Last Sunday I read in the morning newspaper DN about a “trend”. The writer said we were all going towards a trend of “cocooning” and cozyness, away from the hectic big city life, the dirty martinis and early morning afterparties. Examples of this “coming trend” would be new cozy-brands like Filippa K Ease and such.
I can’t help thinking the article perhaps said more about the writers current life situation than global trends. Because really – cozy is so last season, and urbanity is the new black.
Think about it. Yeah, having a house in suburbia, slobbing around in your dirty sweatpants (they’re called that for a reason), baking bread (really, you’ll never do it in real life, and if you do it’ll turn out stale and grey) and fixing the broken heater is NOT a trend of the masses, but the trend of life. It’s the trend of getting old. Nothing wrong there – I’m looking forward to the beauty of aging, just not at this tender age.
In global trendspotting terms it’s just plain wrong I think. Filippa K Ease is not exactly new. The global trend is rather about social life. Facebook-groups springing to real life get togethers. There has NEVER been so many party opportunities (or is that my life situation?) and clubs are popping up every night of the week. I think people are increasingly craving friends, company and fun. Social is the new black.