Get out your best plates and your crafting supplies, Martha Girl Summer has arrived!
Martha Stewart has been the inspiration for modern homemaking since the '90s, with a seemingly endless well of ideas for entertaining, cooking, and gardening.
As nostalgia peaks, interest in recreating her lifestyle has resurged. Pinterest's summer trend report shows searches for the 'Martha Stewart aesthetic' have increased by 273% this June. Her website is calling it the 'trend of the summer.'
Anecdotally, it's certainly true that the release of Martha's Netflix documentary and the growth of domestically oriented online communities mean the lifestyle maven feels more present than ever. 'I think no matter what age you are, Martha has touched your life in some way,' says Dayna Isom Johnson, Trend Expert at Etsy.
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So what is the Martha Stewart Aesthetic, and why is it resonating this summer?
The aesthetic spans across hosting, food, lifestyle, and gardening, but the main thread connecting its elements is an interest in slow living. Dayna describes Martha Stewart Summer as a 'way of embracing the simple pleasures in life.'
She explains: 'When I think of Martha, I always think of her tagline, "it's a good thing." This summer, it's a good thing to calm down and to bring slowness and simple joys into your life. People are really wanting to slow down and to bring in the small joys because there's so much outside noise that joy and simplicity become extra important.'
In practice, this 2025 trend involves making straightforward, nostalgic, and clean choices in the home, especially the kitchen. 'The "Martha Stewart aesthetic" taps into consumers’ rising enthusiasm for unfussy, familiar food and drink made using fresh, locally sourced, whole-food ingredients,' Eoghan Flynn, Trend Forecaster at WGSN explains.
'This "back-to-basics" approach sees an increased interest in rustic comfort foods that bear the mark of their maker. Think chunkier, coarser textures in salads, sourdough loaves with unique scoring patterns and thumbprint cookies.'
The Martha Stewart aesthetic can also manifest as closing the gap between indoors and outdoors with practices such as vegetable gardening and outdoor hosting.
Dayna states: 'She encourages you to get out in your garden and bring in fresh flowers and fresh herbs. She inspires you to make really beautiful, delectable treats and host meals for your friends and family.'
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According to the experts, the two factors causing the Martha Stewart aesthetic to peak right now are Gen Z's newfound awareness of the mogul, and an overall increase in interest in turning home into a sanctuary.
A renewed interest in summer hosting among the online generation has exposed Gen Z to the Martha archive.
Eoghan says: 'At-home entertaining is a key aspect of the "Martha Stewart aesthetic." With younger consumers firmly in their #HostingEra, themed dinner parties that spotlight a specific fresh ingredient or flavor are rising in popularity. As we enter the summer season, expect consumers to bring their hosting outdoors with picnics, aperitivo evenings, and soirées taking place from the comfort of their gardens. Gen Z is ready for a Martha Stewart summer.'
This shift is congruent with the broader direction of the summer trends we're seeing this year.
Dayna reflects: 'Last year we had Tomato Girl Summer. This year, we titled it Chateaucore, being inspired by the French countryside. When you boil all that down, it's really about creating a space that's inviting, that's cozy, that's homey, that also encourages you to be outside and live organically. These are all the things that Martha Stewart embodies.'
Martha Stewart has been an inspiration for generations, and she will continue to be for generations to come. When you are embracing joy and simplicity, you can't go wrong.
How are you bringing the Martha Stewart aesthetic into your life this summer?
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