Taylor is back at it again: just last Friday, the singer-songwriter dropped her latest single, “cardigan”, driving the Internet into a frenzy. The video has quickly gone viral not only for being one of her best yet – but also because it fully embraces the very GenZ trend of “cottage-core”. For those of you who are not waisting their life on TikTok, cottage-core is a beloved GenZ aesthetic, celebrating a return to simple rustic life: it basically involves dressing like a school librarian from a British romcom. Cardigans are a staple item in a cottage-core wardrobe, and Taytay has fully embraced the style – she’s even selling her own cardigan as merch. And there you have it: within 48h from the video drop, we’ve registered 29% more clicks on cardigans – and people, this is right in the middle of summer..
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