Siren Summer: The aesthetic that’s going to dominate

Pinterest’s summer aesthetic: Martha-core

According to Pinterest’s 2025 Summer Trend Report, the “Martha Stewart aesthetic” is trending hard, think breezy tablescapes, crisp button-downs, vintage cookbooks, and enough hostess energy to plan a full summer season of dinner parties. Searches for “garden party aesthetic,” “granny chic,” and “vintage tea party” are all on the rise.

Pinterest calls it “the return of refinement” and, honestly? It tracks. After years of chaotic summer content [see: Tomato Girl, Rat Girl, and Brat Girl supremacy], this vibe shift is giving graceful, grounded, and extremely photogenic.

This aesthetic isn’t about living like an actual 82-year-old mogul [unless that’s your vibe], but about channeling aspirational ease, curated summer spreads, iced drinks in glassware that doesn’t match on purpose, and a firm belief that the good cheese belongs on a marble slab.

So what does this mean for brands and marketers?

You’ve made it this far, so we know you’ve got taste. But if you want the full menu, served fresh every Monday and Thursday, you’ll need to join the club. Paid subscribers get the juiciest trends, the best strategy takes, and early access to everything we’re seeing before it hits your feed.[No gatekeeping here. Just the good stuff.]

In the paid portion of this email, we break down 3 ways brands can participate in Martha-core, from slowing content down to moodboards and our prediction for the trend that will be dominating our social feeds all summer 👀

Check out the full piece on Substack here