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Why is the internet obsessed with fall?
Time
|November 06, 2023
AUTUMN DIDN'T OFFICIALLY BEGIN UNTIL SEPT. 23, but for TikToker Chasitey Pounds, it started in June. Pounds, 26, is one of many content creators who cultivate followings with comforting autumn visuals like pumpkin-spice lattes, candles, and chunky sweaters.
The online niche has amassed major traction, with hashtags like #autumnaesthetic and #fallaesthetic collectively gaining over 7 billion views on TikTok. "I want to create stuff that emulates the feeling of coziness and brings people some comfort in everyday life," she says.
Fall has been Pounds' favorite season since she was a child. Now, sharing seasonal videos has enabled her leave her day job. The internet and its fall enthusiasts have played a big role in the commodification of the season: NielsenIQ data shows all things pumpkin-spice-market produced more than $800 million from July 2022 to July 2023.
If Christmas stores can do business year-round, the North Carolina-based creator sees no reason to limit autumn to the three-month bracket of a calendar. She's realized that the internet is interested in cozy content in any season. "I'm really good at emulating that autumn feeling even if it's like 90° outside," she says.
This story is from the November 06, 2023 edition of Time.
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