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?

The 'lovecore' aesthetic, which has a huge following on Tumblr and TikTok, pairs hearts and lace with elements of cottagecore. At a time when people are isolated and alone, lovecore is an embodiment of romance, allowing Gen Zers to express loving sentiments through fashion and decor.

‘Scene culture’ was an early-aughts mainstay on social platforms like MySpace, and it’s having a 2020 revival on TikTok. The lifestyle, characterised by dark poetry and gothy aesthetics, is giving young people an outlet for creativity to navigate feelings of uncertainty and angst.

Predominantly found on TikTok, e-girls are redefining what it means to be a female gamer, tackling the prejudice this community faces with weird, self-aware, and ironic humor. How exactly did this subculture arise, and what can these girls teach brands about Gen Z’s favorite new social platform?