{"id":80508,"date":"2019-10-09T15:23:50","date_gmt":"2019-10-09T15:23:50","guid":{"rendered":"https:\/\/www.sleek-mag.com\/?p=80508"},"modified":"2019-10-09T19:20:38","modified_gmt":"2019-10-09T19:20:38","slug":"unfollow-hygge","status":"publish","type":"post","link":"https:\/\/www.sleek-mag.com\/de\/article\/unfollow-hygge\/","title":{"rendered":"Why I\u2019m cutting the cosy hygge aesthetic out of my social media 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Holiday, 2006. Universal Pictures."}},{"acf_fc_layout":"text_area","text_area":"

In our Unfollow column, we take a look at the rise of social media tropes and put a finger on why some of them haunt us, even after we close the app. Call us negative, but we\u2019re positive that sometimes, the only thing you can do to keep sane in our age of over-stimulation\u00a0is mute, hide, and unfollow.<\/b><\/i><\/p>\n

The last lingering days of summer are behind us, the leaves are turning and the season of chunky knits, pumpkin soup and cosy evenings by the fire is upon us. So, queue the stream of \u2018basic bitch\u2019 Instagram posts of girls posing in apple orchards, captioned #HelloOctober (and bonus points if they\u2019re sipping on a Starbucks’ Pumpkin Spice Latte). But while I might roll my eyes at these pictures, it\u2019s the ones that fall under the \u2018hygge\u2019 hashtag that I find especially problematic. You know the kind I mean: cosy socks paired with suspiciously tanned legs in mid-November, curled up in front of a crackling fire with a stack of colour-coded vintage books against a disturbingly minimalist backdrop of Scandi interior design. Enough already.\u00a0<\/span><\/p>\n

Catnip to social media users and plucked from Danish origins, hygge became an near-overnight sensation back in 2016 when a spate of books such as Meik Wiking\u2019s <\/span>The Little Book of Hygge: The Danish Way to Live Well<\/span><\/i> soared to the top of bestseller lists (that year, the word \u2018hygge\u2019 was even hailed as runner-up as UK word of the year by the <\/span>Collins<\/span><\/i> English Dictionary<\/span><\/i>\u2014\u2019hygge\u2019 was narrowly pipped to the post by \u2018Brexit\u2019.)\u00a0To clarify, it is not the origins of the word itself that I have an issue with. I think\u2014to use the following definition of the term\u2014\u201ca quality of cosiness and comfortable conviviality that engenders a feeling of contentment or well-being\u201d is something we could all do with a little more of in our lives. What I find frustrating, however, is that this cosy, nostalgic feeling, which I personally associate with my childhood\u2014stomping through mounds of brittle golden leaves and huddling round the fire on a Sunday afternoon with my family\u2014has been commandeered by Instagram users who have turned this feeling into an aesthetic to buy into.<\/span><\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":80510,"id":80510,"title":"giphy","filename":"giphy.gif","filesize":3148147,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/giphy.gif","link":"https:\/\/www.sleek-mag.com\/de\/article\/unfollow-hygge\/giphy-4\/","alt":"","author":"1","description":"","caption":"","name":"giphy-4","status":"inherit","uploaded_to":80508,"date":"2019-10-09 12:55:30","modified":"2019-10-09 12:55:30","menu_order":0,"mime_type":"image\/gif","type":"image","subtype":"gif","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":480,"height":260,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/giphy.gif","thumbnail-width":128,"thumbnail-height":69,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/giphy.gif","medium-width":480,"medium-height":260,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/giphy.gif","medium_large-width":480,"medium_large-height":260,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/giphy.gif","large-width":480,"large-height":260,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/giphy.gif","1536x1536-width":480,"1536x1536-height":260,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/giphy.gif","2048x2048-width":480,"2048x2048-height":260,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/giphy.gif","trp-custom-language-flag-width":18,"trp-custom-language-flag-height":10,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/giphy.gif","wpvr_mobile-width":480,"wpvr_mobile-height":260}}],"settings":{"fit_width":"6","caption":"When Harry Met Sally, 1989. Columbia Pictures "}},{"acf_fc_layout":"text_area","text_area":"

In an era defined by influencer culture designed to make us feel inadequate, you\u2019d think that these fleeting moments of down time and intimacy with our loved ones would be a sure way to escape the virtual world. But as I scroll through relentless images of crimson bonfires, sheepskin rugs and weekends away in the Cotswolds, I\u2019m left with the resounding feeling that my own moments of quiet just don\u2019t quite make the cut.\u00a0<\/span><\/p>\n

And there within lies the problem: what was originally meant to describe the cosiness of shared moments of intimacy has become a merchandising tool to sell cashmere cardigans, scented candles, wine, furniture, even yoga retreats. Cashing in on the Scandi zeitgeist, hygge has become the single most marketable lifestyle trend in publishing, with at least ten new books a year carrying titles primed for Google search engines such as <\/span>Hygge: The Danish Art of Happiness\u00a0<\/span><\/i>or <\/span>How to Hygge: The Nordic Secrets to a Happy Life<\/span><\/i>.\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":80546,"id":80546,"title":"New-Girl-Thanksgiving","filename":"New-Girl-Thanksgiving.jpg","filesize":34189,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/New-Girl-Thanksgiving.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/unfollow-hygge\/new-girl-thanksgiving\/","alt":"","author":"1","description":"","caption":"","name":"new-girl-thanksgiving","status":"inherit","uploaded_to":80508,"date":"2019-10-09 15:12:58","modified":"2019-10-09 15:12:58","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":600,"height":315,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/New-Girl-Thanksgiving.jpg","thumbnail-width":128,"thumbnail-height":67,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/New-Girl-Thanksgiving.jpg","medium-width":600,"medium-height":315,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/New-Girl-Thanksgiving.jpg","medium_large-width":600,"medium_large-height":315,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/New-Girl-Thanksgiving.jpg","large-width":600,"large-height":315,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/New-Girl-Thanksgiving.jpg","1536x1536-width":600,"1536x1536-height":315,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/New-Girl-Thanksgiving.jpg","2048x2048-width":600,"2048x2048-height":315,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/New-Girl-Thanksgiving.jpg","trp-custom-language-flag-width":18,"trp-custom-language-flag-height":9,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2019\/10\/New-Girl-Thanksgiving.jpg","wpvr_mobile-width":600,"wpvr_mobile-height":315}}],"settings":{"fit_width":"6","caption":"New Girl. 20th Television. "}},{"acf_fc_layout":"text_area","text_area":"

The astoundingly successful attempts to capitalise on \u201ca cosiness of the soul\u201d have all but destroyed the calm surge of warmth and safety that I typically associated with that feeling. The Danish consider hygge as effortless comfort, free of any element of performance\u2014rightly so, as it is the most natural thing to want to huddle around a fire and wish the outside world away. We could all use a little more hygge in our lives, but it\u2019s not something you can buy with a cashmere jumper or a <\/span>\u20ac<\/span>900 yoga retreat, and it\u2019s certainly not something that you\u2019ll find scrolling through Instagram. Therefore, with the intention of chaperoning the jaundiced eye that keeps watch of my social media pages, I\u2019m unfollowing anyone promoting the trend, for now.\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"text_area","text_area":"

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Anything you\u2019re cutting out of your social media diet? Send your pitch to kathryn@sleekmag.com.<\/i><\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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