Spotlight on . . .folklore
From Taylor Swift’s Folklore album to Ikea’s 2022 Folklore Fusion range, a folksy vibe has been weaving its way back into fashion, interiors, and popular culture for a few years now.
This modern folk aesthetic feels perfect at this time of year, and books are a great way to provide the substance behind the style. We asked Account Manager Caroline to share how you can incorporate this theme into your product range this autumn.
"Folklore to me is the passing down of traditional beliefs, traditions, and stories. It allows people to explore their roots through storytelling.
"Books on this topic have always sold well for some of our specialist retailers but more recently I’ve noticed that more general gift and lifestyle customers have been embracing this theme too. I think that’s partly because publishers have been bringing out some beautiful books responding to the growing representation of folklore in popular culture.
"A folky aesthetic has been increasingly seeping into fashion and interiors. And I’ve definitely seen an uptick in requests for books on gods and goddesses since Netflix’s Kaos series was launched. The forthcoming film adaptation of Enid Blyton’s Magic Faraway Tree suggests will fuel demand for the mythical and mystical further. And of course there are influential movements on TikTok exploring fairies, witchraft and folklore stories.
"But I also think there has been an increase in demand for more traditional things. Against the backdrop of some challenging times, there’s comfort in curling up with a book that takes people to magical places. Folklore feels cosy and earthy. It is grounding but escapist at the same time.
"It is a trend that can be quite versatile with the potential to complement a range of mainstream topics. It links well with gardening and botanicals. Folksy visuals draw heavily from earthy, natural tones. Presenting folklore titles with florals, textiles and candles sets an inviting scene.
"Folklore also aligns well with women’s health. Hagitude has sold well and Wise Women and Stories for Midlife and Beyond is also popular. These titles nod to the trend, while speaking to the appetite to retell history from a feminist perspective, reimagining some of those female tropes in traditional storytelling as a celebration of womenkind.
"It’s a theme you can use to add a local element to your range. Every region has its own folklore, and books can help educate your customers and make them feel better connected to the area they live in. We have books that share folk stories and fairy tales specific to different UK countries and regions.
"It's also great for the current season. Folklore connects well with Halloween themes and is perfect for a traditional approach to the occasion. If bright pumpkins or cartoon ghosts aren’t your customers’ vibe, folklore can help you adopt a more subtle approach this autumn."
My recommended books
Treasury of Folklore: Waterlands Wooded Worlds and Starry Skies
This series is gorgeous, and this is the newest title in the series. These books make beautiful gifts and look lovely together as a series or mixed in with other products.
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Floral Folklore
A pretty book with a folklore twist that will fit in nicely with other nature, garden and botanical titles. It investigates the meanings and stories behind many of our plants and flowers.
Grimm’s Fairy Tales
This new kids’ edition brings this classic to life for a new generation with a folksy cover design.
Wise Women: Myths and Stories for Midlife and Beyond
Sharon Blackie is an established author in this space, and her new book shares retold myths that celebrate the wisdom and power of women in midlife and beyond.
Red Sky at Night
This book introduces the theme to outdoors enthusiasts and walkers with illustrations that nail the modern folk aesthetic.
