Cottagecore Style

STORY CONNIE JESKE CRANE

How to play with this enchanting instagram trend in your home.

It’s buzzy, romantic and a little over the top. But by most accounts, the cottagecore trend is set to stick around for a while.

So what is it exactly? Aesthetically, it’s a nod to the traditional English countryside style – romantic and nostalgic. Essentially, it celebrates an idealized rural life.

It’s youth-based and started as a fashion trend on TikTok and Instagram around 2019 before setting its sights on home décor. Whether or not we’re aware of it, the pandemic has seen many of us starting to embrace cottagecore elements at home.

If cottagecore fashion means flowing floral frocks and a nice straw bag, in home décor it’s a more tactile, low-tech sensibility. Think hands-on activities like gardening, baking or needlepoint, and cosying up a room with nubby crocheted throws and squashy velvet cushions.

A similar story has emerged among Ontario designers and retailers. Call it what you will – cottagecore, farmcore, granny chic, during the pandemic homeowners have been dabbling. What does the rise of cottagecore say about our lives right now? And how can we play with this trend at home? Here are thoughts from local professionals:

Layered spaces + natural materials + whimsy

In Toronto, Emily Griffin, principal at Emily Griffin Design says to be sure, people still love their modern conveniences, their tech and good WiFi. Yet the pandemic has encouraged an aesthetic shift to something warmer and softer: “People want layered spaces. They don’t want to live in stark places anymore. They want places that feel cosy, that feel welcoming because they’re spending so much time at home.”

Natural materials

Wool and sisal rugs go hand-in-hand, Emily says, as do vintage pieces and more colour and playfulness. In bedrooms for example, she says, “I think people are tiring of the standard white hotel duvet cover and are looking for colour and pattern and a bit of whimsy.” Emily, who launched her own line of hand-blocked Indian cotton bedding in 2020 called Imli, says linens are one easy way to explore the cottagecore aesthetic at home.

Embellishment + vintage pieces

In Toronto’s west end, A Changing Nest carries a mix of new home furnishings plus vintage pieces like ginger jars and furniture. Here, shop owner Diana Ross has noticed a similar shift among her clientele, younger customers included. There’s more nostalgia and interest in vintage pieces, she says. “We are seeing an absolute little uptick in people who are wanting something unique and different and are tired of the same old things they’re seeing in shops. They’ll buy themselves a beautiful tea cup and return to say: ‘You know what? I just sat and had a cup of tea in that tea cup I bought from you. Oh my gosh, it was so beautiful!’ ”

As for those décor staples like cushions, she’s seeing more taste for embellishment – texture, lovely fringe, pompoms, even floral patterns. “Which is interesting, because 10 years ago no one wanted to see that,” says Diana. “They wanted a clean knife edge. No piping. Nothing.”

Statement cushions as well as vintage pieces are two more ways to bring the cottagecore look home.

Repurposed furniture + quilts + linen

In Dundas, Lorna Parcher owns Graham & Brooks, a shop that carries both new and vintage furnishings. While she saw interest in a cottagecore-style aesthetic before the pandemic, Lorna says COVID seemed to ramp that up across all demographics.

“With COVID we want to kind of come and centre ourselves in our home and have things around us that give us comfort.”

Among the popular cottage-core type pieces she carries, Lorna lists antique furniture – medium wood tones and painted pieces work well, she says. “The quality is there and it has stood the test of time.” She also stocks quilts from Montreal, plus lots of cosy cushions, pillows and throws. As for how to introduce this aesthetic successfully, Lorna suggests neutrals with splashes of colour. “It’s a lot more about texture than lots of colours, so a neutral palette is something we really embrace in our store.”

Nature + texture + neutral palette

Interior designer Jenny Pink of Back 40 Designs PTBO in Peterborough, also feels that a neutral colour scheme can work to ground this trend. And finally, beyond some of the other hallmarks – vintage, texture and natural materials – Jenny says nature can provide wonderful cottagecore accents. “Honestly just taking a walk down a trail or through a forest and collecting some natural pieces, or making your own flower bouquets. It’s just simple pieces like that. People are appreciating that more because we’ve had the time to kind of stop and look and reflect on the things that matter to us.” OH