Take Me To Medieval Times
Looking at the interest in hennins, bardcore, and cherry pottage.
What’s going on?
Things have been trending positively (European) medieval:
Chappell Roan has been bringing a Midde Ages aesthetic to her album covers and award shows
Creators like Eats History recreate 14th-century favorites including Cherry Pottage
Hildegard von Blingin’ shares “bardcore” covers of modern songs
TikToks on medieval veils and hennin hats (this one pre-dates Roan’s Grammys look!) are gaining considerable traction
Kingdom Come: Deliverance II’s promo is unleashing knights into 21st century London
And I’m far from the first to talk about it: Wonderhood’s 2024 Christmas card semi-jokingly (?) predicted “Neo-Medievalism” as a big trend, including “The Need for Mead” (and the demise of the internet).
What’s driving it?
This isn’t the first big medieval revival. The Victorians gave us The Lady of Shalott and a slew of Pre-Raphaelite art telling stories set in medieval times, the 1960s had Camelot (the musical, movie, and Jackie O’s dream) and Zeffirelli’s Romeo and Juliet (which apparently had a considerable impact on fashion).
And from Game of Thrones and The Witcher to Merlin to the enduring appeal of Renaissance Fairs, medievalism is a steady drumbeat of pop culture.
But why is it gaining so much traction in the mid-2020s? Saying “we yearn for nostalgia in uncertain times” or “we reject modern complexity” feels like a cop-out, though medieval-core does sit comfortably next to homesteading, DIY culture, and making butter from scratch.
What does it mean?
Medievalism means maximalism – which makes it the perfect antidote to the beige minimalism of quiet luxury and old money chic. Back in 2023, I told Creative Salon that we’ll soon get bored of white and beige linen and embrace opulence again – this was also the same year Burberry brought back its knight and broke away from the sans serification of fashion fonts.
Medieval aesthetics bring rich symbolism, epic storytelling, and a touch of magic. The current revival goes beyond the usual knights-and-castles clichés, with a focus on food, fashion, and overlooked histories – hopefully also beyond Europe.
Final takeaway
We’ll always look to the past to make sense of the present. More brands will likely jump on the medieval bandwagon, but the bigger shift is clear: ornamentation and storytelling are back – though we can hopefully avoid a descent into feudalism.