8. “How cottagecore became this summer’s most idyllic trend”




“Sometime last Spring—perhaps May, but it’s hard to pinpoint, the way the zeitgeist sneaks up slowly, then all at once—my Instagram Explore page began cropping up with rolling green meadows, blooming with wildflowers and bustling with herds and herds of baby farm animals: loll-tongued kids, shaggy calves and curly-eared ewes. Soon, these images, and the idyllic lifestyle they conjured, were all I could think about. As another glaring metropolitan summer rolled around, I was daydreaming of quitting my corporate job, leaving the city and moving on to the greener pastures behind the iPhone screen. Turns out I was not alone. Just over a month later, during men’s fashion week, Parisian designer Jacquemus fled the French capital—trailed by crowds of editors and influencers—to a lavender farm in Valensole, where he would hold his spring/summer 20 runway show.”

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