January Burnout: A Case Against “New Year, New You”
January has long been synonymous with gym memberships, detox challenges, and strict self-improvement resolutions. But in recent years, a counter-trend has emerged—one that embraces rest over rigor, softness over sweat, and gentle hibernation instead of harsh resets. Enter: cosycore.
Instead of pushing through dark mornings and frosty evenings for early runs, many are choosing to lean into winter’s natural stillness. In the era of burnout, rising costs, and seasonal blues, cosycore is a lifestyle that celebrates comfort and calm as valid forms of self-care.
What Is Cosycore?
Cosycore is a growing lifestyle and fashion aesthetic that prioritizes comfort, warmth, and softness—both in clothing and in daily habits. It’s about oversized knitwear, soft lighting, warm beverages, and staying in rather than going out. It celebrates the simple pleasures: thick socks, plush throws, and scented candles.
The aesthetic exploded on TikTok, with the hashtag #CozyGirl amassing over 31 million views. It’s about making a virtue of what was once considered lazy. And it’s not just about looks—it’s a mindset. Rest isn’t a reward for productivity; it’s a right in itself.
The Rise of the Snoozy Bear Over the Gym Bunny
While fitness influencers are still thriving, the rise of terms like “bed rotting” and “goblin mode” suggest a cultural pivot. These aren’t just viral jokes—they’re expressions of a genuine desire to retreat and recharge. Goblin mode, Oxford’s 2022 word of the year, describes “unapologetically self-indulgent” behavior—like spending the day in bed with snacks, greasy takeout, and reality TV. It may not be chic, but it’s honest.
“Bed rotting,” popular on TikTok, is essentially a modern rebrand of the duvet day. It’s not about giving up; it’s about recognizing when your body and mind need a break. Scottish slang even has a charming term for this: hurkle-durkle—to lounge around in bed past the time you’re meant to rise.
The International Language of Cosiness
While cosycore feels very modern, it taps into longstanding cultural traditions. The Danish call it hygge; the Norwegians have koselig; the Scots say coorie; the Dutch use gezelligheid; and the Swedes embrace mys.
These aren’t just words—they’re entire philosophies built around warmth, togetherness, and emotional wellbeing. Whether it’s curling up with family on a dark winter evening or enjoying slow mornings with coffee and blankets, these traditions remind us to work with the seasons—not against them.
Cosycore in Fashion: The Loungewear Boom
Post-pandemic fashion has taken a turn toward comfort, with loungewear becoming not just acceptable but aspirational. High-end brands like Sleeper and Olivia von Halle sell luxe pyjamas that double as fashion statements. Meanwhile, athleisure—leggings, sweatshirts, and joggers—continues to dominate both online carts and sidewalks.
Even retailers like ASOS have launched cosycore collections, while sales at brands like Adanola and Lululemon have surged. In 2023 alone, Adanola saw a 311% increase in turnover. Fashion now blends practicality with indulgence: duvet-style coats, fluffy slippers, and feather-trimmed loungewear are all part of the aesthetic.
More Than a Trend: A Cultural Shift
The popularity of cosycore and its chaotic cousin, goblin mode, reflects deeper cultural undercurrents. We are exhausted. Global uncertainty, rising living costs, and lingering post-Covid trauma have left many seeking solace. Rather than fake productivity or forced glamour, people are embracing vulnerability and authenticity.
Cosycore is more than a TikTok trend—it’s a gentle rebellion against hustle culture. It’s a call to accept the need for downtime without guilt. And while this hibernation may not last all year, it’s exactly what many need to start the year with compassion instead of pressure.
Category: Lifestyle, Wellness, Fashion
Tags: cosycore, cosy girl aesthetic, winter wellness, goblin mode, hygge, bed rotting, loungewear, slow living, self-care, TikTok trends, soft life, January self-care
