Having emerged from Tumblr and established a presence on TikTok, the cottagecore subculture has seen young Americans go online to post pastoral aesthetics and participate in activities that are more common in rural areas. But what exactly is driving Gen Z’s interest in quaint lifestyles?
Nancee Craft is a 19-year-old cottagecore enthusiast from South Salem, Ohio, who runs the Instagram account @cottagecore_faerie.
Olivia Yallop is a brand strategist and trend analyst specialising in social media, youth culture, and the creator economy. She builds next-gen identities and marketing experiences for clients across the fashion, beauty, and lifestyle industries including Nike, Adidas, Depop, Disney, and Converse. Olivia also lectures at LCF and contributes to research and media covering the social/digital space, including as a regular talking head explaining internet trends on Times Radio. Her first book, Break the Internet, was published in November 2021.
Mica Anthony is a content writer with a passion for fashion and all things beauty, who has written for the likes of gal-dem and WAVE Magazine. When she’s not trawling social media for her next fashion look, she’s expanding her Depop empire or discovering an emerging music producer.
