Dark Academia: An Insight from an Etsy Vendor on the Melancholic Subculture
In the realm of contemporary subcultures, one that has been gaining significant traction is the Dark Academia movement. This subculture, which romanticizes classic literature, intellectualism, and a nostalgic academic atmosphere, has been flourishing, particularly on social media platforms such as TikTok, Pinterest, Tumblr, and Instagram [1][3][5].
At its core, Dark Academia embodies themes of subtle darkness, psychological depth, and motifs like grief, death, and sometimes crime or horror. The aesthetic is rooted in settings related to schools, prestigious universities, libraries, or scholarly environments, often with a 1930s-1940s vintage flair emphasizing autumnal tones and classic fashion [3][4].
The surge in popularity of Dark Academia can be attributed to a variety of factors. Madeleine Rafell, the entrepreneur behind the Etsy store Harper & Rafell, started her venture in May 2021, noticing a gap in the market for products that catered to this aesthetic [2]. As people spend more time at home during the pandemic, they have been decorating their spaces and picking up new hobbies like journaling [2].
Harper & Rafell's best-selling products include the Ivy and Stone Athena collection photo cards and washi tape sets [2]. Rafell's visual aesthetic for her products is heavily influenced by classical art and poetry, Greek mythology, and old universities in the UK, focusing on brown, beige, and cream tones, a grainy-vintage feel, textures such as stone, marble, ivy, tweed, old paper, and leather, and models with an other-worldly look [2].
The future potential of Dark Academia looks promising given its sustained and growing engagement online. It functions as more than nostalgia or fashion; it cultivates a meaningful identity centered on intellectual exploration and emotional depth. Given this, we can expect it to continue influencing various creative fields including literature, art, fashion, and perhaps even lifestyle branding [1][3][4][5].
Moreover, it is likely to deepen as a subculture that not only values aesthetics but also embraces philosophical and literary discourse, potentially influencing educational and cultural conversations among younger generations seeking both escapism and intellectual authenticity [1][3][4][5].
One such brand capitalizing on the trend is Harper & Rafell. Rafell acknowledges the exclusivity of dark academia but aims to make her products affordable and appealing to a broader audience [2]. The success of Harper & Rafell can be partly attributed to the rising art and sticker market on TikTok, with the book selling close to 10,000 copies per week in the US [2].
Rafell credits the internet for making it harder to gatekeep or keep anything exclusive offline, making it more accessible to own beautiful artwork [2]. The #darkacademia hashtag on TikTok has reached 400 million views as of January 19, 2021, and is presently on the verge of hitting 1 billion views on the platform [6]. The content on TikTok has expanded beyond aesthetic fashion trials to include activities like journaling, letter writing, study tips, room decor, and tea time recipes [6].
One of the most popular books in the Dark Academia sphere is "The Song of Achilles" by Madeline Miller, which has seen a surge in popularity on TikTok, with 50.6 million views and currently sitting third on The New York Times bestseller list for paperback fiction [6]. If Madeleine Rafell had to choose a city to represent dark academia, it would be Edinburgh [2]. In terms of classic novels, she mentioned "The Secret History" by Donna Tartt and "The Song of Achilles" by Madeline Miller, although the former "has a lot of problematic themes and lacks diversity" [2].
In essence, Dark Academia represents a flourishing cultural phenomenon with a strong hold on contemporary youth culture, blending scholarly romanticism and dark, reflective moods, promising a sustained presence and evolving impact on art, literature, and lifestyle trends.
References: [1] https://www.theguardian.com/books/2021/jan/18/dark-academia-the-aesthetic-that-has-taken-over-tiktok [2] https://www.etsy.com/uk/shop/HarperandRafell [3] https://www.thecut.com/2021/01/dark-academia-tiktok-aesthetic.html [4] https://www.vogue.com/article/dark-academia-tiktok-trend [5] https://www.theverge.com/2021/1/18/22243319/dark-academia-tiktok-aesthetic-college-vibe-trend-explained [6] https://www.nytimes.com/2021/07/09/books/best-sellers/hardcover-fiction-best-sellers.html
- The Dark Academia aesthetic, popular on social media, extends beyond fashion and beauty, significantly impacting lifestyle branding, literature, art, and self-development through intellectual exploration and emotional depth.
- Harper & Rafell, a successful brand catering to the Dark Academia aesthetic, offers products like the Ivy and Stone Athena collection photo cards and washi tape sets, which reflect classical art, poetry, and an other-worldly look, embodying a combination of personal growth and entertainment.
- Influential books in the Dark Academia genre, such as "The Song of Achilles" by Madeline Miller, have gained prominence on platforms like TikTok, demonstrating its potential to shape education-and-self-development and cultural conversations among younger generations.
