We may be welcoming sunshine and pool days here in Mzansi but up north, the world is awash in pumpkin spice, plaid, and all things hygge. Enter the “cosy girl” aesthetic dominating social media. The ‘cosy girl’ hashtag has racked up over 29 million TikTok views, with interest soaring over 20 times in three years. (The trend is not new).
What is a “cosy girl” you ask? Think relaxed yet refined layers of neutral-toned, oversized apparel and a focus on self-care. Ugg boots, fluffy cardigans, candles everywhere.
The aesthetic took to the catwalk this year too. The Guardian ran this delightful piece 7 days ago:
“What no hands? Long sleeves get longer as fashion reaches out for ‘cosy girl’ aesthetic.
Soup may be off the menu at stylish tables this party season. What with fashion’s fondness for extra-long sleeves – some so long that they trail off the wearer’s arm towards the floor – attempting to eat anything liquid could prove messy.”
This craving for long sleeves (comfort) transcends seasons. “Cosy girl summer” involved linen, bare feet, and beach waves. The accessories change, but the underlying yearning for ease persists.
Perhaps this lies at the heart of why “cosy” continues trending. After substantial collective trauma, many describe 2023 as the year we didn’t anticipate would still be so stressful. More than 1 in 4 adults (26%) reported anticipating more stress at the start of 2023, according to Psychiatry.org. The American Psychological Association’s survey results show that three-quarters of adults say their stress levels have increased over the past year. Money and the economy are cited as top stressors. When reviewing this year’s survey data, APA psychologists agreed there is mounting evidence that our society is experiencing the psychological impacts of collective trauma.
The data shows stress is up, despite desperate attempts to declare “normalcy.”
In this context, the “cosy girl” lifestyle makes sense, offering respite from lingering chaos. A nostalgic, low-stakes existence reflecting retro viewing like Friends, Gilmore Girls and When Harry Met Sally. An antidote to 2023’s gnawing disquiet.
Already in 2021, a writer at The Guardian mused that this cosy obsession indicates a societal “cry for help.” Is “cosy girl” just an escapism from post-pandemic reality?
Perhaps. But maybe that’s ok. The good thing is that we’re sharing it, speaking about it, doing it together.
Way up north, in the cold and dark Scandinavian winters, the locals know a thing or two about persevering through long and tough seasons. They made trends and routines to find light in the darkness. The Danes coined hygge and the Norwegians practise luftliv – outdoor living – year-round, no matter how cold and dark it is outside.
Thankfully, we’re heading into the brightness of a summer season. And boy, do South Africans know how to Dezemba. Cape Town is gearing up to welcome a record-breaking number of visitors, reiterated by Minister Mireille Wenger last week at the SATSA Jamms event, and South Africa is ranking up places on global awards lists.
The silly season may be stressful and loadshedding is going nowhere but with a good dose of South African humour, we’ve got this. As economist Dawie Roodt shared at the SATSA event last week: “Things will be better in the future, just not in a straight line.”
We’ll happily emulate North Europe’s luftliv (outdoor living) tradition. Pass the pumpkin spice please – but make it iced.
Mindful Musings
What the world was musing over this past week
Have you got charm, style and charisma?
Then you might just have Oxford’s 2023 word of the year. It beat other contenders, such as Swiftie, beige flag and prompt.
Oh no, Rudolph! Reindeer cause traffic delays in Suffolk
Traffic was held up for several hours as police tried to clear reindeer from a major road. The strangest thing? There are no wild reindeer in England and it’s not clear where the animals came from.
Guess who got it all this morning?
This is the world’s healthiest breakfast – says a longevity researcher who spent 20 years studying the habits of people who live to 100 years old.
Kiss become the first US band to go virtual
Kiss closed out their farewell tour on Saturday night in NY – only to reveal digital avatars of themselves.
