cooking from scratch, making sauces and baking. According to B&Q, which carried out the survey of 2000 29- to 44-year-olds, this generation want to have their homemade Victoria sponge on an eco-friendly lace doily and to eat it too, with the admission that they also cannot do without air fryers, USB plugs and milk frothers.
“The resurgence of the retro farmhouse aesthetic reflects a desire for comfort and timeless design in our homes,” said Tori Summers, B&Q’s kitchen showrooms director. “With the kitchen often being the central place for socialising and entertaining in our homes, we know many of our customers want to ensure it reflects their personalities and is welcoming to guests.”.
