From Mystic Pizza to Ladybird, coming-of-age films have consistently conveyed the idea over the years that interesting individuals aren’t satisfied with their ‘dead-end’ small towns. Venturing into a city symbolizes a rite of passage, offering promises of self-discovery and possibility. This narrative has become so entrenched that it is now seen as a truth: the countryside is not a suitable setting for the young, creative, and ambitious.
However, statistics indicate that counterurbanization—relocating from urban areas to more rural regions—is increasingly popular among Gen Z. The 2021 Census highlighted a decline in the youth population in cities such as London, Manchester, and Leeds. Nearly half of London residents aged 18-24 plan to move out of the city within the next decade, a rate significantly exceeding the 28% of all adults over 18. According to a 2023 study, 55% of those considering moving cite high property prices, while 28% point to limited access to nature.
“I was becoming frustrated with London and the lack of connection to nature. It felt like I was always constrained,” says Minna. With a remote job and a partner from Cornwall, this 26-year-old relocated from Deptford to Penzance two years ago. “The city’s pace felt harsh. I was spending far too much just to rent and live.” This is not just a personal issue; in 2024, Londoners aged 25-29 with low incomes allocated 77% of their earnings to housing. Given this pressure, it’s not surprising that 54% of Gen Z report feelings of burnout at work—more than any other age group. With limited funds, even the extravagant work-hard, play-hard mentality in the city offers no escape. Exhausted, priced out, and the picturesque landscapes of the English countryside start to appear more appealing.
Yet, cities remain thriving grounds for innovative self-expression. For instance, Celia Birtwell’s move from Prestwich to Manchester, where she connected with Ossie Clarke, allowed them to shape perspectives on women’s fashion and the female form. How would punk style have evolved if Vivienne Westwood had stayed in rural Derbyshire? Nevertheless, the trend of counterurbanizing Gen Z does not necessarily mean they are settling in creatively stagnant environments. The countryside influences fashion in unique ways. The Scottish Highlands inspired Chanel’s iconic tweed and Alexander McQueen’s ‘Highland Rape’ AW95 collection, while Pharrell Williams has drawn on countryside influences for his SS26 Louis Vuitton pre-collection. The countryside serves as a source of inspiration, and cities are no longer essential for sharing these influences—today, a few taps on a smartphone can achieve that.
Consider Cottagecore, the aptly named digital aesthetic that idealizes rural living. This aesthetic features immaculate white petticoats, puffed sleeves, charming bows, and empire waistlines, along with the scent of freshly baked bread wafting from cozy cottage windows and a basket full of wildflowers. Popularized in 2020, the #cottagecore tag on TikTok now boasts 2.1 million videos. “The need to live outside urban centers may have birthed the cottagecore phenomenon, but this fantasy has prompted young individuals to reconsider rural life as a viable long-term choice, easing the transition for urban youth into country living,” observes Dee, a 24-year-old culture writer. After moving to London to experience a multicultural metropolis, Dee returned to their rural home near New Delhi to embrace nature and escape the demanding corporate lifestyle often required for comfortable living in London.
If Cottagecore offers a polished vision of rural life, the latest folk revival is asserting itself in stark contrast. A renewed interest in folk traditions and imagery has reemerged within culture, highlighted by the nationwide screenings commemorating the 50th anniversary of the folk-horror classic The Wicker Man in 2023, as well as this year’s record-setting 25,000 summer solstice celebrants at Stonehenge. Emerging streetwear brands like Heresy have begun outfitting Gen Z in t-shirts adorned with clear folk imagery. In July, Jeremy Deller’s nationwide performance, ‘The Triumph of Art’, concluded with the progressive women’s morris dancing group Boss Morris parading through Trafalgar Square alongside folkloric wicker characters and dancers dressed as standing stones.
“When I first shared that I Morris dance, people would laugh in confusion,” recounts 27-year-old Jussara from Borris Morris. “Being uncool feels like the new cool.” After growing up in Lisbon, Jussara has settled in rural Gloucestershire. “I’ve received such warmth here. The lack of funding means many community spaces have closed, so we have created our own. The venues we do have may not be fancy, but the camaraderie is what truly matters.”
Joe Fearon graduated from Central Saint Martins this year, leaving with a collection titled ‘Now
Bat For Lashes has re-released her debut album 'Fur And Gold'. Remarkably, it has been 20 years since Natasha Khan launched her first album as Bat For Lashes.
It's not a new phenomenon for artists to switch between genres, but for George Bloomfield, it feels instinctive in his indie-jazz fusion. His writing reflects a dreamy quality,
Outbreak Fest has announced some exciting acts for its 2026 lineup. The festival will be held once again at its original venue, the Bowler’s Exhibition Centre in Manchester.
While three years may seem lengthy in the Korean music industry, for MIYEON, the interval between her solo releases was more about embracing a new chapter.
From Mystic Pizza to Ladybird, coming-of-age films have consistently portrayed that intriguing individuals are unsatisfied with their 'dead-end' situations over the years.