Kashvi Cox
Autumn has arrived! With the season comes a whole host of trends. From pumpkin spice lattes to knitted sweaters, autumn has become an aesthetic in its own right. But why do we love it so much? And why do these trends return year on year when others die out?
What Is The Autumn Aesthetic?
In many ways, the aesthetic is about appreciating the beauty of nature. The leaves on trees turn a hue of russet and, as they start to fall, we also tread in a sea of orange and brown. Our clothing choices are influenced by the leaves too. Autumnal wardrobes are typically earthy and muted to match the dulling of the summer tones.
“Autumn allows us to appreciate the little things”
Other aspects of this aesthetic include cosy coffee shops and steaming hot drinks. There is a notable shift from ‘iced coffee season’ in the summer months towards beverages that will warm us up. So, this trend towards warm drinks has practical purposes as well as aesthetics.
Why Is It Better Than Summer?
Something notable about autumn is that the same trends recur. If anything, they become more popular year on year. On the other hand, summer trends never last.
On 2nd September 2024, Charlie XCX declared Brat Summer officially over ‘forever’. In other words, it will never return and this is not the first summer trend to come to an abrupt end. These summer trends date back as far as the 1960s. Previously we have had the Summer Of Love (1967) and Hot Girl Summer (2019). Each of these eras brings something new. Brat Summer turned our whole world bright green, while ‘hot girl summer’ was about women embracing confidence and self-love.
Summer trends tend to be accompanied by a soundtrack. Brat Summer is eponymous of Charli XCX’s ‘Brat’ album, while ‘hot girl summer’ stems from Megan Thee Stallion’s song of the same name. In other words, summer trends are inextricably linked to cultural references from the music world.
Autumn is different though. It encompasses more than pop culture. It is about nature, as well as different sensory experiences: warm scented candles, crunchy orange leaves, and cosy sweaters. This is why the aesthetic endures.
What About Winter?
If autumn is all about warmth, why doesn’t winter have the same effect? Usually, we associate winter with snow and whiteness. The natural world is blank compared to the vibrant colours of the autumn. Also, the snow almost never arrives, so the ideal ‘white winter’ never comes.
Autumn is far more predictable than winter. The trees always turn brown and the temperature always drops so we need those cosy sweaters, but it is never too cold. We can rely on our perfect autumn to come every year.
Lastly, winter is mostly taken over by Christmas and New Year. These celebrations dominate December and leak into January. It is a time of Christmas markets, luxury hot chocolates and busy ice rinks. There is no time to sit around and quietly enjoy the change of season. It is about things being bigger and better, whereas autumn allows us to appreciate the little things.
Finally, How Does It Compare To Spring?
Spring is a time of hope and rebirth. It sounds idyllic, yet it does not compare with autumn in terms of its aesthetic appeal. This is why it falters, because modern times are all about aesthetic.
“Autumn is routinely about embracing warmth”
In the past, this season was far more important because we relied for crop growth and animal reproduction. Now we have globalisation. This means we can import produce from around the world and utilise the way weather varies across the globe. We can afford to move away from reliance on natural cycles and towards aesthetic appeal.
Why Has The Autumn Trend Spread?
Social media is the biggest spreader of any trend these days. Suddenly, everyone’s Instagram feed is full of people visiting pumpkin patches, knitting cosy sweaters and sipping on spiced lattes.
This is a huge bonus for the marketing industry. Whereas summer brings challenges with staying on the latest trend, autumn is routinely about embracing warmth. Cafes begin advertising their autumn drinks menu in early September, but really only need to stock one type of syrup, namely pumpkin spice.
Essentially, the autumn aesthetic is simple. The simpler things are, the more people understand. It’s also good for businesses because it is a handy tool for advertising. Things that make money tend to stick around.
Autumn is warm and cosy. It does not compare to the other seasons in terms of its quiet and gentle beauty. Fall is simple and this is why we love it.
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Featured image courtesy of Sarolta Balog-Major on Unsplash. No changes made to this image. Image licence found here.
